The latest episode of The Natural List tackles the natural products industry's hottest topics with co-hosts Adrienne Smith and Jessica Rubino. As Adrienne prepares to attend One Step Closer's Ripple Fest 2025, the duo dives into who really bears the burden of rising tariffs—brands, consumers, retailers or some combination–a pressing question Jessica will explore further in the upcoming SupplySide Global 2025 session, “Leading through disruption: C-suite strategies for growth, compliance and consumer trust.”
The duo discusses seed oils, dissecting the controversy that's reshaping product marketing and packaging. From "seed oil-free" logos on products that never contained them to innovative approaches like "extra virgin sunflower oil" that promote a better version, the hosts offer clarity amid the confusion, referencing Doug Brown's article on the topic, "The seed oil debate: Separating fact from fiction."
The episode concludes with game-changing market insights: new SPINS data in the New Hope Network State of Natural Industry Snapshot Fall 2025 confirms natural products are outpacing conventional growth across all channels, while sports nutrition crosses into mainstream use—with creatine expanding beyond athletics into cognitive performance and widening the consumer pool. Despite economic headwinds across the supply chain, the hosts support how successful brands are building consumer trust through authenticity and transparency in this rapidly evolving landscape.
In this episode:
0:20 - Adrienne follows up: Is she a pumpkin spice convert?
1:45 – Preview of next week’s episode with Doug Brown
2:11 – Predictions for One Step Closer’s (OSC) Ripple Fest 2025, which Adrienne is attending
5:20 – Discussing different approaches to communicating about tariffs and who absorbs them: Brands, consumers, retailers or a mix?
6:40 – These topics will be discussed at SupplySide Global 2025, at a session Jessica is moderating: Leading through disruption: C-suite strategies for growth, compliance and consumer trust
7:25 – Many of these brands are taking note from brands who have tried sustainable packaging, being open and transpareant about their process and acknowledging that they don’t have all of the answers yet
10:22 – What’s the deal with seed oils? Breaking down the industry buzz on the ingredients found in many processed foods.
11:02 – Doug Brown’s newest article digs into the scientific research behind seed oil claims, offering a great place to understand all points of view.
12:06 – Packaging trends: Logos calling out “no seed oils” or “seed oil free,” even if the product never had seed oils to begin with.
12:23 – Product trends: Products showing how seed oils can be done right, like “extra virgin sunflower oil.”
13:20 - How is the market responding to the buzz around seed oils? Brands are leading with differentiation, like on-package labeling, or education on how the oils used are different.
15:05 – New SPINS data shows that natural is outpacing conventional growth in every channel.
15:21 – How can natural products brands continue to differentiate themselves on shelf? We’re seeing examples through sustainability solutions, supporting people across the supply chain and connecting with consumers in authentic ways despite difficult economic times.
16:51 – Rick Polito’s recent Editor’s Take article finds that “sports nutrition” is just nutrition for lots of people now, as simple as a protein bar or protein shake for a meal.
18:44 – Creatine gains popularity, and consumer interest, as it crosses from sports nutrition into cognitive performance.
19:06 We don’t expect brick and mortar to ever represent less than 80% of the sports nutrition market, despite strong growth viability for e-commerce brands. The in-person use case is simply too strong.
