Expo West 2025 showcased the ongoing evolution of the food and beverage industry, highlighting major shifts in consumer preferences, ingredient innovations, and the growing intersection of food, wellness, and sustainability. From protein-packed products to the rise of personalized nutrition, here’s a deep dive into the trends that stole the spotlight this year.

1. The Rise of High-Protein Everything

From functional drinks to indulgent snacks, high-protein products were everywhere. Whether animal-based or plant-derived, brands are capitalizing on consumer demand for protein-rich diets. This aligns with the increasing popularity of GLP-1 medications like Ozempic, which are shifting the way people approach food—opting for smaller portions with higher nutritional value.

2. The Evolution of Functional Hydration

Hydration is no longer just about water. Brands are infusing drinks with electrolytes, collagen, prebiotics, and nootropics to enhance everything from cognitive function to gut health. While coconut water and kombucha remain staples, Expo West saw a surge in new beverages designed to cater to hyper-personalized wellness goals.

3. Sugar Reduction and Alternative Sweeteners

The sugar reckoning continues. With sugar consumption skyrocketing over the past century—from 4 pounds per person in 1900 to over 150 pounds today—brands are innovating ways to reduce sugar without compromising taste. Functional sweeteners like allulose, monk fruit, and prebiotic fiber-based alternatives were widely featured, alongside brands shifting consumer palates toward naturally lower-sugar formulations.

4. Tallow’s Unexpected Moment

Once relegated to history books, tallow (rendered beef fat) is making a comeback, appearing in everything from cooking oils to skincare. This aligns with the broader trend of regenerative agriculture and nose-to-tail eating, as brands promote sustainability through full-animal utilization.

5. Global Flavors Going Mainstream

Authentic Mexican, Asian, and Indian-inspired products were prominent, catering to consumers seeking bold, international flavors. The demand for culturally rich, premium ingredients is rising, with brands leaning into traditional preparation methods and regional sourcing.

6. The Convenience Economy: On-the-Go Adult Nutrition

Squeezable, portable pouches—once a category dominated by kids’ snacks—are now being marketed toward busy adults looking for quick nutrition. Protein shakes, functional smoothies, and single-serve nut butters are leading the charge in this evolution of convenience.

7. The Slow Decline of B-Corp Certification

While regenerative organic certification is gaining traction, the B-Corp certification seems to be losing its weight among consumers and retailers. Brands are now looking for alternative ways to showcase their impact and sustainability efforts without relying solely on this label.

8. The Shift in CPG Giants: Moving Beyond Food

Major CPG brands are pivoting toward personal care, wellness, and supplements as margins in traditional food categories shrink. Companies like Unilever and Nestlé are shifting their focus toward beauty, health, and functional nutrition, signaling a broader transformation in the industry.

Final Thoughts: A Tumultuous Yet Exciting Time for Food

Expo West 2025 underscored the complexities of the food industry’s evolution. Inflation, tariffs, and consumer demand for ‘better-for-you’ options are shaping how brands position themselves in an increasingly competitive market. But one thing is clear—those who prioritize transparency, innovation, and consumer education will lead the next wave of food and beverage success.

As industry leaders double down on high-quality, functional foods, the future of CPG is being rewritten in real-time. We’ll be watching closely.

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