Protein Power, Better-For-You Convenience, and Coconut and Mycelium Shine: 4 Trends at Expo West

Date postedMarch 28, 2025
PBFA News,

Written by: Annie Taranshansky

Four women smiling and standing together on an open-air plaza. In the background, tiered concrete seating is filled with event attendees, and a massive green topiary sign reads "#EXPOWEST". A white geometric pattern frames the right edge.


The plant-based foods industry continued to demonstrate its strength and innovation at this year's Natural Products Expo West in Anaheim, CA. With a record-breaking near 70,000 attendees, the show floor buzzed with excitement as exhibitors showcased solutions addressing contemporary consumer demands: high-protein options, convenient better-for-you meals, and innovative beverages. The abundant variety of plant-based foods was evident throughout the show, with new and staple products that not only meet nutritional demands but also deliver on taste, texture, and sustainability.

PBFA's presence at the show highlighted our members’ continued commitment to advancing variety, functionality, and global flavors within the plant-based foods industry. PBFA Head of Marketplace Hannah Lopez presented alongside Maureen Heis of Kroger/84.51o and Patrick Coyle of Nutpods/Green Grass Foods, offering a preview of PBFA's annual Migration Analysis data. This insightful panel explored new data unpacking consumer insights and shopper behavior in the plant-based versus animal-based categories, examining patterns of plant-based purchases in Kroger marketplaces. The presentation used during the panel discussion is now available to download, and free for PBFA members to view.

A smiling woman holds up a white t-shirt that reads "IT'S SIMPLE: FOOD MADE FROM PLANTS." with a "Certified Plant Based" logo below the text. She is standing in front of a green trade show banner detailing food certification services.A group of people socializing and networking in a crowded indoor convention hall. A woman in a colorful floral blazer smiles while holding a drink and talking with other attendees near a table.A panel presentation on a stage with a dark backdrop. Two women and a man sit in plush cream-colored armchairs, with the man on the right actively speaking into a microphone and gesturing with his hands.A close-up of a promotional easel sign at a trade show reading "Welcome to the PBFA + NSF HAPPY HOUR @ EXPO WEST, Sponsored by: Griffith Foods". A large clear bowl filled with mints rests on the table nearby.


In partnership with our certifying partner NSF International, PBFA also co-hosted a vibrant show floor happy hour sponsored by Griffith Foods. The packed event provided an excellent opportunity for members to connect and network while celebrating the industry's continued growth and supporting the Certified Plant Based seal. Learn more about certification here.

Natural Products Expo West is the ideal place for brands to launch and sample new, creative products – often showcasing shifting trends in consumer interest and sparking exciting conversations.

Here are four key trends that dominated Expo West 2025:

1. Protein Takes Center Stage

Protein-enriched products dominated the show floor, with brands debuting products across categories to meet consumer demand for higher protein content. Particularly notable in the pasta category, manufacturers showcased products with increased protein content and reduced carbohydrates, responding to the growing market for nutritionally optimized foods. Companies like Banza and Goodles demonstrated that our favorite comfort foods can also have nutritional profiles that meet consumers’ daily dietary goals. Protein has been a growing focus for the past few years, and the trend is still holding strong. Plant-based brands are continuing to prove that their products can meet and even exceed consumer expectations of the protein content in their plant-based foods.

A smiling food vendor wearing a black cap, green t-shirt, and blue disposable gloves serves small plant-based wraps from a metal tray at a sampling counter. Additional plates of food samples are lined up on a wooden board in the foreground.A trade show display table covered in a red tablecloth featuring the "Prime Roots Plant-Based" logo. Trays of miniature sandwiches and toothpick-skewered appetizers are arranged across the table for tasting.

2. Plant-Based Creamers Continue to Innovate

The plant-based creamer category showed continued strength, branching off the increased interest and growth displayed at last year’s Expo. With new launches like Silk's cold foam coffee cream leading the way, and new formats, such as Milkadamia's flat pack oat milk sheets, demonstrated the category's advancement in meeting consumer needs for convenience and sustainability. There was also a rise in botanical blends in plant-based creamers, infusing creamer with herbal notes such as lavender or rose – Elmhurst 125, for example, launched some delicious botanical plant-based creamers.

A man wearing an "Oat-ly!" t-shirt stands behind a white serving counter at a conventional convention booth, smiling as he interacts with an attendee. Large beverage dispensers and Oat-ly cartons sit on the counter.A man and a woman wearing red Califia Farms long-sleeve shirts and plastic gloves pour beverage samples at a white counter. Several bottles of Califia Farms Piña Colada and Key Lime Colada are displayed in the foreground.

3. Coconut and Mycelium Shine

Coconut emerged as a star ingredient, with brands utilizing both coconut meat and whole coconut in creative ways. Coconut Cult had a noticeable presence at the show, as well as Cocojune, Coaqua, and a host of other coconut-centered brands. Alongside coconut, mushroom and mycelium-based products gained prominence, exemplified by Nature's Fynd's NEXTY Award-winning Strawberry Fy yogurt and MyForest Foods’ NEXTY-nominated MyBacon.

A woman laughing joyfully while wearing a black cap and a white t-shirt that says "Farmed. Nake. MyBacon." Wearing black gloves, she prepares a row of sandwiches on a wooden cutting board, with a digital sign for "MyBacon" behind her.At a trade show booth, staff members in blue shirts stand behind a yellow counter beneath a large yellow flower-shaped sign that reads "NATURE'S FYND". Small sample cups of yogurt are displayed on a clear tray on the counter.

4. Allergen-Aware Options Expand

The show featured an impressive array of allergy-conscious and allergen-free products, including standouts like Abe's Vegan Muffins and NEXTY-nominated PKN pecan milk, reflecting the industry's commitment to inclusivity and accessibility. As allergy prominence continues to rise in school-aged children, now is the time to innovate with allergen-free or allergen-friendly ingredients.

Notable Member Launches

PBFA members continued to lead across categories:

  • Nature's Fynd launched mycelium-based Fy Bites, featuring delicious global flavors
  • Violife introduced lentil milk to their product line
  • Before the Butcher debuted their Plant-Based Pepperoni Sticks
  • Forager Project unveiled creamy and delicious plant-based Greek-style yogurt
  • Stockeld Dreamery made their retail debut with cream cheese and cheese slices
  • Tofurky debuted their Next Gen plant-based deli slices and Japanese style package tofu

A blonde woman wearing a black denim jacket and plastic gloves prepares food samples at a Forager Project convention booth. Large backdrops behind her display images of organic dairy-free milk bottles and Greek-style unsweetened plain yogurt containers.A colorful promotional card on a counter reads "TOFURKY new! NEXT GEN TURK'Y SLICES" with an illustration of a sandwich face. On the left, a tray holds actual sandwich samples, while a blurred woman looks down at her phone in the background.

Looking Ahead

The trends and product launches displayed at Expo West 2025 signal a maturing industry that continues to respond to consumer preferences. The focus on protein optimization, allergen awareness, and convenient nutrition suggests a bright future for plant-based foods that prioritize both functionality and flavor. As the industry continues to grow, PBFA remains committed to supporting our members. A big thanks to all of the PBFA members and plant-based food companies who work so tirelessly to deliver delicious options that benefit people and the planet. For more insights and data into the plant-based foods industry, stay tuned for our State of the Marketplace report coming this spring, and make sure to download the consumer insights presentation our Marketplace team shared at Expo West 2025!

Categories

Most Recent Posts