8 Highlights From Natural Products Expo East
By Brett Dworski on Oct. 31, 2018BALTIMORE -- Retailers, consumers and suppliers from around the country congregated in mid-September at the Baltimore Convention Center for one of the year’s biggest trade shows for natural products. Attendees got a glimpse of the snack, candy, food, beverage and HBC items that will soon be arriving in stores.
Even bug products such as Flourish Farm’s cricket protein and chews were on display.
“Crickets are emerging as a whole ingredient snack and not just a powder,” said Brent Coons, director of natural insights for data insights firm SPINS, Chicago. “We’re going to hear more about domestic cricket farms and how they fit into our culture. Crickets are reinventing themselves as an ingredient in our industry.”
Here are seven more product highlights from the show, with analysis from SPINS …
1. Sparkling water is blurring lines
The flavored sparkling water market is a $1.7 billion segment and is growing at a rate of 23.1%, according to SPINS. The sparkling water segment continues to blur category lines as it borrows benefits from other functional beverages, plant waters and teas, said Coons.
Seasons Sparkling, one of the sparkling water brands showcased at the expo, offers H2O in three fruity flavors: Grapefruit Rose, Lemon Elderflower and Matcha Ginger Turmeric, all of which are free of sugar and calories.
2. Cold brew goes healthy
Sales for both refrigerated and shelf-stable cold-brew coffee products amount to $186.1 million annually and are growing at a 33.3% rate, according to SPINS. Trends at the expo included several unsweetened cold-brew options that target the needs of health-conscious consumers, including Mojo, Bold Brew and Wandering Bear, the latter of which is sugar-free and organic.
3. Cannabinoids (CBDs) keep growing
“CBD is the trend ingredient of the year,” said Coons. “Expos are an opportunity for CBDs to debut themselves in a variety of formats, such as olive oils, sleep aid bath bombs, juice enhancers and coffee beans.”
Kannabia, a premium hemp oil extract, was one CBD product on display at the show. Its packaging provides the doses of each type of CBD contained within the product, such as CBD-V, CBG and THC-V. This is something other CBD companies are expected to do once general cannabis research develops, Coon said.
4. Fermented beverages are gaining traction
Fermented beverages are on the rise, especially kombucha. The market for the fermented sweetened tea is $556.8 million and is growing by double digits in natural, specialty gourmet and conventional multioutlet channels, according to SPINS.
Some kombucha suppliers are promoting the beverage with a twist. Maple syrup manufacturer The Maple Guild displayed its new kombuchas at the show, which are made with fermented maple syrup instead of cane sugar. On the packaging side, kombucha supplier Tribucha not only sells the beverage in cans but has recently begun offering it in boxed six-packs.
5. Coffee creamer gets natural
Natural coffee creamers are making headway. Both dairy and plant-based coffee creamers have grown a combined 19.9% in the $361.5 million coffee creamer market, according to SPINS.
This comes at a time in which many new beverage items promise functional boosts, such as protein or ingredients for cognitive support, said Coons. One example of this displayed at the show was Know Brainer’s Ketogenic Butter Creamer With Collagen, which combines medium chain triglyceride oil with grass-fed butter and no added sugar.
6. Insect repellent expecting growth
Although insect repellent products marketed with a “natural” twist are showing an annual decline of 1.5%, SPINS predicts this segment to move upward in 2019 as consumers look to reduce exposure to toxins often found in traditional insect repellents.
Brands such as Brittanie’s Thyme, Sky Organics, Four Elements and Murphy’s bring organic oils into the equation. Some feature catnip oil, while others use lemon eucalyptus oil, a plant-based ingredient that is recognized for protection by the Centers for Disease Control and Prevention, according to SPINS.
7. Body oils are a hot commodity
The body and massage oil market is currently a $161.1 million segment and is growing at a 4.7% rate, according to SPINS.
Similar to previous segments, body oils are using better-for-you campaigns to attract consumers. Coconut body oil brand Nutiva, for instance, comes in Blissful Grapefruit, Calming Lavender, Energizing Ginger and Pure Unscented varieties, all of which are certified organic, certified vegan, Non-GMO Project verified and Leaping Bunny approved (not tested on animals).