Each year, Natural Products Expo West sets the stage for the latest in health, wellness, and consumer product innovation—and 2025 was no exception. Our team immersed ourselves into the world of Expo which heavily involves creativity, passion, and bold brand storytelling. From immersive booth experiences to innovative product launches, here are the top takeaways from our time at Expo West 2025. One of the most memorable aspects of Expo West was the sensory overload—in the best way possible. Brands went all in to make sure their booths didn’t just stand out but stuck with attendees long after they’d moved on. “Kodiak brought the perfect camping trip experience inside the expo hall—complete with live music,” said Julie. The camping vibes and ambiance created by Kodiak left a lasting impression on multiple members of our team. Other experiential standouts included interactive installations like conveyor belt sampling at booths such as Mary’s Gone Crackers and Goodles. “It was a unique, interactive way to distribute a sample,” Savannah shared.

Our own activation with Slice, Suja, and Vive proved how thoughtful design and interactive elements could elevate a brand experience. The activation had a vibrant booth in the hall but also had an eye-catching vending machine which blended fun with functionality—capturing attention and sparking conversations throughout the venue and allowing people to take a sample while on the move. Savannah humorously noted one trend that was impossible to ignore: “PICKLES!!!! I saw pickles everywhere—pickle shots, pickle pizza, pickle chicken nuggets.” Expo West 2025 leaned heavily into themes of self-care and holistic wellness. Julie noted an abundance of “boho and calming colors” signaling a shift toward tranquility. When it came to trends, the mood enhancement category stole the spotlight. “Ashwagandha and other mood-enhancing/relaxation products were definitely trending,” Julie observed. Ingredients like L-theanine, lavender, and magnesium were also frequently featured, alongside natural sweeteners and clean-label formulations—highlighting the industry’s continued push toward healthier alternatives. Sustainability, too, remained central. Brands showcased eco-friendly packaging, recycled materials, and emphasized transparency around ingredient sourcing.

One of the most important lessons from Expo West? Impact isn’t always proportional to footprint size. “Some of the most impressive booths were small but made a huge impact by focusing on the little details—giveaways, entertainment, uniforms, and overall experience,” Julie noted. As Mark noted, the brands that are moving the needle are the ones embracing not just trends—but meaningful, authentic engagement. Beyond the booths and samples, the real magic of Expo West was in the personal connections and shared inspiration. “Honestly, the most rewarding part was meeting the incredible people I work with every day in person,” said Julie. “Connecting on a more personal level was so valuable, and I truly believe it will strengthen our work relationships.” One of the most important takeaways from Expo is that it affirmed our belief in the power of experience-driven marketing.