{"id":9962,"date":"2025-04-30T12:12:44","date_gmt":"2025-04-30T03:12:44","guid":{"rendered":"https:\/\/kolmarbnh.co.kr\/en\/?p=9962"},"modified":"2025-04-30T12:14:10","modified_gmt":"2025-04-30T03:14:10","slug":"insights-from-2025-natural-products-expo-west-npew","status":"publish","type":"post","link":"https:\/\/kolmarbnh.co.kr\/en\/blog\/insights-from-2025-natural-products-expo-west-npew\/","title":{"rendered":"Insights from 2025 Natural Products Expo West (NPEW)"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Executive Summary<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"900\" height=\"900\" src=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/2025\ub144-4\uc6d4-30\uc77c-\uc624\ud6c4-12_06_22.png\" alt=\"\" class=\"wp-image-9979\" style=\"width:583px;height:auto\" srcset=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/2025\ub144-4\uc6d4-30\uc77c-\uc624\ud6c4-12_06_22.png 900w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/2025\ub144-4\uc6d4-30\uc77c-\uc624\ud6c4-12_06_22-300x300.png 300w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/2025\ub144-4\uc6d4-30\uc77c-\uc624\ud6c4-12_06_22-150x150.png 150w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/2025\ub144-4\uc6d4-30\uc77c-\uc624\ud6c4-12_06_22-768x768.png 768w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.<\/p>\n\n\n\n<div style=\"height:80px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Key Market Trends<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Protein Evolution: From Fitness Enthusiasts to Mainstream Snacking<\/h3>\n\n\n\n<figure class=\"wp-block-image size-medium is-resized\"><img decoding=\"async\" width=\"297\" height=\"300\" src=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc2-297x300.png\" alt=\"\" class=\"wp-image-9964\" style=\"width:323px;height:auto\" srcset=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc2-297x300.png 297w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc2-1013x1024.png 1013w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc2-768x777.png 768w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc2.png 1076w\" sizes=\"(max-width: 297px) 100vw, 297px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The market expansion has been driven by several factors:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The widespread adoption of GLP-1 medications has created demand for protein-rich supplements that help maintain muscle mass during weight loss<\/li>\n\n\n\n<li>Consumer preference has shifted from fitness-focused products to convenient, tasty options that seamlessly integrate into daily routines<\/li>\n\n\n\n<li>Product innovation has expanded to include bars, bites, cookies, donuts, and pretzels that deliver high protein content with improved taste profiles<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Functional Hydration: Beyond Electrolytes<\/h3>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"350\" height=\"328\" src=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc4.jpg\" alt=\"\" class=\"wp-image-9965\" srcset=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc4.jpg 350w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc4-300x281.jpg 300w\" sizes=\"(max-width: 350px) 100vw, 350px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"374\" height=\"374\" src=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc5.jpg\" alt=\"\" class=\"wp-image-9966\" srcset=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc5.jpg 374w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc5-300x300.jpg 300w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc5-150x150.jpg 150w\" sizes=\"(max-width: 374px) 100vw, 374px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The hydration category has evolved significantly, with ready-to-drink (RTD) products incorporating additional functional benefits beyond basic hydration. This expansion reflects consumers&#8217; desire for beverages that address multiple health concerns simultaneously.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Modern hydration products now target:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Energy enhancement<\/li>\n\n\n\n<li>Immune support<\/li>\n\n\n\n<li>Gut health optimization<\/li>\n\n\n\n<li>Beauty-from-within benefits<\/li>\n\n\n\n<li>Mental wellbeing<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A parallel trend is the emergence of &#8220;clean energy&#8221; 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\u2014creating a clear differentiation from conventional energy drinks.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Superfoods: Diversification and Integration<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Superfoods have taken center stage at NPEW 2025, expanding beyond green foods to encompass a diverse array of functional ingredients. Lion&#8217;s Mane and other functional mushrooms appeared in various formats including powders, gummies, and coffee products\u2014both as standalone ingredients and in combination with vitamins, collagen, and other functional components to enhance their health claims.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Women&#8217;s Health: Holistic Wellness Approach<\/h3>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"695\" height=\"1024\" src=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc7-4-695x1024.png\" alt=\"\" class=\"wp-image-9971\" style=\"width:270px;height:auto\" srcset=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc7-4-695x1024.png 695w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc7-4-203x300.png 203w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc7-4.png 700w\" sizes=\"(max-width: 695px) 100vw, 695px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The women&#8217;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:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Female-specific health concerns throughout various life stages<\/li>\n\n\n\n<li>Nutritional needs unique to women<\/li>\n\n\n\n<li>Digestive health optimization for female bodies<\/li>\n\n\n\n<li>Mental wellness support tailored to women&#8217;s needs<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Brain Health: Targeted Solutions for Cognitive Performance<\/h3>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"411\" height=\"493\" src=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc8.png\" alt=\"\" class=\"wp-image-9972\" style=\"width:402px;height:auto\" srcset=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc8.png 411w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc8-250x300.png 250w\" sizes=\"(max-width: 411px) 100vw, 411px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"435\" height=\"503\" src=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc9.png\" alt=\"\" class=\"wp-image-9973\" srcset=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc9.png 435w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc9-259x300.png 259w\" sizes=\"(max-width: 435px) 100vw, 435px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The brain health market has become increasingly segmented, with specialized products addressing specific cognitive concerns:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Stress management<\/li>\n\n\n\n<li>Cognitive enhancement<\/li>\n\n\n\n<li>Focus improvement<\/li>\n\n\n\n<li>Mood regulation<\/li>\n\n\n\n<li>Relaxation support<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Like the women&#8217;s health category, these products often employ emotionally resonant messaging with claims like &#8220;Bright Mind,&#8221; &#8220;Sweet Dreams,&#8221; and &#8220;Sharper Mind&#8221; to create connections with consumers.