In this episode of The Natural List, co-hosts Adrienne Smith and Jessica Rubino dive into Jessica’s upcoming trends presentation for the Nutrition Capital Network Spring Investor Meeting, and explore the categories and products that have stood the test of time—as well as a few that didn't last.

The conversation kicks off with a spotlight on two emerging hydration brands: Sum Hydration, a presenting company at NCN that personalizes hydration solutions for commercial spaces such as gyms and offices, and Hydra Hydration, which makes electrolyte freeze pops and will be exhibiting Newtopia Now this August.

Jessica then schools Adrienne on Reb M and Reb A, two zero-calorie sweeteners derived from stevia. Both ingredients are permitted under New Hope’s Standards Program, but because of how they are produced, cannot be marketed as “natural” at our events.  

The discussion shifts to trends Jessica is highlighting at the NCN Spring Investor Meeting. The pair revisit some once-hyped trends that didn't quite gain traction—think crickets, raspberry ketones, and activated charcoal—and talk through the factors that signal staying power, including sustained growth above the industry average, high absolute dollar contribution, product impact, consumer adoption and capital validation.

In the second half of the episode, they discuss some of the categories that have displayed this staying power including women’s health, health span and healthy aging, functional beverages, gut health and protein. The conversation wraps with a look at the sustained growth of whey and other animal proteins, along with a celebration of Jessica and Adrienne’s shared love of cottage cheese.