A professional guide must help buyers evaluate supplier integrity rather than just price. Top trends and retailers at Natural Products Expo West 2026
Verification is now non-negotiable. "Natural" remains a broad term, so buyers prioritize brands that define their own standards or use third-party "watchdogs" like EWG Verified , Cosmos/Ecocert , or Leaping Bunny . natural products insider buyer's guide
The natural channel continues to outpace conventional retail, driven by younger, values-driven shoppers like Gen Z and Millennials. A professional guide must help buyers evaluate supplier
Innovation is focused on on-the-go formats like dissolving strips and "taffy-like" chews. Key trending ingredients include creatine , magnesium , and fiber-forward formulas for GLP-1 support. Approximately 50% of Gen X and Millennials now
Approximately 50% of Gen X and Millennials now blend conventional and alternative health solutions, broadening the total addressable market for natural products. II. Priority Product Categories for 2026