Brands should be careful not to overstate the health benefits of their products without the nutritional content to back their claims. Some nutrients are under a microscope right now in the public eye - which means big benefits when brands can deliver on those trends, but big risk when promises aren’t delivered.

In the realm of the Healthy Foods and Supplements industry, where trends emerge and dissipate with remarkable speed, distinguishing between passing fads and enduring phenomena is akin to navigating a bustling marketplace. 

Nowhere is this more on display than at the annual Natural Foods Expo West, and 2024 was no exception in this area.

User-generated content (UGC), particularly reviews, has emerged as a cornerstone of consumer decision-making in the health and supplements sector. As consumers increasingly rely on peer feedback to inform their purchasing choices, the influence of these reviews on brand perception and sales cannot be overstated.

It's hard to describe how magical the Natural Products Expo is to someone who has never been. As a product developer, nutritionist, and die-hard snacker - it's like my Graceland.

There was a time when the Kudos bar was marketed as fuel to play sports - with the focus on sugar intake and its negative impacts on health, the Kudos bar could now be seen for what it really was, a candy bar.