10 product theme predictions from ExpoWest

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from Caroline McMorrow


1️⃣ Plant based & climate friendly alternatives without the junk
(No fillers, vegetable oils, gums, sugar alcohols, artificial preservatives, etc.). 
Products that are actually both better for you and better for the planet & have the evidence to back that up

2️⃣ Products that cater to specific/niche dietary needs
(Aka, going beyond vegan, gluten-free and dairy-free)
For example:
→ Diabetic friendly/low glycemic
→ Anti-inflammatory
→ Low FODMAP
→ Autoimmune protocol
→ Allergen friendly/free

3️⃣ Products that redefine the vegetable as an indulgence
(Aka, make vegetables taste delicious and well…not like a vegetable)
It’s clear we need to get more people “snacking” on veggies, but the barrier for most is taste.

4️⃣ “Internal beauty” food
The concept of what you eat playing a direct role in the health & vibrance of your skin has taken off in the past few years. And for good reason too…Your skin is your largest organ and made from the foods you consume. 

5️⃣ Food therapeutics for the gut
We know that over 70% of Americans deal with regular GI issues and this number is even higher for women (80%) (NIH). There aren’t a ton of packaged foods out there that won’t wreck the stomach of people with sensitivities to things like
    → Fillers/gums
    → Sugar alcohols
    → Flavorings/dyes
    → An excess of FODMAPs (slow to digest complex carbohydrates)

“Gut friendly” products don’t just mean removing the bad, but also putting in the good (fiber, probiotics, resistant starch)

6️⃣ Low sugar, category defining beverages
(Aka, delivers on something we have yet to see…not another sparkling water or functional soda/juice)

7️⃣ Something for on the go that’s nutrient rich and loaded with protein, but isn’t a bar

8️⃣ Regenerative organic products that educate on how they’re different & demonstrate their impact on human, planetary, and animal health. Regenerative products have a massive opportunity to provide education to consumers that’s been lacking in this category.

9️⃣ Products that lead with story: I love a product that sells me in depth on the “why” before the “what”. Founder-led storytelling has been almost non-negotiable in CPG these past few years

🔟 Creator-led products, or brands that have launched a limited edition skew with a creator/ Unconventional partnerships between creators/brands co-developing products together will continue to gain more traction this year.

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