Seven key supplement trends from Expo West 2019 –

1. CBD

Did the show change its name from Natural Products Expo West to Hemp Products Expo West and I missed the memo? Hemp and CBD were everywhere. Despite the ongoing regulatory uncertainty, many companies went big on hemp and CBD. Pioneering companies like CV Sciences (which announced the appointment of Duffy MacKay, ND, as Senior Vice President of Scientific and Regulatory Affairs, just prior to the event) had a huge and continuously crowded booth.

Other companies entering the category with new products included Gaia Herbs, Ancient Nutrition, and Nature’s Plus, to name but a few.

Jordan Rubin, co-founder of Ancient Nutrition, told us: “I don’t believe CBD is a cure-all, but it does deserve its place in the herbal pharmacopeia, and I think it will ultimately sit with other herbs like turmeric and Echinacea.”

Look out for more from Rubin later this week on NutraIngredients-USA.

2. Cognitive


Brain boosting formulations were common on many booths with brands like Brain Juice, Brain Gear, and Percepta three of the more obvious. Gaia Herbs also launched some new products branded Agile Mind​ and Nootropic Focus​.

Ingredients like bacopa were getting more play, and there were definitely more products using the word ‘nootropic’ on the label than we’d seen previously.

There were also brain-positioned products launched in the food aisles. One of the most notable was Brainiac Kids from Bay-area start-up Ingenuity Brands (whole milk yogurts, tubes, and drinks positioned on a brain health platform).

3. Keto

Keto was showing up on a number of labels, led by MCTs in particular. Some contacts wondered if keto was peaking, but that didn’t stop the new product launches. Brands like Sports Research, NOW Sports, and Nutiva were showcasing new MCT products.