Another year, another Expo West in the books! As the natural food industry’s biggest event, this year’s show gave us a front-row seat to where food and beverage are headed. After sampling our ingredients at the Fresh Ideas Organic Marketplace, the PURIS team took to the Expo floor to catch up on the latest natural product innovations. The overarching takeaway? Protein and sustainability are no longer trends—they’re expectations. Here’s what we saw at Expo West 2025 and what it means for the future of food.
1. Protein is Everywhere (and in Everything)
If Expo West 2025 proved anything, it’s that protein isn’t just for shakes and bars anymore. From pasta sauce and pretzels to popcorn and even water, protein is being infused into nearly every category. Why? Because consumers are prioritizing functional nutrition, satiety, and muscle health more than ever. Brands strategically incorporating high-quality protein into their products will continue to win in this space. Looking for high-quality protein for your own products? Check out PURIS Pea Proteins here.
2. Sustainability Takes Center Stage
It’s not enough for food to be better-for-you—it has to be better for the planet, too. This year, we saw a surge in brands emphasizing regenerative agriculture, upcycled ingredients, and clean-label formulations. Regenerative Organic Certification (ROC) was a standout theme, appearing on products ranging from ice cream to coffee. Consumers demand transparency, ethical sourcing, and eco-conscious innovation, making sustainability a non-negotiable for brands looking to build long-term loyalty. Are you on the hunt for a sustainable starch solution? Request a sample of PURIS Upcycled Certified Pea Starch today.
3. Innovation and Flavor Trends Drive Excitement
This year’s Expo showcased a balance between bold innovation and a back-to-basics approach. While some brands introduced imaginative new formats and unexpected ingredient pairings, others leaned into nostalgia, bringing back familiar flavors in better-for-you formats. Global flavors continued to gain traction, with Latin American and Asian-inspired offerings standing out across categories. The intersection of indulgence and functionality was also a key theme, proving that consumers want foods that both nourish and delight.
4. Clean Labels and Transparency Matter More Than Ever
Consumers are scrutinizing labels like never before, and brands are responding with simpler ingredient lists and clear nutrition claims. We saw a notable shift toward clean-label offerings, with more companies embracing real sugar, real cream, and real ingredients over artificial alternatives. Transparency is no longer a differentiator—it’s an expectation. Learn more about how PURIS's dedication to environmentally friendly practices and traceability in our on-demand Sustainability Webinar.
5. Functional Beverages Get Smarter
Hydration plus energy? Beauty plus focus? The beverage space is packed with multi-functional claims, but not all of them resonate. While some brands tried to stack multiple benefits into a single drink, the most successful ones had a clear, singular focus. Simplicity wins in a crowded market, and the brands that communicate their functional benefits with clarity will stand out.
Looking Ahead
Expo West 2025 was a powerful reminder that the future of food is being built on a foundation of protein, sustainability, and smart innovation. At PURIS, we’re excited to continue leading the charge in plant-based protein and regenerative agriculture, helping brands create delicious, nutrient-rich foods that meet the needs of today’s conscious consumers.
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Want to learn more about how PURIS can help power your next innovation? Let’s talk!
