Snackable Function Emerges as a Disruptive Force (Image Credits: Unsplash)
Anaheim, California – Thousands of food industry professionals from 130 countries attended Natural Products Expo West 2026 to witness innovations amid a $342.1 billion natural and organic market, where food and beverage accounted for 72.3% of sales.[1]
Snackable Function Emerges as a Disruptive Force
Mondelēz Snack Futures Ventures labeled the event’s snacking landscape as the “Disruptive Era,” propelled by supply chain hurdles, digital commerce expansion, and the rise of GLP-1 medications.[1]
Brands focused on compact, macronutrient-packed options tailored for on-the-go consumers, including those managing weight with GLP-1 drugs. Whitney Herrara, category merchant for functional snacks at Whole Foods, advised companies to innovate within their strengths: “It’s really easy to distract yourself and go with what’s new and shiny, but how long-term will that be new and shiny?”[1]
Attendees saw products like Lifeway Kefir’s Muscle Mates, an 8-ounce shake delivering 20 grams of protein and 5 grams of creatine. Other highlights included Behave’s gummy bears with 19 grams of fiber per pouch and Froebies’ no-added-sugar fruit snacks offering 3 grams of fiber and 4 grams of protein.
- Magos’ Whole Egg Chips: High-protein snacks from clean-label dried egg slices.
- Send Bars’ Lemon Cherry Superfood Protein Bar: 12 grams of plant-based protein plus lion’s mane and reishi mushrooms for focus.
These offerings underscored a push for protein and fiber in bite-sized formats.[1]
Hydration Solutions Surge to Meet Modern Needs
Hydration product SKUs grew tenfold, as keynote speaker Kevin Liebrock highlighted during the opening session, addressing GLP-1 side effects like increased liquid needs.[1]
Functional beverages led the charge with a “food as medicine” philosophy, targeting gut health, mood support, and recovery. SPINS data from Ben Lerman, vice president of brand growth consulting, showed the beverage category up 2% year-over-year, but functional segments outperformed: digestive health drinks rose 16%, mood support 42%, and protein sips 15%.[1]
Mushroom-infused drinks drew attention, such as Brio’s “Lift” elixirs with lion’s mane and cordyceps, alongside “Drift” options featuring reishi and chaga. Polka Dot FX introduced “Connect” adaptogenic seltzer for social ease, while Brēz offered tonics like Elevate, Flow, and Dream with botanicals including passionflower and magnesium.
Protein-focused entries included Protein Pop Plus’ clear 12-ounce drinks with 30 grams of protein and Gutzy Organic’s smoothies blending 7 grams of protein with 7-8 grams of fiber per serving.
Indulgence Rebels Against Functional Overload
Consumers showed signs of “functional fatigue,” with 52% of drinks carrying wellness claims, prompting a backlash toward simple pleasures.[1]
Nic Trapani emphasized taste over health spins: “I want our function to be that we taste amazing and we’re non-alcoholic.” Charlie New, worldwide grocery principal category manager for Amazon and Whole Foods, pointed out that brands often overestimate shoppers’ time and expertise, favoring quick, flavorful picks instead.[1]
Exhibitors responded with guilt-free treats like Whims’ low-sugar Peanut Butter Cups, Doughlicious’ 100-calorie cookie dough gelato bites, and Muddy Bites’ mini waffle cones filled with chocolate. Mojave Mallows presented USDA Organic marshmallows as pure indulgence.
This counter-movement balanced the expo’s health-heavy focus, reminding innovators that joy remains essential.
Key Takeaways:
- Snackable function dominates with protein- and fiber-rich bites suited for GLP-1 users.
- Hydration innovations explode, prioritizing functional beverages for wellness and side-effect relief.
- Indulgent, non-functional treats gain traction amid consumer fatigue with health claims.
The natural and organic food sector, which has outpaced total store sales since the pandemic, projects 24% growth to $179 billion by 2029, driven by categories like meat, dairy, fruits, and vegetables.[1]
Expo West 2026 captured a cultural pivot toward health without sacrificing satisfaction, setting the stage for balanced innovation. What trend excites you most? Tell us in the comments.[1]
