5 Trends to Watch for at Natural Products Expo West
February 7, 2017
Natural and organic products and packaging are becoming the norm instead of just a passing trend. As we exhibit at Natural Products Expo West (NPEW) each year we are consistently impressed with the innovations and growth in this industry. In preparation for this year's expo, we want to share with you the top trends we are seeing in the natural and organic market.
1. Clean and Clear Labeling
Clean label trends are continuing to gain traction in overall food and beverage, and now even the pet food industry, but the natural and organic product market is consistently held to a higher standard. Today's natural product companies are expected to embrace a higher level of clarity in labeling by default. After all, consumers purchase organic products because they desire greater transparency and control in their choices.
Consumers expect packaging to tell the whole story; where the product was sourced, how it was processed and packaged, what the ingredients are, and the values the company holds dear. It's a tall order, but with influential groups like Millennials desiring to make values-based, well-informed purchasing decisions, natural and organic product companies will be increasingly under the microscope when it comes to labeling and packaging.
2. (A Lack of) Regulations
With a new administration that favors deregulation, the U.S. food and beverage industry may now operate within a marketplace that is increasingly laissez-faire. For better or for worse, in the natural and organic product universe, this means changes in the way you do business. In an industry that has historically sought or supported regulation and legislative guidance with regards to issues like GMOs, the definition of 'organic', antibiotic and pesticide use in food, and food safety, the relaxation or abolishment of regulations and oversight can invite both challenges and opportunities.
3. Packaging, Not Preservatives
The packaging of natural and organic products must not only fulfill marketing and labeling demands but also be functional in the sense that it protects and preserves the product within. When your product doesn't contain preservatives, it may need a little extra help to stay fresh on its way to the end-user. Modified Atmosphere Packaging (MAP) options are being embraced by the industry as a value-added way to ensure product safety, a longer lifespan, and preservation of the product's color, texture, and taste.
4. Mindful Meal Prep
Whole Foods Market expects the meal kit industry to continue to grow, but with more attention to stretching the consumer's dollar, reducing food waste, saving time, and living a healthier lifestyle. As the meal kit home delivery market took off over the past year, consumers began to voice their concerns over an increase in packaging and waste. These concerns are not falling on deaf ears; meal kit companies have stepped up their game with innovations in their packaging and production.
5. Increasing Niche Markets & Personalization
With the power of the internet at their fingertips, consumers are more informed than ever before, especially when it comes to their choices in food, beverage, and personal care. They no longer feel the need to follow a prescribed, standard regimen, and instead feel empowered to come to their own conclusions about which lifestyle products are best for them.
Increasing fragmentation in already specific natural and organic product markets further reinforces consumer choices, creating a feedback loop that further favors niche products and personalization of ingredients.
Read more about natural and organic packaging trends and innovations:
