Skip to content
Key Takeaways from Expo West 2024 – Web
Katy Flannery2 min read

Key Takeaways from Expo West 2024

Key Takeaways from Expo West 2024

This March, our team had the chance to dive into the world of wellness at Natural Products Expo West 2024, a place buzzing with the latest trends in everything from tasty gummies and refreshing beverages to energizing bars and innovative coffee concoctions. It wasn’t just about browsing; it was about discovering the future of wellness. 

We spotted four big trends that are shaking things up across various product formats, and we couldn’t help but notice an especially important shift towards Women's Health. Here’s the lowdown on what’s trending and why it’s exciting for us.


Major Trends at a Glance


1. Mood Enhancement

The pursuit of mental well-being is more relevant than ever, and the products on display at Expo West mirrored this societal shift. From relaxation aids to mood boosters, the array of solutions was both impressive and indicative of a broader trend toward holistic health.

Emotional Utility Beverage Expo West 2024

Emotional Utility Beverages enhance the brain's natural nutrients through a blend of amino acids, nootropics, and adaptogens. It leads to improved mood, reduced stress, and enhanced mental performance.


2. Blood Sugar & Metabolism Regulation

As awareness grows around the importance of metabolic health, products aimed at regulating blood sugar levels and improving metabolism have surged in popularity. Expo West featured a range of innovative solutions designed to support these crucial aspects of physical wellness.

Blood Sugar & Metabolism Regulation Expo West

Perfy offers a low-sugar soda infused with nootropics and adaptogens, designed "for a happy brain".  Good Idea beverages combine essential amino acids with chromium picolinate, effectively lowering post-meal blood sugar levels by an average of 25%.




3. Brain Health

The spotlight on cognitive function and brain health was evident. With offerings ranging from nootropics to nutrient-rich snacks, the focus was clear: supporting brain health is not just a trend but a necessity in our fast-paced world.

Brain Health Expo West

BRAINJAVA combines essential vitamins, minerals, nutrients, and amino acids paired with expertly blended Arabica coffee to energize brain. 


4. Mushrooms as a Standout Ingredient

Mushrooms emerged as a hero ingredient across various product formats, celebrated for their adaptogenic and health-enhancing properties. Their versatility and efficacy marked them as a key player in the wellness industry's future.

Mushrooms as a Standout Ingredient Expo West

Wise Bar offers organic, vegan, and gluten-free bars enriched with functional mushrooms and adaptogenic benefits. Pan's Mushroom Jerky is an entirely meat-free snack, with a rich umami taste and chewy texture.


The Rising Focus on Women's Health

A particularly noteworthy trend is the increasing attention on Women's Health. Our observation (personal bias disclaimer included) highlighted a significant market gap: the need for products tested and optimized for women. 

Historically, many solutions have been based on research predominantly conducted on males, leading to a lack of tailored options for women. Expo West showcased a promising shift toward products designed to support women's wellness across different need states, marking a pivotal moment in the industry.

The Rising Focus on Womens Health Expo West

What are your thoughts on this year's Expo West?
Are there any trends you think we're missing here?

Let us know!


Katy Flannery

Director of Venture Strategy at Pilot 44. Katy is the innovative co-founder of Beckon, the pioneering ice cream brand that's redefining dessert with its clean-label, lactose-free ice cream. A woman of resilience and creativity, Katy has consistently proven that limitations are merely opportunities in disguise. Her approach to ambitious projects is marked by a resourceful and tenacious attitude, always ready to tackle challenges head-on and transform potential roadblocks into innovative solutions.