On the eve of the 2018 Natural Products Expo East in Baltimore, KeHE’s Growth Solutions team – our resident trend experts – have created a round-up of the top trends to expect on the show floor.
Not-Your-Summer Charcoal: Charcoal, the top fastest growing ingredient in the Health & Beauty Care category, works by trapping toxins and chemicals in its millions of tiny pores and allowing them to be flushed out so the body doesn’t reabsorb them. This trending ingredient is used to whiten teeth, alleviating bloating and gas, treating alcohol poisoning, digestive cleansing, and promoting skin health.
Bars on A Mission: Consumers crave a deeper reason to purchase items, and Millennials are more likely than non-Millennials to purchase products that are linked to a cause. Many bar companies, including our own CAREtrade® partners Kuli Kuli and Tanka, are leaning into their platforms of transparency, responsibility, and philanthropy to connect with consumers, and it’s resonating. From 2006 to 2017, brand claims associated with giving back grew by 4%.
Ditching Dairy: With brands continuing to innovate the taste and flavor of their non-dairy offerings, more than 50% of non-dairy milk consumers are purchasing more than they did last year. The top growing types of milk include Almond, Pea, a blend of Almond and Cashew, and Flax. While refrigerated plant-based milk tops the list at the top category in non-dairy, frozen desserts, refrigerated yogurt and kefir, and refrigerated creams and creamer have also seen large growth in the past year due to increased interest, health benefits, and usage occasions by consumers.
Major Throwback: The Paleo diet aims to return to a way of eating like early humans in the Paleolithic era. Paleo-friendly versions of staple products like condiments and snacks remove grains, legumes, dairy, and processed ingredients. Brands offering options to consumers living a Paleo lifestyle have seen significant growth across all channels.
When you are in the Exhibit Hall exploring these trends, be sure to also stop by the KeHE Booth #1435! You can also follow along digitally on our social media channels!