Executive Summary
The Natural Products Expo West (NPEW) 2025, held in Anaheim from March 5-7, showcased significant evolution in the health supplement industry. As manufacturers and retailers navigate an increasingly sophisticated consumer landscape, several key trends emerged that will shape product development and marketing strategies in the coming year. This report provides an in-depth analysis of these trends based on our first-hand observations and market research conducted at the expo.
Key Market Trends
Protein Evolution: From Fitness Enthusiasts to Mainstream Snacking
The most prominent category at NPEW 2025 was protein supplements, which have undergone a remarkable transformation from primarily powder formats to diverse snack options. This shift represents a fundamental change in how consumers integrate protein into their daily routines.
Protein products now appear prominently in retail environments beyond specialty stores, occupying prime shelf space in mainstream outlets like Whole Foods Market and CVS Pharmacy. This visibility confirms protein supplements have secured their position as a cornerstone category within functional foods.
The market expansion has been driven by several factors:
- The widespread adoption of GLP-1 medications has created demand for protein-rich supplements that help maintain muscle mass during weight loss
- Consumer preference has shifted from fitness-focused products to convenient, tasty options that seamlessly integrate into daily routines
- Product innovation has expanded to include bars, bites, cookies, donuts, and pretzels that deliver high protein content with improved taste profiles
Most protein snack products leverage additional health claims beyond protein content, incorporating superfoods, fiber, natural ingredients, vegan formulations, and low sugar messaging to enhance their appeal. This multi-benefit approach strengthens their position as both healthy snacks and meal replacements.
Functional Hydration: Beyond Electrolytes
The hydration category has evolved significantly, with ready-to-drink (RTD) products incorporating additional functional benefits beyond basic hydration. This expansion reflects consumers’ desire for beverages that address multiple health concerns simultaneously.
Modern hydration products now target:
- Energy enhancement
- Immune support
- Gut health optimization
- Beauty-from-within benefits
- Mental wellbeing
Commonly incorporated functional ingredients include vitamins, minerals, pre/probiotics, dietary fiber, collagen, ashwagandha, and L-theanine. Many brands are positioning these products as total wellness solutions, often with vibrant designs and emotionally resonant messaging that appeals particularly to younger consumers.
A parallel trend is the emergence of “clean energy” alternatives to traditional energy drinks. These products emphasize natural or organic caffeine sources (or non-caffeine energy solutions), zero sugar formulations, and additional functional benefits—creating a clear differentiation from conventional energy drinks.
Superfoods: Diversification and Integration
Superfoods have taken center stage at NPEW 2025, expanding beyond green foods to encompass a diverse array of functional ingredients. Lion’s Mane and other functional mushrooms appeared in various formats including powders, gummies, and coffee products—both as standalone ingredients and in combination with vitamins, collagen, and other functional components to enhance their health claims.
Similarly, ingredients like beetroot, ginger, and turmeric are being incorporated into powders, beverages, and chewable formats, often in combination with established functional ingredients to address specific health needs.
The snack category has seen significant innovation through superfood incorporation, particularly with nuts and ancient grains. Products featuring amaranth, cashews, and pecans in bar format have expanded significantly, while spreads, beverages, and soft chews offer alternative delivery methods. These products typically emphasize natural, 100% claims while marketing themselves as delicious, health-conscious snack alternatives.
Women’s Health: Holistic Wellness Approach
The women’s health supplement category has expanded beyond traditional concerns like PMS and menopause to encompass a comprehensive approach to female wellness. Brands are increasingly developing specialized products that address:
- Female-specific health concerns throughout various life stages
- Nutritional needs unique to women
- Digestive health optimization for female bodies
- Mental wellness support tailored to women’s needs
This holistic approach allows brands to create complete product lineups targeting the entire female lifecycle. Many emphasize herbal and naturally-derived ingredients while incorporating emotional design elements and messaging that resonates with their target consumers.
Brain Health: Targeted Solutions for Cognitive Performance
The brain health market has become increasingly segmented, with specialized products addressing specific cognitive concerns:
- Stress management
- Cognitive enhancement
- Focus improvement
- Mood regulation
- Relaxation support
Like the women’s health category, these products often employ emotionally resonant messaging with claims like “Bright Mind,” “Sweet Dreams,” and “Sharper Mind” to create connections with consumers.
An emerging trend within this category is the use of specialized magnesium forms like Magnesium Glycinate and Magnesium L-Threonate, which are particularly linked to mental health benefits including stress reduction, cognitive function, and memory enhancement.
Emerging Signals: The Next Wave of Innovation
Several nascent trends observed at NPEW 2025 indicate future directions for the health supplement industry:
Texture Variation in Functional Foods
As health-conscious consumers shift away from traditional salty snacks and cookies, they’re seeking healthier alternatives that maintain familiar, satisfying textures. This has led to innovations such as protein wafers and puffs that deliver crispy, crunchy experiences while offering nutritional benefits. This texture-focused approach accelerates the convergence of functional foods and traditional snacking.
Plant-Based Milk Diversification
The plant-based milk market continues to expand beyond oat milk, which dominated NPEW 2024, to include diverse ingredients such as corn, pistachio, pecan, flaxseed, and pumpkin seeds. These products universally emphasize protein content while incorporating additional claims like lactose-free formulation, added fiber, non-GMO ingredients, and reduced sugar to address diverse consumer preferences.
Sea Moss: The Rising Superfood Star
Popularized by celebrities and TikTok influencers, sea moss has emerged as a noteworthy superfood trend. Marketed as containing approximately 90 essential minerals and various vitamins, it’s available in liquid, gel, chewable, spread, and capsule formats. Its rapid rise demonstrates the continued importance of social media in driving functional ingredient adoption.
Delivery Format Innovations
While gummies dominated supplement delivery formats at NPEW 2024, this year saw increased diversity in consumption methods. Soft chews similar to fruit chews have gained popularity for superfoods, vitamins, and minerals. Other emerging formats include film strips and fast-melting tablets, though these remain less prevalent. This diversification reflects consumer demand for improved taste experiences and convenience.
Functional Shots: Concentrated Benefits
Small-volume shots (under 80mL) have proliferated across multiple categories, including multivitamins, energy, immunity, digestive health, and mental wellbeing. Energy and mental health products appear particularly prominent in this format. Ingredients range from herbs like ginger and turmeric to traditional functional ingredients. These products offer convenience for situational use and allow consumers to experiment with new supplements without committing to larger quantities.
K-Food Influence on Wellness Products
Korean food culture continues to influence the global wellness market, with an expanded range of products gaining attention. Beyond kimchi and gochujang (fermented chili paste), seaweed snacks are now recognized for their nutritional benefits, demonstrating the growing international appreciation for traditional Korean health foods.
Strategic Implications for Health Supplement Brands
Health supplement brands that wish to capitalize on these trends should consider:
- Developing protein snack products that emphasize both nutritional benefits and satisfying textures
- Creating multi-functional hydration products that address several wellness concerns simultaneously
- Incorporating emerging superfoods into familiar delivery formats
- Adopting holistic approaches to specialized health concerns (women’s health, brain health)
- Exploring innovative delivery methods that improve the consumption experience
The health supplement industry continues to evolve rapidly, with consumer preferences driving innovation across categories. By staying attuned to these trends, manufacturers and retailers can develop products that resonate with today’s health-conscious consumers.
Want to know more health supplements trends?
New dosage formats, chewable capsule
Mushroom extracts market in health supplements
What is Natural Products Expo West?
This report is based on firsthand observations and market research conducted by Kolmar BNH at Natural Products Expo West 2025 in Anaheim, California.
