Seven Key Trends Emerging from Natural Products Expo West 2026

25/03/2026
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A few weeks ago, the Treatt team headed to Anaheim for Natural Products Expo West 2026. With thousands of exhibitors and a sea of innovation, our team scouted the latest shifts in flavor, format and consumer behavior. The show provided some fascinating insights into where the food and beverage industry is headed.

1. Functional beverages continue to lead innovation

We saw protein, fiber, collagen and mushroom-based formulations dominating across multiple categories, including coffee, soda and hydration. Notable examples were protein lattes, adaptogen-infused seltzers, and nootropic mood-supporting tonics.

Treatt’s Take: Functional beverages remain the primary driver of innovation, increasing demand for flavor systems that perform in complex formulations. As brands push the limits of ingredients like kava or botanical extracts, there is an emerging need for high-impact flavor systems that can mask functional off-notes while delivering a strong sensory impact. Learn more.

2. Non-alcoholic and low-alcohol beverages are expanding

The Non-alcoholic and low-alcohol beverage space is moving beyond simple juice blends into sophisticated drinks that replicate spirits, wine and cocktails. The focus was on burn, mouthfeel, botanical complexity and sophisticated flavor layering.

Treatt’s Take: There is increasing demand for complex botanical, citrus and spice flavor systems that mimic traditional alcoholic beverage profiles. Learn more.

3. Global and culinary flavor profiles

Many booths leaned heavily into internationally-inspired flavor systems, reflecting a shift toward restaurant-style culinary complexity in consumer packaged goods (CPG). Themes included:

• Mexican chili blends
• Korean BBQ
• Southeast Asian herbs and spices
• Mediterranean herb combinations

Treatt’s Take: The modern consumer is looking for authentic regional flavor experiences, requiring high-impact, natural extracts and flavors that translate across snacks, sauces, marinades and drinks.

4. Emerging flavor trends

The ‘swicy’ (sweet and spicy) trend is officially mainstream, often paired with an interest in exotic, non-traditional citrus varieties like calamansi, yuzu, sudachi, kabosu, pomelo and grapefruit (especially in beverages). Trending flavors across beverages and foods included:

• Fruits: blackberry, dragon fruit, blackcurrant, fig and plum.
• Botanicals/tea: rose, chai, matcha and white tea.
• The vibe: Maximalist, layered flavor profiles.

Treatt’s Take: Citrus innovation remains strong, particularly with exotic varieties, which aligns perfectly with our citrus expertise and natural extract portfolio. Learn more.

5. Natural sweeteners are gaining momentum

Consumer fatigue with ‘ultra-processed’ ingredients has seen a growing preference for recognizable, clear labels. In addition to high-impact non-caloric natural sweeteners (stevia, monkfruit, allulose and erythritol), brands increasingly featured caloric natural sweeteners like dates and coconut nectar. Honey appeared frequently in tea, sauces, snacks and frozen desserts.

Treatt’s Take: Brands want clean labels, creating an opportunity for flavor systems designed to complement non-caloric sweeteners, as well as honey and date profiles. Learn more.

6. Coffee category consolidation

Compared with previous years, Expo West featured fewer emerging RTD coffee startups. The category is now dominated by large functional brands and vertically integrated specialty roasters; by using their own roasted coffee supply, they are becoming more self-reliant for their base liquid.

Treatt’s Take: Innovation is shifting toward cost-effective, high-impact liquid coffee solutions from large-scale manufacturers and ingredient suppliers who can offer consistency at volume. Learn more.

7. Experiential Marketing and Emerging Technology

This year’s Expo West signaled a definitive shift: brand engagement is now driven by immersive storytelling rather than mere product placement. Leading exhibitors favored high-impact, experiential booth designs (like Chobani’s World Cup–inspired stadium) to drive deeper engagement, social sharing and longer dwell times. This reflects a broader trend where customers prioritize multi-sensory, immersive discovery over traditional sampling.

In parallel, the growing ‘tech-ification’ of CPG was apparent, highlighted by a robotic dog demonstration on the show floor. By prioritizing immersive spaces and cutting-edge tech, brands are finding new ways to stay relevant and stand out in an increasingly crowded global market.

Treatt’s Take: As CPG adopts a 'CES-style' playbook, the pressure for rapid innovation increases. AI and automation are emerging as the next-wave enablers of formulation, speed-to-market and differentiation. Brands need flavor partners who provide high-stability, tech-ready ingredients that don’t sacrifice sensory depth for speed.

Final thoughts

If there was one overarching takeaway from the show, it’s that experience is everything. At Treatt, we believe the beverage inside the can should be just as captivating. Whether it’s through an organic fruit extract for a clean-label boost or a complex botanical distillation for a non-alcoholic spirit, we’re here to help you bring these trends to your next formulation.

Ready to get started? Contact the Treatt team today.


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