ExpoWest 2025 was A LOT. The show was a tightly packed, high-energy eruption of good-for-you products, purpose-driven narratives and brands exposing their personal passions and missions.  Walking the show floor, you could feel the collective power of an industry that has the influence to topple the evil empire of ultra-processed food and beverages.

Now for my hot take: Another read on the show is that it’s an echo chamber at risk of numbing consumers with packaging, benefits and promises that all look, feel and act the same.  My point here… while the collective voice of the industry is powerful, individual brands need to up their communications game to break through the acres of sameness that was at ExpoWest 2025.

The Good News…

Packaging and Presentation Have Never Been Better

Nearly every brand looks sensational. The bad news: it’s getting harder to pop off the shelf amidst the sea of pastels, whites, lime greens and blood oranges. It’s as if the art director from Real Simple magazine merchandised the entire show. With the packaging bar so high, brands need to differentiate, well, differently.

Packaging that works shouldn’t do all the work. Brands need to craft stories that engage both the intellect and emotions of consumers, providing them with a compelling reason to seek your product in-store. 

Consumer-Friendly Messaging is Strong

Gut health. Mental clarity. Live better and longer. Brands at ExpoWest this year have grasped the power of benefit-driven messaging.  However, these benefits and the myriad roots, compounds and extracts that provide them, are beginning to sound the same. A consumer would need a scorecard to understand what each ingredient does!

Supplement company Life Extension offers just this with its “protocols” health engine. Nearly every major health category is categorized with easy-to-use references to associated conditions, with research and nutrients found to be effective for each. And that goes for ALL ingredients and nutrients, not just the ones in their products. Now, they just need to turn this online resource into a phone app; DM me if you want to discuss Life Extension!

Trending Categories

With the cacophony of products and more products, here’s what’s rising above:

1. 1. Functional Hydration: Water, water everywhere…or more specifically, all-day hydration continues to boom. This includes ready-to-drink and ready-to-mix options with active nutrition. The incorporation of functional mushrooms like reishi, lion’s mane, and chaga expanded beverages. These ingredients are valued for their potential cognitive support, immunity enhancement, and stress relief properties. Advances in functional nutrition included:

• • Digestive Health Beverages: Products supporting gut health have seen a 34% growth, indicating a strong consumer interest in digestive wellness.

• • Mood Support Drinks: Beverages formulated to enhance mood have experienced a remarkable 62% increase, highlighting a demand for mental well-being solutions.

• • Cleanse & Detox Drinks: These beverages have grown by 17%, reflecting a continued interest in detoxification and overall health.

2. 2. Weight Management: GLP-1 enhancing or activating compounds are at the top of the marquee at ExpoWest. With the growing consumer demand for GLP-1 medications, the market has seen a surge in supplements aimed at enhancing metabolic health and naturally stimulating GLP-1 production, skipping the trip to the doctor’s office and the hefty price tag. This trend reflects the evolving synergy between functional nutrition and science-backed wellness innovations. A great example of this can be seen in LifeVantage, a CBC client whose goal is to activate your body’s wellness through science-backed products and formulas.

2. 2. Longevity and Healthspan: Trends at ExpoWest 2025 underscored a holistic approach to health span, integrating nutrition, sustainability, and personalized wellness solutions to enhance quality and length of life. As Boomers age, the health span continues to grow. But it’s not just Boomers driving the market. 

Younger consumers, often learning about health-related products and tips from TikTok, are paying more attention to natural alternatives to pharmaceutical therapies. The generation’s acute interest in natural health is no surprise given that 69.4 percent of Millennials use at least one health monitoring technology compared to 22.5 percent of Boomers. (PYMNTS, 2022)

How to Avoid the Echo Chamber

Brands need to cut through the noise by embracing authenticity, storytelling, and true innovation—not just better packaging and trendy benefits.. The industry has power, but breaking out of uniformity will drive stronger consumer connection and lasting impact. Here are three ways to succeed:

1. 1. Be a Trusted Guide

Consumers are overwhelmed by buzzwords and ingredient lists. Don’t just sell; help them navigate your world.

Consumers are overwhelmed by buzzwords and ingredient lists. Use QR codes, AR experiences, and video content to educate at the point of purchase and in earned and owned channels.  I’m not saying to stop product publicity and ads. But you need a steady flow of content that helps consumers navigate and relate with your ingredients, sourcing and regenerative agricultural practices. 

2. 2. Lead with Purpose, Don’t Preach

Purpose-driven brands must go beyond health benefits and tell personal, meaningful stories that resonate emotionally. Don’t just preach to your audiences. 

Purpose was a main theme of the show. But I didn’t see or hear too many stories that helped me to connect with the brands or products. Leading with purpose will backfire if the message is “we’re saving the planet, and so should you.” However, using your owned and earned channels to tell consumers your WHY will create a lasting bond. Go beyond clinical expert endorsements or practitioner collaborations (both important) to sharing what really drives your hard work.  

At the Annual Women in Food event at Expo, Lifeway Foods CEO Julie Smolyansky (note: a CBC client) shared her story of resilience, survival and healing. It was both personal and brand-centric. When she was finished, there was barely a dry eye in the room. Julie communicated her story in a tangible, relevant and sticky way, making more than an impression; she left an imprint.

3. 3. Master Digital & Influencer Strategies

Younger consumers trust people over brands. Work with legitimate health influencers to create long-term, engaging content—not just one-off posts.

A growing number of consumers are learning about health through TikTok and other digital platforms. This is THE place for educational content (short-form videos, interactive blogs, social conversation).  But remember, people follow people more than they follow brands.  Therefore, partner with health influencers to communicate benefits authentically. Don’t over-engineer their content. They have followers for a reason. Let them do what they do best.  

Also, avoid one-off influencer posts.  It’s best to work with a handful of influencers to create a series of content over time. Repetition gives their followers time to absorb your message and, after some time, swipe to buy.

A Final Thought

To successfully educate and convert digitally native consumers, brands need to embrace engaging content, trusted influencers, and AI-powered personalization. By leveraging these tools effectively, brands can build trust, increase conversions, and drive long-term loyalty in the evolving health and wellness landscape.

Looking forward to next year’s Expo – cheers!

Len, CEO, CBC PR and Digital Marketing