We've seen a lot about there just not being much at Expo West this year in terms of innovation.

Maybe that’s true. But trends are funny things in CPG- they ebb and flow, peak, roll in like a huge thunderstorm and break all of a sudden into the mainstream, or the bubble bursts (sorry about the mixed metaphors)

Things just don’t come and go that quickly, so it’s not surprising you’ll see the same mega trends YOY (protein, mushrooms, gut health). They haven’t hit peak mainstream yet.

There is still newness and signs of tides gently turning if you look closely enough.

Here are a few of our takeouts  

🍄 Mushrooms- even more prolific now- mushroom coffee, mushroom gummies, mushroom infused snack bars. Surely we’ve peaked‍

‍Ashwaganda- if it didn’t have a mushroom in it, it had Ashwaganda, sometimes both.

🚺 Women’s health

‍🥙 Middle Eastern food

‍🍹 Lo & no- Interesting the U.S is dominated by RTD’s

🥩 Meat, dairy, real food-The pendulum is swinging back (related- protein is also everywhere, still)

🍬 And maybe as a by product of the 'real food' trend- Dates- yes the dried fruit. Straight up, flavoured, stuffed so they taste like an actual Mars Bar.