While a couple of months have passed, during the week enjoying Expo West along with the NCG staff, SPINS found it helpful to link the product trends we were seeing to seasonal changes in weather. Some trends were just starting to bloom, while others had seemingly reached their autumnal peak. Throughout the halls, floors, tents and pop-ups, the following trends stood out both for their popularity across booths and for their distinct stages within the larger product trend life cycle.

Spring Phase

There were several product trends beginning to emerge; limited in scope but with endless potential ahead.

• Plant-elevated products were reinvigorated at Expo West, moving beyond standard produce with a new focus on seafood substitutes and sea vegetables.

• A wide array of alcohol-free beverages designed for mixing and as standalone mocktails positioned themselves for both special occasions and the everyday sober-curious lifestyle.

• A stronger embrace of global flavors allows consumers to sample world cuisine from the comfort of their own kitchen, while elevating diverse and BIPOC-owned brands at the same time.

Summer Phase

These were product trends expanding in scope with wide visibility and great potential.

• A focus on sustainability has moved to the forefront of brands’ identities and narratives as they strive to match increased consumer interest and concerns. Less-wasteful packaging, key certifications and a stated respect and support for the food communities brands pull from all stuck out as proud achievements.

• Brands continue to mix and match benefits of one category into another as they tap into consumer acceptance of dual functionality. Protein, adaptogens and even caffeine were popping up in unexpected categories.

Autumn Phase

Established product trends with significant presence, though with a maximized scope in terms of expansion.

• Long past the days of soymilk domination, the alternative milk category has expanded to encapsulate nearly every nut under the sun, along with bananas, oats and even animal-free dairy.

• Mushrooms have been fully adopted as the perfect superfood with health benefits included in everything from kombucha and kids’ snacks to supplements and entrees to alternative milks.

• Gut health continues to be a focus for many consumers, and brands are recognizing the need for more “gut-friendly” products. Prebiotic and probiotic sodas are here to stay, but those trends are also appearing in salsa, salad dressing and more.

Winter Phase

These products have been proven across markets, though their reach may be contracting.

• Sparkling and still water remains a crowded category, with several larger brands declining while consumers seek out lower-priced products and “trade down” from name brands. Younger consumers’ interest in sustainability and concerns surrounding water conservation may challenge packaged water’s future.

• Wellness/nutritional bar sales have rebounded post-pandemic, but it remains a very saturated segment with several new players still entering the market. Be mindful of ingredients, the nutrition facts label and heavily hyped claims as brands fight to differentiate. Limit assortment to top-selling and unique items that shoppers are seeking. 

As always, SPINS data is an excellent resource to understand the sales impact of each trend within your individual store and identify which trend is best for you to pursue!