Celebrating its 45th anniversary, Expo West in Anaheim was more than just a trade show—it was a glimpse into the future of the grocery basket. To ensure Shipt is partnering with the best of the best, the Shipt Media team was on the ground, navigating over 3,000 exhibitors and 60,000+ attendees to connect with the brands that are redefining "natural" for today’s consumers.

From the rise of macronutrient-first snacking to new format innovations, here is what our team saw, heard, tasted and got excited about at the industry’s biggest event of the year.

The "Protein Race" & Other Key Trends

The show floor was a testament to the "Expo Athlete"—the Shipt team averaged 15,000+ steps a day fueled by functional samples. Several dominant trends emerged:

• The "Protein in Everything" Era: No longer confined to the athlete’s pantry, protein has officially permeated every food and beverage category. High-profile examples include protein-packed snacks and pastries from Hippeas and PBfit Protein Bar, alongside innovative beverage entries like Chobani’s protein shakes and Vital Proteins sparkling water.

• The Rise of Specialized Health: Functional wellness is evolving toward “benefit stacking,” where products offer multiple physiological advantages in a single serving. From advanced recovery to cognitive support, brands like Huel, Everyday Dose, Gruns, and Cymbiotika are leading the charge in high-performance nutrition.

• Next-Gen Dairy Alternatives & Functional Beverages: Innovation in the beverage aisle has moved far beyond the simple milk swap. We’re seeing a surge in functional creamers and mushroom-based caffeine alternatives that prioritize gut health and sustained energy. Standouts included GoodPop, Cocojune, nutpods, Teeccino, Host Defense, Four Sigmatic, Oatly, and Liquid I.V.

• Global Flavors & Elevated Pantry Staples: There is a clear shift toward premium, heritage-inspired global flavors. Consumers are looking for "authentic-plus"—traditional staples reimagined with clean labels and bold profiles. Notable innovators included K-Town, Fly by Jing, Siete Foods, GOODLES, Kii Naturals, and Flackers.

• New Format Innovations: Portability and portion control are driving a new wave of snack formats. We noted a recurring theme of "miniaturization" and unique textures, perfectly captured by Partake Foods tiny cookies, Kooshy sourdough minis, gimMe K-Crisps, and the inventive Little Latke potato chips.

Brand Spotlights: Who Stood Out

While thousands of brands competed for attention, a few captured the "Shipt personal touch" through innovation and flavor:

• Belgian Boys: Already famous for their iconic Expo bags, they won over the morning crowds with new breakfast sandwiches that were an instant hit.

• Saint James Tea: Their low-sugar iced tea lineup perfectly met the demand for "healthier hydration" without sacrificing premium taste.

• beLove Energy Drinks: Shaking up the functional beverage category, beLove stands out with its focus on "positive energy and was the perfect way to keep attendees moving throughout the show.

The Shipt Perspective

As we head back from Anaheim, one thing is clear: the natural products industry is maturing. Consumers are no longer looking for "junk pretending to be healthy"—they want transparency, metabolic wellness, and functional performance.

At Shipt, we’re excited to help these innovative brands connect with the customers who need them most, delivering the next generation of natural products with the care and personal touch our members expect.