Natural Products Expo West has unveiled its annual trends forecast, identifying 17 trends poised to shape the natural products industry in 2027. The forecast reveals a market looking backward and forward at once, as consumers seek products combining tradition, transparency and increasingly precise benefits.
Economic pressure, digital fatigue and evolving health priorities are influencing how consumers eat, drink, supplement and socialize, according to the forecast, fueling everything from small everyday indulgences to a new generation of health-focused “third places.” These are informal spots where people gather and socialize, such as coffee shops, pubs, barbershops, churches, the local diner, etc.
Top 10 trends
- Heritage dairy. Dairy traditions from Eastern Europe, the Mediterranean and Southeast Asia, including Vietnamese-style yogurt, Hungarian túró and labneh, are bringing new energy to U.S. shelves. Nutrition Business Journal projects the dairy category will grow 7.3 percent in 2027.
- Ancient grain revival. Brands are drawing from a broader global pantry, from Southeast Asian adlai to emmer farro, amaranth and heritage blue corn, as consumers seek minimally processed protein and fiber.
- What’s the beef? Beef is leading growth in meat, fish and poultry, projected to climb 10.9 percent, as renewed interest in protein converges with demand for regenerative and pasture-raised production and whole-animal eating.
- Modern maladies. Emerging health threats such as microplastics and alpha-gal syndrome are prompting new product solutions.
- Pucker power. Pickle-flavored snack sales are up 30 percent year over year, against 3.8 percent growth for snacks overall, while fermentation, vinegar and globally inspired sour flavors expand into more categories.
- Lifestyle hub takeover. Kava bars, matcha cafés, broth bars, sauna clubs and gyms are becoming social destinations, with functional beverages moving between these spaces and retail shelves.
- Third-wave functional beverages. After waves of caffeinated sports drinks and alcohol alternatives, emerging products emphasize cleaner formulations and benefits tied to particular needs and life stages.
- Affordable indulgence. Gen Z’s “treat culture” is fueling small, attainable luxuries, from premium pantry staples and café-style latte mixes to spa-like personal care.
- Multisensory magic. Jelly moisturizers, serum sticks, hydrogel patches and sensorial sunscreens are bringing experimentation to everyday personal care.
- Hyper-focused supplementation. Formulations are targeting histamine rather than general gut health, muscle preservation during GLP-1 use rather than broad weight support and perimenopausal sleep rather than broad women’s health, with AI-assisted shopping and wearables accelerating the shift.
“The most important trends aren’t always things we’ve never seen before. They’re often familiar movements reaching an inflection point as they’re infused with new ideas, applications and relevance,” said Jessica Rubino, VP of content and market intelligence at Informa Health & Nutrition. “What’s exciting about 2027 is that we’re seeing a broader definition of innovation.”
The complete report spans food, beverage, supplements and personal care, with additional trends covering amino acids beyond sports nutrition, the evolution of Ayurvedic ingredients, metabolic health and men’s health. It is available at newhope.com.
New Hope Network, part of Informa Markets, produces Natural Products Expo West, the natural products industry’s largest trade show.