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.<\/p>\n\n\n\n<div style=\"height:80px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Emerging Signals: The Next Wave of Innovation<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Several nascent trends observed at NPEW 2025 indicate future directions for the health supplement industry:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Texture Variation in Functional Foods<\/h3>\n\n\n\n<p>As health-conscious consumers shift away from traditional salty snacks and cookies, they&#8217;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.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Plant-Based Milk Diversification<\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"399\" height=\"399\" src=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc11.png\" alt=\"\" class=\"wp-image-9974\" srcset=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc11.png 399w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc11-300x300.png 300w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc11-150x150.png 150w\" sizes=\"(max-width: 399px) 100vw, 399px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Sea Moss: The Rising Superfood Star<\/h3>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"988\" height=\"811\" src=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc12.png\" alt=\"\" class=\"wp-image-9975\" srcset=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc12.png 988w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc12-300x246.png 300w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc12-768x630.png 768w\" sizes=\"(max-width: 988px) 100vw, 988px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"999\" height=\"1024\" src=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc13-999x1024.png\" alt=\"\" class=\"wp-image-9976\" style=\"width:324px;height:auto\" srcset=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc13-999x1024.png 999w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc13-293x300.png 293w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc13-768x787.png 768w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc13.png 1087w\" sizes=\"(max-width: 999px) 100vw, 999px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<p>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&#8217;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.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Delivery Format Innovations<\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"398\" height=\"299\" src=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc14.jpg\" alt=\"\" class=\"wp-image-9977\" srcset=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc14.jpg 398w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc14-300x225.jpg 300w\" sizes=\"(max-width: 398px) 100vw, 398px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Functional Shots: Concentrated Benefits<\/h3>\n\n\n\n<p>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.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">K-Food Influence on Wellness Products<\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"465\" height=\"349\" src=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc16.jpg\" alt=\"\" class=\"wp-image-9978\" srcset=\"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc16.jpg 465w, https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/\uadf8\ub9bc16-300x225.jpg 300w\" sizes=\"(max-width: 465px) 100vw, 465px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.<\/p>\n\n\n\n<div style=\"height:80px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Strategic Implications for Health Supplement Brands<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Health supplement brands that wish to capitalize on these trends should consider:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Developing protein snack products that emphasize both nutritional benefits and satisfying textures<\/li>\n\n\n\n<li>Creating multi-functional hydration products that address several wellness concerns simultaneously<\/li>\n\n\n\n<li>Incorporating emerging superfoods into familiar delivery formats<\/li>\n\n\n\n<li>Adopting holistic approaches to specialized health concerns (women&#8217;s health, brain health)<\/li>\n\n\n\n<li>Exploring innovative delivery methods that improve the consumption experience<\/li>\n<\/ol>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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&#8217;s health-conscious consumers.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Want to know more health supplements trends?<\/p>\n\n\n\n<p><a href=\"https:\/\/kolmarbnh.co.kr\/en\/blog\/chewable-soft-capsule-innovation-kolmar-bnhs-market-leadership\/\">New dosage formats, chewable capsule<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/kolmarbnh.co.kr\/en\/blog\/a-growing-force-in-the-mushroom-extracts-market\/\">Mushroom extracts market in health supplements<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.expowest.com\/en\/home.html\" target=\"_blank\" rel=\"noopener\">What is Natural Products Expo West?<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><em>This report is based on firsthand observations and market research conducted by Kolmar BNH at Natural Products Expo West 2025 in Anaheim, California.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":9979,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"rank_math_lock_modified_date":false,"footnotes":""},"categories":[25],"tags":[],"class_list":["post-9962","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study"],"jetpack_featured_media_url":"https:\/\/d1kv469isxhbtb.cloudfront.net\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/2025\ub144-4\uc6d4-30\uc77c-\uc624\ud6c4-12_06_22.png","_links":{"self":[{"href":"https:\/\/kolmarbnh.co.kr\/en\/wp-json\/wp\/v2\/posts\/9962"}],"collection":[{"href":"https:\/\/kolmarbnh.co.kr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kolmarbnh.co.kr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kolmarbnh.co.kr\/en\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/kolmarbnh.co.kr\/en\/wp-json\/wp\/v2\/comments?post=9962"}],"version-history":[{"count":3,"href":"https:\/\/kolmarbnh.co.kr\/en\/wp-json\/wp\/v2\/posts\/9962\/revisions"}],"predecessor-version":[{"id":10040,"href":"https:\/\/kolmarbnh.co.kr\/en\/wp-json\/wp\/v2\/posts\/9962\/revisions\/10040"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kolmarbnh.co.kr\/en\/wp-json\/wp\/v2\/media\/9979"}],"wp:attachment":[{"href":"https:\/\/kolmarbnh.co.kr\/en\/wp-json\/wp\/v2\/media?parent=9962"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kolmarbnh.co.kr\/en\/wp-json\/wp\/v2\/categories?post=9962"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kolmarbnh.co.kr\/en\/wp-json\/wp\/v2\/tags?post=9962"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}