“Natural” is becoming one of the most alluring terms for both consumers and marketers. As more people seek to lead healthier lives, they’re increasingly turning to toxin-free, natural products. Indeed, the market for natural products has surged in recent years and continues to grow: U.S. consumer sales of natural, organic and healthy products are forecast to grow 64% from $153 billion in 2013 to $252 billion in 2019, a rate nearly double that of mainstream consumer packaged goods, according to New Hope Natural Media, the organizer of Expo West. This report is based on findings from Expo West, the world’s largest natural, organic and healthy products event. Expo West, which took place March 4-8 in Anaheim, California, brought together more than 71,000 industry members and over 2,700 exhibiting companies. With dozens of panels and hundreds of networking events, Expo West is ground zero for emerging trends and innovative products.

1. Trends from
Expo West
April 2015

2. Introduction
Trend 1: Protein Everything
Trend 2: The Ethics Imperative
Trend 3: What’s Old is New
Things to Watch
What We’ll Cover

3. Introduction
“Natural” is becoming one of the most alluring terms for both consumers and marketers. As more people
seek to lead healthier lives, they’re increasingly turning to toxin-free, natural products. Indeed, the market
for natural products has surged in recent years and continues to grow: U.S. consumer sales of natural,
organic and healthy products are forecast to grow 64% from $153 billion in 2013 to $252 billion in 2019, a
rate nearly double that of mainstream consumer packaged goods, according to New Hope Natural Media,
the organizer of Expo West.
The meaning of “natural,” however, has become significantly more nuanced and complex in recent years.
Increasingly, “natural” is being applied across categories, appearing on beauty products, pet products,
cleaning products and elsewhere.
At the same time, consumers are becoming increasingly skeptical of this claim, placing the term under
greater scrutiny.
This report is based on findings from Expo West, the world’s largest natural, organic and healthy products
event. Expo West, which took place March 4-8 in Anaheim, California, brought together more than 71,000
industry members and over 2,700 exhibiting companies. With dozens of panels and hundreds of
networking events, Expo West is ground zero for emerging trends and innovative products.
This report touches on three overarching themes from the show, as well as things to watch for the future.
Introduction

4. Protein Everything
Image credit: Stocksy

5. 62%Of People make it a point of
getting plenty of protein*
*Source: Packaged Facts, ‘14
Protein Everything
People are paying more attention to protein thanks to a
growing belief in its ability to aid weight management
and muscle recovery, as well as its role in satiety.
According to a 2014 survey by Nielsen, nearly one third
of people globally view protein as a very important
attribute in the snacks they eat. Plus, with more people
adopting the protein-heavy paleo diet (2013’s most
Googled diet), protein products have added appeal. No
surprise, then, that the number of products launched in
the US with both a high-protein and vegan claim
increased 54% between 2008 and 2012, per 2013
research by Mintel.

6. Image credits: Chapul; Exo
Crickets As Protein
One increasingly attractive source of sustainable protein
is insects, particularly crickets. Growing evidence of the
nutritional benefits of crickets, paired with mounting
concerns over the environmental consequences of meat
production, are pushing environmentally conscious food
brands to embrace the ingredient. Exo, a brand that
produces snack bars made of cricket flour, claims that
dried crickets are 69% protein, while sirloin steak is only
29% protein. Chapul also showcased snack bars that
blended cricket flour with ingredients like cocoa, coffee
beans, dates, ginger and lime. Other brands, like Six
Foods and Bitty Foods, are also using cricket flour as a
sustainable source of protein. In the U.K., Grub sells
freeze-dried crickets, grasshoppers and worms.

7. Image credits: Pro-nrg; Powerful Yogurt; Blu-Dot;Forte
Protein Products Proliferate
Brands are also finding unexpected ways to provide
people with protein. Other protein-infused products on
the floor included chips (Quest), water (Protein Water),
yogurt (Powerful Yogurt), tea (Blu-Dot) and even ice
cream (Forte).

8. Image credit: Taco Bell
16%Of British consumers are
upping their protein intake
by seeking out groceries
that are high in protein*
*Source: Canadean, ‘15
Opportunity Areas
Consumers’ growing demand for protein presents an
opportunity for brands to build out the nutritional power
of their products. Restaurants have been adding protein-
packed items to their menu. The Protein Bar, which
launched in Chicago and now has several locations
across the U.S., focuses on convenient grab-and-go
protein dishes. Last year, Taco Bell gave its Cantina Bell
menu a protein-focused spin, renaming it “Cantina
Power” and adding burrito and bowl with additional meat
and fewer calories. The brand also tested a Power
Breakfast menu, which included items like Power Greek
Yogurt and a Power Breakfast Bowl of steak, pico de
gallo, cheddar cheese and eggs.
As more people seek alternatives to meat protein, plant-
based protein will surge. Plus, since Millennials are the
most adventurous, open-minded and sustainability-
focused generation, insect protein also has a chance to
find mainstream adoption.

