Inside Expo West 2026: Energy, Innovation, and the Future of CPG
Every year, the natural products industry gathers in Anaheim, California for an event that helps define the future of consumer packaged goods.
Natural Products Expo West.
With more than 60,000 attendees and over 3,000 brands exhibiting, the show is widely considered the largest gathering of the natural and organic products industry in the world.
For a few days each March, the Anaheim Convention Center becomes a preview of what grocery shelves might look like three to five years from now.
Last week, Admiral Packaging’s Ed Nugent and Mike Willard walked the show floor to see firsthand where the CPG industry is heading.
The Energy of Expo West
Before the trends, before the product launches, there’s one thing everyone notices first at Expo West.
The energy.
As Mike Willard described it:
“Walking into Expo West feels a little like walking into a concert. There’s a buzz, excitement, and thousands of people who have been looking forward to this moment all year.”
The show floor is packed with founders, buyers, retailers, investors, and suppliers. Some booths feature polished brand displays and scheduled meetings. Others are small startup spaces filled with entrepreneurs eager to tell the story behind their products.
It’s loud. It’s crowded. And it’s incredibly productive.
The show creates a unique environment where serious business conversations happen alongside the excitement of discovering new brands.
Trend #1: Protein Still Dominates
If there was one word that appeared everywhere at Expo West this year, it was protein.
Once limited mostly to shakes and nutrition bars, protein is now showing up across nearly every category of food and beverage—from snacks to beverages to desserts.
Mike noticed the same thing while walking the floor.
“Protein callouts were everywhere—protein candy, protein cereal, protein sparkling drinks, even protein pasta sauce.”
While protein remains dominant, Mike also heard conversations suggesting the industry may soon see fiber emerge as the next functional ingredient gaining momentum.
Trend #2: The Evolution of Meat Snacks
Another standout category was meat sticks and jerky, which continue to expand beyond traditional beef.
Turkey, chicken, and other poultry-based snacks were heavily represented across the show floor.
Mike highlighted brands experimenting with flavors and formats:
Honey maple turkey sticks
Lemon pepper turkey snacks
Rotisserie chicken meat sticks
The category is evolving quickly as brands innovate around flavor and protein sources.
Trend #3: Clean Ingredients and “Better-For-You” Treats
Many brands at Expo West are redefining indulgent foods.
Instead of removing treats entirely, companies are creating “better-for-you” versions using simpler, recognizable ingredients.
Mike noticed a strong focus on:
Date-based sweeteners
Honey instead of refined sugar
Prebiotic fiber
Minimal ingredient lists
One standout product for Mike was a candy-coated date snack.
“Usually at these shows I take one bite and move on. But with those dates, I ate the whole cup.”
This shift reflects a broader trend toward nostalgic treats made with cleaner, simpler ingredients—something many brands are using to reconnect with consumers who want indulgence without overly processed formulations.
Trend #4: Functional Ingredients Go Mainstream
Functional ingredients were everywhere.
One ingredient in particular stood out.
Mushrooms.
From gummies to beverages to supplements, brands are incorporating mushrooms into products designed to support wellness, focus, and energy.
The goal isn’t necessarily to sell mushrooms themselves—it’s to deliver the benefits in forms that consumers enjoy.
A Community Built on Connection
Beyond the products, one of the most powerful aspects of Expo West is the sense of community across the CPG ecosystem.
Mike described the show floor as:
“LinkedIn in real life.”
Founders share supplier recommendations. Brand owners exchange lessons learned. Industry professionals openly talk about what’s working—and what’s not.
Even though everyone is there to grow their business, there’s a genuine sense that the industry moves forward through collaboration.
Mike summed up the experience this way:
“I left the show feeling really positive about where the CPG industry is heading. There’s so much enthusiasm, connection, and willingness to help each other succeed.”
Why Events Like Expo West Matter to Admiral
For Admiral Packaging, attending events like Expo West is about more than walking a trade show.
It’s about staying connected to the entrepreneurs and brands shaping the future of CPG.
The startups showcasing products today often become the breakout brands of tomorrow.
By engaging directly with founders, product innovators, and retailers, Admiral stays close to the trends that matter most to our customers from ingredient innovation to evolving packaging needs.
Looking Ahead
Expo West continues to prove one thing:
The CPG industry is evolving quickly but it’s also more collaborative, creative, and optimistic than ever.
New ingredients.
New brands.
New ideas.
And behind many of them are passionate founders determined to build the next generation of products consumers will love.
Admiral Packaging is proud to support that journey.
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