In this episode of The Natural List, co-hosts Adrienne Smith and Jessica Rubino welcome back supplement expert and Market Research Analyst for New Hope Network’s Nutrition Business Journal Erika Craft. After chatting about the best angel food cake recipes (potential high-protein TikTok trend?) the trio shifts to some interesting hydration brands, including LEVL Nutrition, Klar Labs and Rhovive. Cottage cheese ice cream brand and Newtopia Now exhibitor Smearcase also gets a shoutout.

Erika then shares some of the supplement brands she is excited to see at Newtopia Now, including OceanBlue Omega-3 and Charlotte’s Web. On the topic of favorite products, 2025 Personal Care NEXTY Award winner SeaBar, Jasberry Rice and Lundberg Family Farms receive shoutouts from Jessica and Adrienne.

Next up, Erika previews the 2025 NBJ Supplement Business Report, known in the industry as the seminal supplement report. It’s broken down by different supplement categories and further refined by sales channels. Erika notes that herbs and botanicals sales, which took a dip in 2022, are quickly rebounding. The trio caps off the episode with a discussion of why younger shoppers are seeking out in-person shopping experiences and give a preview of NBJ’s Condition Specific Report, coming out this July.