9. The Ethics Imperative
Image credit: Stocksy

10. Introduction
Strong ethics is becoming a keystone of building a successful business.
Consumers’ mounting expectations of brands mean that placing ethics at the
core of business practices is becoming a necessity, rather than a luxury.
With the surge in mission-driven companies that place a commitment to
social change at the heart of their business, the imperative for brands to
foreground ethical practices is only growing stronger.
96% of Millennials believe brands need to think about the
long-term social and environmental consequences of
their actions
Source: MBG Health & Happiness Survey, ‘14
The Ethics Imperative

11. Image credit: B Corporation
B Corps
As part of ongoing efforts to make businesses better for
everyone, more companies are becoming certified “B
Corps,” an official certification given by the nonprofit B
Lab to companies that have passed an assessment of
their overall impact.
There were more than 60 Certified B Corps at Expo
West, including brands like Method, Numi Tea, Seventh
Generation and Cabot Creamery.

12. Image credits: One Percent for the Planet; Make a Stand
Revenue Shares
Brands are also officially setting aside part of their
revenue for social good. Several companies are official
members of For The Planet, which means pledging to
give 1% of sales to nonprofit organizations dedicated to
protecting the environment. Lemonade brand Make A
Stand goes even further, donating 5% of total annual
revenue to select nonprofit organizations.

13. Image credits: This Bar Saves Lives; Bixbee;
Buy One, Give One
Another way brands are embracing a commitment to
social change is by adopting a buy one, give one away
model: donating one product to those in need for every
one purchased. Snack bar brand This Bar, for example,
has a mission to save lives by donating one nutritional
bar to hungry children in Africa for each item purchased
by consumers. Bixbee will donate a schoolbag with
supplies to kids in need for every backpack purchased.
And, as part of its BuyOne:FeedOne campaign,
Yumbutter promises to partner with nonprofits to “feed a
child in need” for every portion of nut butter purchased.

14. 55% of global online consumers are willing
to pay more for products and services from
companies that are committed to positive
social and environmental impact
Source: Nielsen, ‘14
Image credit: Sir Richard’s Condom Company
It’s clear that doing good for the world can also be good
for companies’ bottom line: Nielsen showed that the
percentage of people willing to pay a premium for
products and services from companies that are
committed to positive social and environmental impact
grew 10% between 2011 and 2014.
Among Millennials in particular, there is a growing
recognition that making a profit and improving the world
are synergistic, rather than mutually exclusive.
Though Tom’s Shoes pioneered the concept, the buy
one, give one model has been adopted across
categories, including food, fashion and even condoms.
For example, Sir Richard’s Condoms donates one
condom to charity for each one sold.
Opportunity Areas

15. Image credit: How Good
A new suite of smartphone apps gives consumers
the power to scrutinize how ethical a product
really is, placing even greater pressure on brands to
operate sustainably. How Good, for instance, is an
independent organization that rates a product’s
environmental and social impact based on
sourcing standards, processing practices and
company conduct, then translates this research
into easy-to-read ratings. Smartphone users can
use an app to scan a product’s barcode and
quickly pull up its rating. How Good also works
with stores to display product ratings on shelves. In
fact, How Good found that implementing and
displaying its rating system in-stores contributed to
nearly a $40,000 increase in weekly sales.
Opportunity Areas

16. Image credit: Dave’s Killer Bread
Brands can also take a stand by rethinking their hiring
initiatives or launching advocacy campaigns. For
example, Dave’s Killer Bread, now one of the largest
bread manufacturers in the U.S., promises to help former
convicts reintegrate by ensuring at least a third of its
employees are ex-prisoners. The brand also hosts a
Second Chance Summit, which explores how business
leaders can hire people with criminal backgrounds.
Opportunity Areas

17. What’s Old Is New
Image credit: Stocksy

18. Introduction
The move toward raw, vegan and paleo products has
driven demand for natural foods. More people are
looking to the past for sources of inspiration, embracing
ancient ingredients as the new superfoods.
For instance, the growing popularity of “ancient grains,” a
term used to refer to Old World staples like farro, barley
and teff, points to surging interest in nutritional mystery,
archaeological discovery and anthropological
interpretations of diet and lifestyle.
What’s Old Is New
363%Sales growth of
“ancient grain” spelt
between
July 2013 and July 2014*
159%Sales growth of
“ancient grain” freekeh
between
July 2013 and July 2014*
*Source: Spins, ‘14

19. Image credits: Ancient Harvest; Nature’s Path
Ancient Grains
“Ancient grains” were common ingredients in many
products at Expo West. While the term is still up for
definition, it largely refers to neglected staples like farro,
barley, quinoa and teff.
Organic chip brand Que Pasa showcased Ancient Grains
Tortilla Chips, a product set to debut later this year that
includes buckwheat, quinoa-amaranth and chia. Gluten-
free baking mix brand Amazing Foods for Health also
tapped into the trend, advertising products made with
ancient grains. Ancient Harvest offers pastas, cereals,
flour, quinoa and other items made from grains like
quinoa, millet and amaranth.

