(text originally published on the IstoÉ Dinheiro website)

Natural Products Expo West 2025, the world's largest trade fair for natural, organic and healthy products, held annually in Anaheim, California (USA), is a unique opportunity to identify innovations in the health and wellness market. Among the more than 3,000 exhibiting companies, there is everything. From unusual freeze-dried products, such as mushrooms, to prebiotic drinks that reduce the side effects of Ozempic.

That's right. In the fair's pavilions, I came across several prebiotic drinks, reinforcing trends in gut care. One of the options available had support for GLP-1, a hormone produced naturally in the digestion process that plays a key role in regulating blood sugar and appetite. In other words, it's a drink that helps people who use weight-loss drugs, such as Ozempic, to reduce their side effects, such as a slower intestine.

According to data from Reuters, the United States increased the use of the drug by more than 16 times between 2019 and 2023, resulting in more than US$ 9.2 billion spent in 2023. So it makes sense that the industry is looking at this audience and producing products with this consumption in mind.

Another strong trend is the expansion of the vegetable milk market, with brands such as Minor Figures leading the way. Known for its oat milk aimed at baristas, the brand continues to gain ground with high-quality products and modern communication.

The growth of this category is undeniable and the global plant-based milk sector is already worth $20 billion dollars, according to a recent recent report by Brainy Insightsand is expected to double in size over the next few years. This reflects the search for alternatives to conventional milk, both for environmental reasons and taste preferences.

At this edition of the fair, I was also struck by the variety of freeze-dried foods. In Brazil, it's increasingly common to find fruit snack options. But at this year's Natural Products Expo West, I found mushrooms and vegetables, as well as snack options for pets, which I mentioned in the first article.

Freeze-drying is an interesting option for the health market, since it preserves the flavor and nutrients of the food, making them light and easy to transport, important characteristics for the consumer and also for companies. The freeze-dried snack market was estimated by Fortune Business Inside at US$ 8.75 billion in 2024 and is projected to grow by 6.86% per year until 2030, reaching US$ 14.87 billion.

Every day of the fair, it becomes clearer that the natural products market is going beyond the obvious, bringing innovative solutions in various sectors that combine purpose and technology to meet the needs of an increasingly demanding consumer.