Convenient Comfort, Plant-Forward Protein, and Indulgent Creamers: 6 Trends at Expo West 2024

The energy around plant-based foods was palpable at this year’s Natural Product Expo West in Anaheim, CA. With over 65,000 attendees, the tradeshow was bristling with hungry participants enthusiastically looking for the latest foods, products, and trends. I attended Expo West for the very first time in 2015 and reflecting on the growth, evolution, and adoption of plant-based foods overtime, it is safe to say that our industry has secured itself as a primary pillar of the show's offerings – far surpassing whispers of plant-based foods being a passing fad. The strength of plant-based at Expo West is in large part credit to the innovative and adaptive plant-based food brands who have consistently refined their offerings to cater to audiences looking for a variety of delicious choices – be it foods that are more indulgent in profile, options that showcase plant-forward ingredients, or global cuisines and flavors that elevate the experience of plant-based foods overall.

PBFA plays an active role in the plant-based programming at the show, spearheading important connections and building awareness for the opportunities in plant-based. Foodservice Director Hannah Lopez led a sold-out plant-based in foodservice workshop and buyer tours for the show. Our VP of Marketplace Development Julie Emmett, Associate Director of Marketplace Development Nikki Smith, and Data and Consumer Insights Analyst Linette Kwon led the State of Plant-Based panel, showcasing the latest data and trends across retail, e-commerce, and foodservice for plant-based.

At Climate Day preceding the show, PBFA’s CEO Rachel Dreskin spoke to the growing force of the plant-based foods industry as a powerful catalyst for long-term food systems change. Agriculture consultant Carl Jorgensen spoke to our Sustainable Sourcing Initiative’s Community of Practice and efforts to bring food companies, farmers, processors, and others together to build ecologically regenerative, socially equitable supply chains in the plant-based food industry. And our incredible membership team, led by Director Maddie Segal, Senior Manager Sara McGoun, and Member Growth Manager Alessandra Franco, organized a packed PBFA member social that brought our community together to mingle and network following a long day on the show floor. From end-to-end, this year’s Expo West was filled with connection, conversation, and a sense of growing momentum moving our industry forward.

While there is so much to unpack about the show, the central focus bringing it all together was the food. With over 60 PBFA members exhibiting, and seemingly a plant-based option for every category and eating occasion, I am happy to share some of the top trends in plant-based foods on display at Expo West:

1. Nutrient-Packed Innovation

Plant-based foods have the unique ability to respond to consumer interest in different flavor and nutrition profiles and brands certainly delivered on the assignment to create products that are not only delicious, but hit expectations for key nutrients leveraging a variety of ingredients. A standout example is Califia’s new Complete Plant Milk, made with a special blend of pea, chickpea, and fava bean. The combination of plant proteins features 9 essential amino acids, 8 grams of protein per serving, half the sugar of animal-based milk, in addition to having calcium, vitamin A, vitamin D, vitamin B12, magnesium, phosphorus, potassium, and riboflavin. The end result is a wonderfully creamy and delicious milk that will surely prove to be a fan favorite. Lightlife Tempeh Crumbles also raised the bar making it even easier to make delicious, flavorful meals with two new flavors: Original, lightly seasoned with garlic, salt, and pepper, as well as Smoked Chipotle crumbled tempeh. In a press release Lightlife shared, “Containing 16 grams of protein and 6 grams of fiber per serving, Lightlife Tempeh Protein Crumbles are an ideal way to power up meals such as salads, stir-frys, tacos, grain bowls, pasta, and so much more.” WhatIf Foods’ BAMnut milk, made from Bambara Groundnut – a drought resilient, generative legume –boast high fiber and iron content and delivers the perfect creamy and east-to-froth milk that can be used to create savory sauces, nutty lattes, and so much more.

2. Growing Variety in Plant-Based Creamer

The plant-based creamer category has performed exceptionally well as more and more consumers reach for a plant-based option for their morning coffee, afternoon tea, or any time pick-me-up! This year’s show demonstrated the innovation and excitement happening in plant-based creamers with Oatly sampling their sweet and creamy oatmilk creamers in indulgent flavors like caramel, mocha, and vanilla. THIS PKN had their pecan-based creamers on display – not only are they wonderful and creamy, but the brand is dedicated to supporting American farmers and regenerative farming practices. Forager Project showed off their new clean-label half-and-half made simply with oats, cashew, coconut cream, and baking soda. TiNDLE’s new barista oat milk also turned heads. Timo Recker, TiNDLE Foods CEO, Co-Founder, and Executive Chairman shared in a press release, "By introducing more innovative foods into the mix, including our entry into the dairy category, we remain steadfast in our mission to transition towards a more sustainable food system.”

