Expo West 2026: Inside the Future of the $325 Billion Health Industry

ANAHEIM, Calif. – February 19, 2026 – As the natural and organic products industry converges on the Anaheim Convention Center for the 45th anniversary of Natural Products Expo West, it represents more than just a trade show; it's the annual barometer for a sector that has become a dominant force in the global economy. With U.S. sales hitting an estimated $325 billion in 2024 and projected to surpass $384 billion by 2028, the event offers a comprehensive look into the innovations, business dynamics, and consumer values shaping the future of food, beauty, and wellness.

Hosted by New Hope Network, Expo West has evolved from a niche gathering into the essential launchpad for brands aiming to capture the attention of a market that has more than tripled in size since 2007. This year's event promises to be a vibrant marketplace where visionary brands connect with the most influential retailers, setting the stage for what will appear on store shelves and in online shopping carts in the months and years to come.

The Epicenter of CPG Commerce

At its core, Expo West is a powerful engine of commerce, connecting thousands of brands with the buyers who bridge the gap to the consumer. The show floor will feature a formidable lineup of both established leaders and disruptive newcomers, including Chobani, Simple Mills, Organic Valley, and Liquid I.V. These companies are not just exhibiting products; they are demonstrating the trajectory of an industry that consistently outpaces the growth of conventional goods.

This vital connection is underscored by the presence of a diverse array of retailers, from giants like Whole Foods Market, Kroger, Costco, and Amazon to dynamic players like Sprouts Farmers Market and Thrive Market. Their attendance signals a deep commitment to the natural and organic category, which continues to capture consumer wallet share. Data shows natural retailers like Sprouts are seeing significant sales growth, indicating a persistent consumer shift toward health-focused shopping destinations.

Adding a unique layer of opportunity, this year's expo will host an exclusive open casting call for the five-time Emmy® Award-winning show Shark Tank. This provides an unparalleled platform for exhibiting entrepreneurs to pitch their game-changing products directly to the show's casting team, potentially catapulting a small brand onto the national stage. Further empowering attendees, the Beacon Discovery tool will offer actionable data insights, using trend analysis and product velocity data from SPINS™ to help brands and buyers make smarter, data-driven decisions on the bustling show floor.

What's Next on the Menu: Trends Shaping Consumer Habits

Expo West is renowned for being a crystal ball for consumer trends, and 2026 is no exception. Several powerful movements are set to define product innovation, reflecting a deeper consumer focus on holistic health and functional benefits.

Perhaps the most pervasive trend is 'Protein Everywhere.' Once the domain of athletes, protein has become a mainstream obsession. The global protein supplement market is projected to grow 8% annually, and brands are responding by infusing everything from coffee and cookies to clear beverages with an extra protein punch. This surge is fueled by growing consumer awareness of protein's role in metabolism and muscle health, amplified by social media and even the rising popularity of new weight management medications that increase the body's protein requirements.

Closely related is the focus on 'Mood as Foundational Health.' Consumers are increasingly seeking products that do more than just nourish the body; they want to support their mental and emotional well-being. This has led to a boom in functional beverages and foods that blend benefits for mood, stress, sleep, and cognitive performance with hydration and gut health. Brands are leveraging ingredients known for their calming or focusing properties, positioning mental wellness as a cornerstone of overall health.

Meanwhile, plant-based innovation is entering a new phase of maturity. After a period of focusing on imitation, the industry is shifting toward improved taste, texture, and cleaner ingredient labels. The focus is now on whole-plant ingredients and new formulations, including animal-vegetable hybrid products, that deliver superior sensory experiences. With the plant-based market forecast to potentially reach $160 billion by 2030, the innovation in this space continues to be a powerful driver of industry growth.

Complementing these are trends like 'Nostalgia and Simple Ingredients,' which sees brands reinventing classic comfort foods with healthier, recognizable components, and the rise of 'Fiber-Forward Products,' as consumers prioritize gut health as essential to their overall wellness.

Beyond the Label: A New Era of Transparency and Ethics

Underpinning the product innovations at Expo West is a profound shift toward greater transparency and ethical responsibility. Consumers are no longer satisfied with just a 'natural' or 'organic' claim; they demand proof of sustainable practices and a positive impact on the planet and its people.

The most significant manifestation of this is the growing prominence of Regenerative Organic Certifications. This standard goes beyond traditional organic by emphasizing soil health, animal welfare, and social fairness. Products bearing this certification are seeing notable sales growth, reflecting a strong consumer and retailer demand for brands that are actively working to heal the environment. This movement is coupled with 'Farmer-Centric Branding,' where companies are highlighting the stories of the people who grow their ingredients, creating a more personal and trustworthy connection with shoppers.

Sustainability is also being addressed through the principle of 'Whole Animal Utilization,' a trend that emphasizes using every part of the animal to minimize waste, a concept that is expanding across multiple product categories. To ensure these claims are trustworthy, the event's organizers are championing integrity through programs like MarketReady. This initiative, led by Informa’s Market Integrity team, ensures that products showcased on the floor have been reviewed to meet rigorous event standards and regulatory requirements, fostering a high-integrity ecosystem.

As it celebrates 45 years, Natural Products Expo West stands as a testament to an industry that has successfully moved from the fringe to the mainstream. It is a reflection of a modern consumer who is more informed, more discerning, and more invested in their health and the health of the planet than ever before. The trends, partnerships, and ideas that emerge from Anaheim will undoubtedly influence the landscape of consumer goods for years to come.