Consumers want food that feels fun and functional, and brands are responding fast. At Natural Products Expo West 2026 in Anaheim, CA, that shift showed up across categories, from protein-packed snacks to functional beverages and globally inspired flavors. 

With more than 3,000 exhibitors and 60,000 industry professionals, the 45th annual event highlighted how brands are balancing indulgence, nutrition and convenience. Zeno was on the ground to identify the shifts brands need to act on now. 

Tropical Flavors Took Center Stage - Bright, refreshing flavors were everywhere this year. Coconut, pineapple, mango, and yuzu showed up across beverages, snacks, sweets, and even pasta sauces and dairy. These flavors tap into demand for globally inspired, refreshing profiles.

The New Era of Fats - After years of low-fat messaging, traditional fats are making a comeback. We saw products made with beef tallow and avocado oil, often positioned as alternatives to highly processed seed oils. Messaging leaned into traditional preparation, simplicity, and recognizable ingredients, appealing to consumers seeking simplicity, nostalgia, and quality. 

Dates: The Candy of the Future - Dates were a surprising star of the show. Once mainly a natural sweetener or smoothie add-in, they’re now snackable treats that mimic classic candy. We saw chocolate-covered bites, flavored date snacks, and chewy fruit confections. The appeal is the balance: sweetness and energy with the halo of a whole-food ingredient rich in fiber and nutrients. 

Protein: Reigning but Evolving - Protein still dominates innovation, but formats are getting more creative. Brands are pairing it with fiber for more balanced, functional foods that support satiety and digestion, with oats emerging as a standout partner. Whole-food protein sources are on the rise, with eggs and dairy gaining renewed attention. 

Functional Beverages Keep Booming - Drinks continue to pack in multiple functional benefits, combining ingredients like protein, electrolytes, fiber, and adaptogens. From hydration drinks to prebiotic sodas and non-alcoholic mocktails, beverages competed for attention with ingredients like matcha and botanicals for energy and focus. Beverages are quickly becoming a multitasking daily staple. 
 

Sour Is Having a Moment - While spicy flavors have dominated in recent years, sour is gaining momentum. Tart, puckering profiles showed up in candies, fruit snacks, gums, and beverages, often blending nostalgic candy cues with fruit-forward or natural ingredients. Sour delivers bold, puckering flavors that resonate with younger consumers. 

The clear takeaway from the show: food and beverage has officially entered its “and” era. Indulgence and functionality are no longer opposing forces. Today’s products deliver both: bold flavors, nostalgic ingredients, and satisfying textures alongside protein, fiber, and other wellness benefits. The brands that win will be the ones that deliver both without compromise. 

Nia Morgan, Senior Account Supervisor, and Hannah Pomatto, Senior Vice President on Zeno’s Brand team, help leading food brands tap into emerging trends and cultural moments, connecting clients to what’s next through industry insights, events, and strategic storytelling.