The Natural List

Natural Products Expo West is the industry’s biggest stage for emerging trends, groundbreaking innovations and the next wave of category-defining brands in natural CPG. With Expo West 2025 just around the corner, The Natural List is revisiting last year’s biggest takeaways in a special re-release of its 2024 show preview episode. 

In this episode, co-hosts Jessica Rubino and Adrienne Smith welcome Scott Dicker, senior director of market insights at SPINS, to uncover the top products, attributes and themes that made an impact at Expo West 2024. From the rise of functional teas and botanical formulations to the evolution of non-alcoholic beverages, the conversation reflects key shifts in consumer behavior and what that means for the future of CPG. 

A year later, these insights remain highly relevant as Expo West 2025 prepares to spotlight the next big industry trends like waste-less formats, AI and inclusive clean beauty. Themes like conscious CPG, functional wellness and sustainability-forward branding continue to drive innovation. Expo West attendees can expect to see how last year’s trends have matured, evolved or expanded into new opportunities for brands and retailers alike. 

With registration now open for Expo West 2025, this episode serves as a taste of the themes that will take center stage March 4-7. Whether you are attending the show or tracking industry movements, tune in for a fresh look at what shaped 2024 and what’s on the horizon for 2025. 

Natural Products Expo West

Natural Products Expo West

n this episode of The Natural List, co-hosts Jessica Rubino and Adrienne Smith are joined by Steven Jamieson, health and body care merchandiser at PCC Community Markets and guest judge for the 2025 Natural Products Expo NEXTY Awards. With 13 years of experience in the natural products industry, Steven shares what surprised him most from the judging process, including standout product trends, ingredient innovation and the fascinating dynamics of product evaluation alongside other industry experts. From his toothpaste TED Talk to inspiring conversations around ethical sourcing and storytelling, Steven flexes his foodie and beauty sides and reveals what makes a product resonate in the natural products space. 

Our co-hosts lean into Steven’s expertise as they explore emerging beauty and personal care trends, including the rise of oral care products as the new gateway to cleaner, better-for-you options. Steven highlights the challenge of balancing quality with affordability in skin care, emphasizing the importance of efficacy backed by scientific claims. Tune in to discover how PCC Community Markets creates a unique, destination-worthy experience for shoppers and what’s shaping natural personal care and better-for-you products in 2025. 

Co-hosts Jessica Rubino and Adrienne Smith are back with a jam-packed episode exploring the key trends shaping the natural and organic products industry as we gear up for Natural Products Expo West 2025 in Anaheim.

Adrienne kicks things off with highlights from her recent trip to Spain, home to the world’s second-largest fish market, before offering a sneak peek at Expo West’s must-see sessions. Don’t miss the State of Natural and Organic keynote on March 5, featuring exclusive insights from Whipstitch Capital and SPINS, and AI Unleashed with Mitch Mitchem on March 6, diving into how AI is transforming the natural products industry.

Jessica and Adrienne also break down the latest trends and opportunities in alternative proteins, discussing Doug Brown’s column on plant-based meat’s clean-label comeback and alternative dairy’s shift to unsweetened mainstream options. Plus, they unpack major industry moves, like Flowers Foods’ $795M acquisition of Simple Mills, signaling robust growth in the CPG sector.

The episode wraps with a preview of next week’s Dry January non-alcoholic beverage taste test, spotlighting innovative flavor profiles and trends in the booming NA category. Tune in for a masterclass on what’s driving growth and innovation in 2025!

In this episode:

1:30 – Adrienne’s Spanish adventure and market insights

3:05 – The countdown to Expo West 2025

8:55 – Alternative meat’s clean-label evolution

13:10 – Alternative dairy goes unsweetened

15:35 – $795M Simple Mills acquisition

18:10 – UNFI’s big business split

20:15 – Dry January trends and taste test preview

In this episode of The Natural List, co-host Jessica Rubino teams up with New Hope Network Senior Retail Reporter Douglas Brown to dive into the hot retail trends shaping 2025. Whether it’s strategic merchandising for plant-based and non-alcoholic products or leveraging storytelling to connect with consumers around regenerative agriculture, this episode offers actionable insights to help retailers stay ahead. 

The discussion also explores generational shopping habits, including Gen Z’s interest in in-store experiences and the importance of community-building strategies among independent natural retailers. Watch now to learn about the transformative potential of AI in retail, key differentiators and trends in the independent retail landscape and how evolving consumer behaviors will redefine retail in the year ahead.  

In the first episode of The Natural List for 2025, co-hosts Jessica Rubino and Adrienne Smith are joined by Kim Shaw, show director for Natural Products Expo West, to discuss exciting updates and changes coming to Expo West in Anaheim, California, March 4-7, 2025. With an estimated 68,000 attendees and a dynamic schedule, this year’s show promises to be bigger and better than ever. 