20. Image credits: Temple Turmeric; Tu Me Beverages;
Turmeric
Turmeric was another forgotten food that has recently
surfaced. A spicy herb similar to ginger, turmeric is said
to have anti-inflammatory properties, as well as the
ability to treat heartburn and upset stomachs. Some
research suggests that aromatic-turmerone, a
component of turmeric, might even protect the brain by
repairing stem cells.
After reportedly receiving a $3 million investment from
Boulder Investment Group, beverage brand Turmeric:
Elixir of Life re-launched as Temple Turmeric, a line of
juices, smoothies and tonics that promise “positive
inflammation response” and other health benefits. And
TuMe is a turmeric-infused water that claims to aid post-
workout recovery.

21. Image credits: Teapigs;
Matcha
Matcha, a finely ground powder made from green tea
leaves that has been used for centuries in traditional
Japanese tea ceremonies, appears to be growing in
popularity. It reportedly offers a natural energy and
metabolism boost, as well as improved mental alertness
and focus. British tea brand Teapigs launched a range of
matcha products in the U.K. last year, including
powdered green tea and a trio of green tea drinks made
of spring water, juice and matcha. Teapigs is set to
launch matcha products in the U.S. later this year.

22. Image credit: Cheerios
Growing interest in natural products, coupled with a fascination with
our past, is driving a desire to rediscover once-forgotten ingredients.
Teff, cultivated in Ethiopia and Eritrea for more than three millennia, has
also been touted as the next superfood thanks to its high protein, fiber
and calcium content.
Major brands are starting to incorporate ancient grains into their
products. In January, Cheerios debuted a version of its breakfast cereal
called Cheerios + Ancient Grains, which included small amounts of
quinoa, Kamut wheat and spelt.
Brands can also build out the ritualistic component of their food
products. Matcha, for instance, is famous for the ritual of whisking the
ingredients together to create a foamy green beverage.
Opportunity Areas

23. Things To Watch

24. Nuts Are the New Dairy
With more people going dairy-free, nuts are
becoming an increasingly attractive alternative
to cow’s milk. Almond milk sales in the U.S.,
for instance, reached nearly $738 million in
July 2014, a 46% increase from the previous
year, according to Nielsen. The beverage has
now replaced soy as America’s favorite plant-
based milk. At Expo, ZaZa showcased a line of
rich cheesecake desserts made from
ingredients like cashews, almonds, coconut
oil and dates. Treeline Cheese demoed
spreadable cashew-based cheeses.
Image credits: Treeline Cheese; ZaZa
Things To Watch

25. Water 3.0
Coconut water radically changed the
beverage market when it went
mainstream several years ago. Now, a
new crop of beverages is redefining
water again. Maple water has already
been hailed as the next big thing, but
there were even more options at Expo
West. A few standouts included Blossom
Water, which blends natural fruit and
flower extracts; Caliwater, a blend of
water with prickly pear cactus extract
and juice; alcohol-free Hopwater, made
from fermented hops, water and cane
sugar; and even Arty artichoke water.
Image credits: Arty; Blossom Water; Caliwater
Things To Watch

26. Algae Everywhere
Interest in algae is surging thanks to mounting
mainstream evidence of its health properties and
antioxidant content. Spirulina and chlorella, two
kinds of edible algae, were popular ingredients.
Carmit Candy offered chocolate coins infused
with algae, while Japanese brand Sun Chlorella
showcased chlorella tablets and granules, which
are said to deliver 22 vitamins and minerals, as
well as vegan-friendly vitamin B12.
Image credits: Carmit; Sun Chlorella
Things To Watch

27. Guys’ Grooming Grows UpThe market for men’s grooming products is booming, as
more men become comfortable with what was once
considered a feminine activity. Men’s grooming
products are one of the beauty industry’s most rapidly
growing segments, with global sales rising by an average
of 6% a year since 2006, per Euromonitor International.
The company forecasts that in the U.S. alone, men’s
grooming sales will reach $6.5 billion in 2018. With
demand for men’s grooming products growing, the
number of natural options is also expanding. Przman
showcased a line of all-natural products,
free of parabens, GMOs, artificial
fragrances and colors. Thrive
demonstrated a line of natural
grooming products made in
sustainable partnership with
farmers in Costa Rica.
Image credits: Przman; Thrive
Things To Watch

28. About MBGenhance
Enhance is MindBodyGreen’s in-house consulting practice that helps brands understand and
respond to rapidly changing attitudes toward health, happiness and well-being. With our
community of more than 2,500 influencers and a readership of more than 15 million
worldwide, we are uniquely attuned to shifts in culture and consumer mindset. We pull out the
signals from the noise, and translate this into intelligence and insights that can be harnessed to
drive business gain.
About MindBodyGreen
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share content about health, happiness and well- being. With our community of 15 million
monthly unique readers, we are at the forefront of a fundamental shift in the way people lead
their lives.
About MindBodyGreen

29. To learn what
these trends mean
your business…
Contact:
Will Palley
Head Of Strategy & Insights
will@mindbodygreen.com
718.801.8387
@wpalley
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