Your wellness crystal ball, the final stop

★ Your future pantry from Natural Products Expo West 

Our final stop: California's "Superbowl" of natural consumer brands, where wide-eyed Wholefoods buyers scout their next multi-million dollar shelf staples.

The overwhelming theme? Everything must multi-task. Pasta sauce with 80g of protein, gut-friendly sourdough pasta (to pair with said sauce), and probiotic popcorn for dessert. Clearly, we want it all - high-protein, low-sugar, gut-supporting benefits - and in as few products as possible.

Plant-based got a glow-up too. After losing favour once we realised those meat alternatives were basically ultra-processed science experiments, there’s some hope. Companies like Meati and Nature's Fynd are using mushroom roots to create options with fewer ingredients, better texture, and actual nutritional value.

Meanwhile, matcha and pistachio dominated flavour trends (no doubt thanks to TikTok), while dairy made a comeback with A2 milk and cheese (without the A1 protein that makes some of us question our life choices after a latte). 

★ The DR Verdict

If 2025's expo circuit tells us anything, it's that we're demanding more from our wellness investments - multiple benefits, seamless integration into our lives, and actual proof that they work. It’s about damn time. 

Anything caught your eye or surprised you? Hit reply to your main email and let me know!