Kim shares what’s new for 2025, from schedule adjustments to fresh features and experiences designed to make this year’s Expo West the best one yet. Learn how exhibitors and attendees can make the most of their time in Anaheim, connect with key decision makers and take advantage of new opportunities.

In this episode of The Natural List, co-host Adrienne Smith is joined by New Hope Network’s Douglas Brown and Nancy Coulter-Parker for a behind-the-scenes look at the 2025 Natural Products Expo West NEXTY Awards preliminary judging. 

During the preliminary round, the New Hope Network team samples and deliberates over several days and hundreds of products to select finalists in each category based on the three Is: innovation, inspiration and integrity. With more than 1,000 products spanning 35 categories in the running, the judges share highlights from the first days of judging, noteworthy trends and a few early favorites. 

This year’s submissions reveal exciting shifts, including cleaner frozen desserts, low-sugar snacks and sustainable packaging. Dietary supplements are leaning into the GLP-1 revolution, while protein-packed foods dominate. During this episode, judges share what made certain nominations standout, from stellar storytelling and consumer education to research-backed details about health benefits and clear narratives around a product’s purpose and impact. Tune in for insights on the trends shaping the natural and organic products industry and what it takes to stand out in the NEXTYs. 

In this episode of The Natural List, co-hosts Jessica Rubino and Adrienne Smith are joined by Anthony Corsaro, co-founder of the RegenBrands ecosystem, to discuss the dynamic intersection of regenerative agriculture and consumer packaged goods (CPG). Anthony shares the journey behind launching the RegenBrands Institute, RegenBrands Coalition and RegenBrands Capital—all designed to help regenerative brands grow, build sustainable supply chains and drive awareness about regenerative practices. From hosting the first-ever trade association for regenerative brands, with thirty-one inaugural members, to connecting regenerative businesses with investors, the RegenBrands Coalition is creating a unified voice to elevate the term “regenerative” and educate consumers. 

Anthony highlights the challenges and opportunities for regenerative brands, including the need for innovative funding models to support growth. The episode also dives into emerging trends, such as regenerative claims expanding into fashion, beauty and personal care and the critical role retailers play in claim validation and governance. From podcasts and reports to strategic partnerships, Anthony shares how the RegenBrands ecosystem is building resources to drive the movement forward. Tune in to hear about his favorite regenerative products, the latest trends and opportunities and how the CPG community can get involved. 

In this episode of The Natural List, co-hosts Jessica Rubino and Adrienne Smith offer a sneak peek at New Hope Network’s 25 transformative trends set to shape the CPG and retail landscape in 2025. From reimagined beauty rituals and personalized health solutions to evolving approaches to convenience, sustainability and inclusivity, these trends provide a glimpse into the future of consumer demand and market opportunities. 

Why do these trends matter? They reflect powerful forces reshaping how brands innovate, market and connect with consumers in meaningful ways. Whether you’re navigating supply chain challenges, exploring new product categories or preparing for emerging industry opportunities, this episode is packed with inspiration and actionable insights.  

Tune in now—and stay tuned for our upcoming article breaking down all 25 trends in detail! 

In this episode of The Natural List, co-host Jessica Rubino shares highlights from the Nutrition Capital Network (NCN) Fall Investor Meeting, where entrepreneurs and investors gathered to explore innovations and business strategies in the health and wellness industry. Jessica discusses the shift in the investment landscape, with investors now focusing on profitability over fast growth. Plus, how can brands balance capital efficiency with ESG and sustainability commitments? 

As for trends, Jessica recapped NCN's top picks: women’s health, multi-functional products and science-backed ingredients and technologies. While some may question the possibility of innovation today, advancements in regenerative practices, new-to-market solutions and AI show ingenuity are thriving.   

Jessica also highlights key concerns for CPG CEOs, including rising tariffs, labor challenges and the high costs of retail partnerships. Despite these hurdles, optimism is strong, with Newtopia Now a proven hub for innovation and the Natural Products Expo West NEXTY Awards just around the corner. Brands, don’t forget to submit your NEXTY nominations by Dec. 2! 

In this episode of "The Natural List," Erika Craft, market research analyst for New Hope Network’s Nutrition Business Journal, joins the discussion to share insights from her recent visit to SupplySide West 2024. Erika highlights some of the industry’s most promising trends, including a growing focus on women’s health, longevity and opportunities with pharmaceutical innovations such as GLP-1 and hormone replacement therapy (HRT). 

As the conversation progresses, Erika offers predictions on which ingredients may gain or lose popularity in the next three years and introduces lesser-known ingredients making waves in categories like beauty-from-within. Tune in to get a firsthand look at the trends and innovations shaping the future of supplements and wellness.