Revisiting Our Expo West 2025 Trends at Newtopia Now

Back in March at Expo West, we highlighted eight trends that we believed would shape the food and beverage landscape in 2025. Five months later, Newtopia Now provided a timely pulse check. The smaller, curated format in Denver offered clarity on which of those themes are gaining momentum, where we’re seeing convergence, and which ideas may still be searching for scale.

The Throughline

Clean-label cues, protein innovation, and functional stacking have shifted from emerging trends to baseline expectations. Below, we revisit each of the eight Expo West trends and how they’re evolving today.

1. Functional Beverages: A Category in Search of Differentiation

What we saw at Expo West: Functional beverages were one of the fastest-growing segments, with digestive health, mood support, and detox all surging. The floor was full of BFY sodas, prebiotic and gut health-focused tonics, and adaptogenic elixir blends – proof that function has gone mainstream. With so many lookalike claims, we believed the brands that would break through were those able to connect ingredients to benefits in ways consumers could clearly trust and understand.

What we’re seeing now: Innovation remains strong, but the floor at Newtopia made clear that the space is crowded. We saw fewer gut health-specific beverages and more products pushing broader nutrition stories – from greens powders in ready-to-drink (RTD) pouches to protein-plus-energy hybrids. Functionality is alive and well, but it’s expanding beyond digestion into formats that maximize daily nutrition. 

S2G’s perspective: Differentiation will require more than flavor innovation; the winners will be those that anchor their claims in real benefits consumers can understand, not just ingredient buzzwords.

2. Hydration: Expanding through Convergence

What we saw at Expo West: Hydration was no longer just about quenching thirst, but had become a core wellness category. With the category growing at a 40%+ CAGR since 2022, booths showcased powders, shots, and drinks aimed at everyone from marathoners to office workers. We saw the signal that the next phase would be precision hydration – formulations backed by science and personalization – as consumers looked for solutions tailored to their bodies, not just generic electrolyte mixes.

What we’re seeing now: Hydration was still loud on the floor, but with more variety in form factor – from honey-sweetened RTD products to electrolyte popsicles. Stick packs were less dominant than at Expo, and the standouts were stacking functionality beyond electrolytes alone. Cleaner and all-natural sweeteners (honey, agave, organic cane sugar) were common, and we saw gut-friendly hydration with pre/pro/post-biotic mixes, glucose-optimized formulas, and products aimed at everyday, all-day hydration. 

S2G’s perspective: While function-stacking continues to proliferate, the real frontier remains precision hydration and personalization – solutions that can flex for high-performance athletes as well as everyday wellness consumers. The winners will balance scientific credibility with lifestyle positioning, ensuring hydration feels both validated by science and seamlessly integrated into daily life.

3. Animal Nutrition: Confident and Clean

What we saw at Expo West: Traditional proteins were staging a comeback – whole milk, eggs, cottage cheese, and meat snacks, with growth tied to their bioavailability and minimal processing. The conversation was shifting from ​“plant vs. animal” to transparency and sourcing across both.

What we’re seeing now: That momentum has accelerated. Dairy brands leaned into taste and simplicity, while meat sticks, pork rinds, and bone broth-infused snacks highlighted the appeal of protein-packed, animal-based formats. Consumers are also embracing traditional fats like tallow as ​“cleaner” alternatives to seed oils. 

Our perspective: Animal-based foods are no longer framed as outdated – they’re being reframed as functional, familiar, and clean, with snacking emerging as a powerful entry point.

4. Protein Everywhere: Integrated into Daily Rituals

What we saw at Expo West: Protein showed up in nearly every format – breads, snacks, candy, sauces, with high-protein foods growing double digits annually. However, consumers were starting to look not just for ​“more protein,” but for higher-quality sources. 

What we’re seeing now: Protein was again in nearly everything, from sauces to sodas, but ice cream stole the spotlight with cottage cheese – based and Greek yogurt – based formats underscoring how dairy is carving out new ground by leaning into flavor, nutrition, and familiarity. Beyond ice cream, the protein landscape felt noticeably cleaner: Greek yogurt, cottage cheese, lupini beans, grass-fed meat and seafood sticks, and super-clean bars with minimal to no artificial ingredients. This stood in contrast to Expo West’s proliferation of cheap powders and low-bioavailability sources.