3. Plant-Forward Proteins

OMNI Foods surprised and delighted tradeshow attendees with their new Lion’s Mane mushroom steak that sizzles and perfectly delivers on taste and texture consumers are looking for (it also won VegNews Best of Show award). Chef Chew’s Kitchen Extra Crispy Fried Chicken is a tofu-based delight with a perfect crunch and craveable flavor. Showcasing their new brand refresh, Dr. Praeger’s debuted their crunchy cauliflower and southwest sweet potato burgers. Leaning into Abbot’s also debuted their new Whole Burger which is made with 100% whole food ingredients and flavored with “umami mushrooms, aromatic parsley, and subtly smoky paprika.”

MyForest Foods’ MyBacon took home the Nexty Award and dazzled attendees with its crispy, indulgent mushroom based strips. Umaro Foods also demonstrated the power of plant-based bacon, sampling their red seaweed-based foods in new flavors and convenient heat-and-eat breakfast sandwiches. Morinaga Foods also showcased their new Mori-Nu super soft silken tofu that is the perfect versatile option for adding plant protein to soups, sauces, desserts, or enjoying on its own paired with delicious sauce.

4. Bold Global Flavors

Another standout from the show was Konscious Foods’ salmon avocado roll, kimbap, and smoked salmon (which took home the Nexty Award as well). Pulumone and Nasoya had an astounding array of delicious options including Thai Basil Vegetable, Tofu Vegetable and Korean BBQ Vegetable, which now come with sweet and savory dipping sauces.

As Ellen Kim, Director of Marketing Communications and Consumer Insights, told Vegconomist, “Americans are expecting more of their plant-based products and are eager for them to feature globally-inspired flavors and ingredients. As a company rooted in Korean heritage with a focus on high-quality plant-based proteins, Nasoya is well-suited to bring authentic and delicious plant-based and Asian-inspired offerings to consumers nationwide.”

Siete Foods showcased their Botana Sauces in four varieties: Jalapeño, Habanero, Traditional, and Chamoy, as well as delicious new flavors of their grain-free Mexican cookies like Fresas Con Crema. Hodo’s new dip line brought bold flavors to the forefront with Chili Crisp, Lemon Zest, and Sambal Sweet Chili dips. Tofurky also debuted Mango Chipotle and Chorizo sausages as well as fiery Pepp’roni. OMNI Foods also teased their new Molten Chocolate and Black Sesame Bao buns. Unlimeat’s booth was packed with options ranging from Gochujang and Bulgogi Jumukbap to Korean BBQ strips, Tuna Kimbap, and Molten Chocolate Chapsaruni – a delicious Korean mochi cake.

5. Comfort Food Classics

Showcasing their new bold branding, Impossible rocked the show floor with their newly launched hot dogs, as well as their lite and indulgent plant-based ground beef and burgers, and chicken nuggets. Prime Roots koji-based meats make all of your deli-dreams come true with classic deli slices and new pepperoni and salami that star on a charcuterie board – plus they’ve also debuted paté. TiNDLE Foods upped the comfort-convenient dial with their new Parmigiana Stuffed Chicken. Armored Fresh’s new oat-based slices melt to make the perfect grilled cheese. Fabalish showed up and showed out with their Chili Crisp Ranch and Queso. Miyoko’s Creamery introduced new flavors for their incredible oat butters – coming soon in Cinnamon Brown Sugar and Garlic. Violife was a fan-favorite with their new bakeable cream cheese that not only works beautifully as a classic spread but can be transformed into mouth-watering cheesecake as well. At the show, Violife whipped up a creme fraiche with their cream cheese and served on a potato chip with plant-based caviar – heavenly!

6. Snacks Galore

Rivalz Vegan Snacks are craveable stuffed snacks in a convenient puffed pocket, Rivalz boasts 8 grams of protein fiber, and vitamins and minerals thanks to ingredients like pea and brown rice protein. Rivalz comes in nostalgic flavors like extra chedda mac, late night pizza, and more! Marimix is your new favorite snack mix except powered by plants, gluten-free, and packed with a variety of exciting flavors like Hatch Chili Lime, Cinnamon Churro, and Sweet Chili Sesame. Since launching last year, Marimix can now be found in over 200 stores taking the “better for you” snacking category by storm. From cheese balls, puffs, bacon crunchies, and stuffed crunchy cheese pockets, Outstanding Foods had something for every snack lover. The variety and assortment of indulgent flavors like Bacon Cheddar and Garlic Parmesan makes Outstanding a great option for get-togethers or everyday enjoyment.

More Insights Coming Soon

A big thanks to all the PBFA members and plant-based food companies who work so tirelessly to deliver delicious options that benefit people and planet. For more insights and data into the plant-based foods industry, stay tuned for our State of the Marketplace report launching in April!