(text originally published on the IstoÉ Dinheiro website)

The first day of Natural Products Expo West 2025the largest trade fair for natural productsproducts in the world, held annually in Anaheim, California (USA), was marked by the "Pitch Slam". Ten brands, both new and established, presented their innovations to an audience eager to see what's new in the natural and organic products sector. Among the participants, three companies stood out for their incredible proposals and potential relevance to the Brazilian market.

Better Treat presented single-ingredient organic treats for dogs and cats, freeze-dried to preserve nutrients. With sales close to US$ 4 million and a market estimated at US$ 2.5 billion, the company offers products at US$ 9.99, of which 58% of revenues are recurring.

In Brazil, where the pet market is strong and growing every year, with around 160 million petsthe demand for healthy products is on the rise. Last year alone, there was an increase of 12%, to R$77 billion, according to the Brazilian Pet Products Industry Association. Of the total, 55% of sales are pet food. The introduction of organic snacks could cater for pet owners who are looking for quality, well-being for their animals and all at an affordable price.

The second brand that drew a lot of attention was Arber, which brought organic products for plant growth and gardening to the event, showing the diversity of what we consider wellness. Founded by a former venture capital and private equity professional who, when she had her first child, couldn't find suitable products on the market, Arber fills a significant gap.

The introduction of wellness solutions for gardening could find a receptive audience among Brazilian consumers. The market potential is high. The country's flower and ornamental plant production chain is worth around R$18 billion a year, according to the Brazilian Institute of Floriculture (Ibraflor).

Among the highlights, in addition to Better Treat and Arber, the Willa's brand presented an organic oat milk that stands out in the dynamic vegetable milk market. Using the whole grain, the product preserves more nutrients, offers a more intense flavor and contains 8g of protein per serving, differentiating itself from traditional options with less sugar and more nutritional benefits.

Its scalability is already evident with a presence in chains such as Jimbo's and Erewhon, as well as continued expansion into other major retailers. One point of innovation is the collaboration with pediatricians to develop a version aimed at children, reinforcing the brand's commitment to children's nutrition and expanding new market fronts.

In Brazil, the sector has grown by 42% in recent years, driven by the search for healthier and more sustainable alternatives - the data, released by the Good Food Institute (GFI Brasil), comes from the Euromonitor platform. The introduction of an organic oat milk that takes advantage of the whole grain could meet this demand, bringing a competitive edge to the plant-based drinks segment.

The presence of these companies at Expo West highlights global trends that can be adapted to the Brazilian market, meeting the demands of increasingly conscious consumers.