(Text originally published on the IstoÉ Dinheiro website)

The 2025 edition of Natural Products Expo West, the largest trade fair for products, organic e healthy held annually in Anaheim, California (USA), was an opportunity to immerse yourself in innovation, purpose and technology, which showed how well-being is increasingly present in various categories, going far beyond what is traditionally imagined.

I took part in a panel on the future of retail and the data presented reinforced that digitalization is shaping consumer behavior. The growth in online sales of emerging brands will surpass that of physical stores by 10.8% in 2024, and 21.1% of these brands already make more than half of their sales digitally. In addition, the fact that 90% of searches on Amazon do not mention specific brands shows a consumer who is increasingly attentive to the quality, ingredients and benefits of products, and less loyal to brands.

The new generation is growing up with a healthier mentality, which is also influencing previous generations. And this behavior is reflected in the market. TikTok Shop already ranks 8th among the largest e-commerce retailers in the health and beauty segment, and an impressive 79% of dollar sales on the platform come from this category.

The change in mentality towards a healthier lifestyle is reflected in what I saw throughout the fair, from sophisticated non-ethylic cocktails for a public that consumes less alcohol, to sustainable cleaning products and freeze-dried snacks that preserve flavor and nutrients. Brands that know how to adapt to the new scenario, offering products in line with the values of the modern consumer, will have a place in this ever-growing market.

I left the fair with the certainty that wellness is no longer a niche, but the present and future of consumption. Wellness is in everything, from food to personal care, from household cleaning to the pet market, and it is redefining the way we choose the products we consume. Brands that know how to keep up with this evolution will have the vigor, health and longevity that they promise customers, not just of the new generations, but of all generations.