Natural Products Expo West 2026 brought together more than 60,000 CPG leaders to showcase the latest innovations across food, beverage, and personal care. It was clear across the show floor that brands gaining traction are those who proactively align with the greatest influencers of consumer purchase decisions today.
Numerator identified four key drivers shaping consumer choice in 2026: financial standing (a focus on value and budget management), personal health (prioritizing nutrition and wellness), product performance (seeking innovation and products that deliver on their promise), and brand availability (choosing brands that are easy to find where they shop). These consumer influences were reflected in Expo West trends, including protein expanding beyond traditional occasions, the rise of functional ingredients, an increased emphasis on clean and transparent labels, and growing interest in globally inspired flavors.
Protein Expands Beyond Traditional Snacking Occasions
Protein was one of the most prominent themes on the show floor, extending beyond traditional snack categories into nearly every aisle. While high-protein snacks have driven recent growth, brands are now incorporating protein into everyday foods and beverages to meet demand for convenient, all-day nutrition. This year, protein-forward innovation appeared across unexpected formats like candy, granola, bread, and pasta, spanning all meal occasions. Challenger brands are pushing the category forward with offerings like Purely Elizabeth’s protein granola, Laird’s protein coffee, and Loopini’s protein-packed pizza. At the same time, established players are reinforcing the trend, with Barilla spotlighting its Protein+ pasta and Organic Valley introducing a new Protein Plus line—positioning protein as an everyday benefit for the whole family.
This momentum reflects a broader shift in consumer priorities. According to Numerator’s Vision 2026, protein remains one of the few macronutrients growing in importance for shoppers. However, winning in this space requires more than simply adding protein. Consumers are also looking for products that deliver on taste, convenience, and clean ingredients. With nearly three-quarters of shoppers prioritizing a “clean” lifestyle, brands must balance protein claims with shorter ingredient lists, fewer artificial additives, and overall transparency to stand out in an increasingly crowded market.
Clean Living and Ingredient Transparency
Brands across food, beverage, and personal care are emphasizing transparency and simpler ingredient lists. Numerator’s 2026 Visions analysis shows that consumers are increasingly evaluating product labels through a lens of minimization, seeking shorter ingredient lists, fewer artificial dyes and colors, and reduced preservatives or additives. This shift is reinforced by Numerator consumer pulse surveys, which show shoppers are scrutinizing labels from both a nutritional and product composition standpoint. Brands across the show floor leaned into this messaging, with Spindrift emphasizing that “real fruit tastes better” and Nutpods highlighting its “naturally better coffee creamers.”
The trend extended beyond food into personal care on the show floor, with brands like Guests on Earth promoting “clean is the new self-care,” and ATTITUDE building its positioning around safer, more transparent products for consumers seeking healthier, eco-conscious options. Simplicity and transparency are becoming central to broader wellness routines, with more than two-thirds of makeup-with-benefits buyers looking to simplify their routines and prioritize fewer, more purposeful products.
As brands determine their targeting strategies, the specific ingredients and claims that resonate vary by generation: younger consumers prefer broader, more holistic clean-label signals, while older consumers focus more on reducing sugars, syrups, and artificial dyes. This makes claims testing critical, as Numerator research shows that clear, quantifiable statements outperform vague language. Certifications can also be powerful conversion drivers, though they often underperform due to low awareness and understanding. Overall, consumer behavior reflects this growing focus on ingredient transparency, with 31% of shoppers reporting that they review product labels more closely (+4 pts vs. July 2025) and 26% actively avoiding certain ingredients (+3 pts vs. July 2025).
Functional Ingredients Move Into the Spotlight
Beyond protein and clean living, brands are driving innovation in functional ingredients—particularly creatine and fiber—across categories such as powdered drink mixes, liquid enhancers, ready-to-drink beverages, and gummies. These formats reflect how brands are making it easier for consumers to incorporate added nutrition into their daily routines. On the show floor, this included products such as Bloom’s creatine gummies and That’s It’s newest fiber bar, as well as solutions that go beyond traditional nutrients—like Veggipasta, which promotes a serving of vegetables in every portion.
In a competitive market, brands are leaning into clear, benefit-led messaging to stand out. Products like Ryl Tea advertise “iced tea with benefits” directly on packaging to quickly communicate added value to shoppers. This approach aligns with Numerator’s 2026 Visions analysis, which found that 37% of consumers prefer to get nutrients through a mix of foods and supplements. This ultimately signals an opportunity for brands to bridge the gap by embedding functional benefits into everyday products. Although they must also recognize that for many shoppers, what’s not in a product, like fewer additives and simpler ingredients, matters just as much as what is.
Beyond Caffeine: The Rise of Functional Energy
Consumers are rethinking energy, shifting away from high-caffeine options toward more moderate, functional energy that supports mood, focus, and cognitive performance—without the crash. This shift was evident across Expo West, where products like Bloom’s Sparkling Energy Drink stood out. As Numerator’s second fastest-growing brand of 2025, Bloom is gaining traction with a better-for-you energy drink powered by natural caffeine from green coffee beans, prebiotic fiber, and functional botanicals like green tea extract. The approach is resonating: Bloom’s energy drink grew penetration by 6.1 percentage points. By aligning with how consumers increasingly define wellness—prioritizing functional benefits, gut health, and clean-label ingredients—the brand has successfully broadened its appeal and accelerated growth. This evolution in consumers’ definition of wellness is also reshaping competition and impacting the coffee category, as emerging brands like Bloom, ZOA, Alani Nu, and Bang Energy are successfully stealing share, particularly from ready-to-drink formats including iced coffee and cold brew.
Global Flavors Spotlight Korean and Japanese Innovation
Global flavors continue to gain traction across the show floor, with Korean and Japanese influences prominent across snacks and meal formats. South Korean brands such as Pulmuone, Jayone, and Dongwon had a strong presence, along with seaweed snacks in multiple formats and Korean-inspired sauces from brands like VIVID, often positioned as low-sugar or zero-calorie. Social media–driven convenience foods like tteokbokki and dumplings were also widely featured, reflecting growing consumer demand for accessible, ready-to-eat global options.
This momentum and growing trend are reinforced by broader cultural influence. According to a recent Numerator article, 42% of consumers say KPop Demon Hunters increased their interest in Korean media, 34% in Korean food and beverages, and 25% in K-beauty—while 42% say a brand partnership tied to the film would increase purchase intent, highlighting the impact pop culture has on purchasing behavior.
Conclusion
As these trends evolve, the brands that win will be those that tie innovation directly to real consumer needs. In 2026, emerging brands should focus on three priorities: sustain momentum in consumptive nutrition, clearly highlight macronutrients and functional benefits while reinforcing a holistic, quality-driven approach, and embrace “less is more” as consumers evaluate products as much by what’s excluded as what’s included. To see how these trends apply to your brand or category, connect with your Numerator representative or reach out to hello@numerator.com.
