(text originally published on the IstoÉ Dinheiro website)

The second day of Natural Products Expo West 2025, the largest trade fair for natural, organic and products in the world, held annually in Anaheim, California (USA), was filled with disruptive products and ideas that will undoubtedly set trends in the coming months. Among the highlights were non-alcoholic drinks. The category was created from the expression "mocktails", with the idea of emulating traditional cocktails, but without alcohol - hence the name, a combination of "mock" and "cocktail".

But it's a trend that points to deeper cultural changes, so much so that the term "mock" is giving way to non-alcoholic. A reflection of a generation that identifies less and less with alcohol consumption. According to research carried out in 2024 by Mind & Hearts, part of the HSR Specialists Researchs group, 36% of Generation Z consume alcohol once a month or less, while 88% say they are considering cutting down or giving up drinking. In other words, there is a market of young people eager for what the drinks industry has to offer when you take the alcohol away.

In this vein, I've seen several brands of drinks that would easily pass as a drink. You only have to read the label to be sure. Naked Life brought to Expo West five non-alcoholic cocktails served in cans with spectacular branding. Negroni Spritz, Cosmo, Classic G&T, Mojito and Margarita make up the brand's healthy bar.

Still in the drinks market, Coaqua is drawing attention with its colorful and eye-catching branding for its canned coconut water. The brand offers sparkling, flavored and natural options, with a taste very close to that of coconut water taken straight from the fruit. The business model is scalable, with a presence in strategic retailers in the US market.

Another trend that caught the eye was cleaning products with clean label appeals, hypoallergenic and organic formulations, removing the stigma that there is always something hidden in the formula. Orange House, which is a natural and plant-based cleaning brand, delivers formulas based on orange oil that have all these purposes.

Tru Earth is also on a mission to reduce the impact of plastics on the planet and has therefore created products that previously had to be sold in large bottles or displays, and now reach the consumer as tablets.

These are all novelties that Brazilian consumers should be able to find in points of sale in Brazil in the near future. If not from the brands seen at the fair, from their competitors.

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