Our perspective: Protein has become a dietary cornerstone. But we saw a continued shift emerging from ​“protein in everything” to ​“quality and provenance matter.” The brands that win will not only integrate protein into indulgent formats, but will also differentiate through transparency, regenerative and whole-food sourcing, and formulations that balance taste with bioavailability.

5. GLP‑1 Nutrition: Quiet, but Moving Closer to the Surface

What we saw at Expo West: Satiety-focused products high in protein and fiber were everywhere, a reflection of GLP‑1 drugs reshaping eating habits. While few brands marketed directly to this audience, the influence was clear.

What we’re seeing now: Explicit GLP‑1 references on pack remain limited, but the signals were evident as we observed high-protein and fiber-rich frozen meals, satiating snacks, and portion-controlled indulgence. While fewer front-of-pack claims appeared than expected, many conversations at booths and in private meetings centered around a world shaped by the rise of GLP‑1 – using or GLP‑1 – curious consumers. Brands are leaning heavily into protein for muscle preservation, fiber for satiety, and balanced portioning, and also are actively exploring how best to communicate these benefits without alienating a broader audience

Our perspective: As we noted at Expo West, GLP-1s are reshaping product design. At Newtopia, it was clear that most brands are still cautious about putting ​“GLP‑1 companion” or ​“GLP‑1 alternative” explicitly on the label, but the intent is there. As adoption expands and stigma declines, we expect a shift from subtle formulation cues to overt claims such as ​“GLP‑1 friendly” or dedicated product lines emerging by 2026, particularly as more clinical validation builds and consumer demand intensifies.

6. Energy Drinks: The Next Evolution

What we saw at Expo West: The $21 billion energy category was evolving beyond synthetic caffeine. Brands highlighted natural alternatives like green tea extract, L‑theanine, and paraxanthine to deliver sustained focus without the crash. 

What we’re seeing now: The energy category is pivoting toward balance. Brands are lowering caffeine levels, introducing new sources like cascara and paraxanthine, and experimenting with hybrids that add hydration or protein. Functional energy was a standout sub-trend featuring products that layered electrolytes, collagen, adaptogens, and protein into energy formats. Even hot and savory ​“energy teas” were on display. Many brands also leaned into fruit juice for natural sweetness and flavor, rather than relying on stevia, monk fruit, or erythritol.

Our perspective: Consumers increasingly want focus and stamina without jitters. The next phase of energy will prioritize balance, multi-functionality, and clean formulations, with ​“functional energy” gaining traction as the space shifts away from synthetic caffeine. Expect clean energy to continue taking share, and functional hybrids to define the category’s evolution.

7. Regenerative Agriculture: Still Early, but Growing

What we saw at Expo West: Regenerative had its strongest showing yet, with sales growing nearly 20% in 2024. Awareness was rising, but consumer understanding lagged, pointing to an education gap. 

What we’re seeing now: Regen claims were less visible, but many brands highlighted ancient grains and other ingredients tied to regenerative practices, even if not explicitly Regenerative Organic Certified. Sorghum-based snacks, in particular, showcased how heritage crops can serve as both functional and sustainability stories, among others. 

Our perspective: The regen signal is still there, but adoption will depend on infrastructure, data, and retailer support. Education remains the gating factor, but momentum continues to build beneath the surface.

8. The Seed Oil Debate: Gaining Steam

What we saw at Expo West: The MAHA-driven backlash against seed oils was gaining traction. Brands were reformulating with avocado, olive, and other alternatives like beef tallow and ghee – a signal that fat choice had become a frontline trust issue for consumers. 

What we’re seeing now: The debate has moved quickly from trend to table stakes. ​“Seed-oil free” or ​“no seed oils” front-of-pack claims were ubiquitous, driven by a wave of animal-based fats like tallow, butter, and ghee, alongside avocado, coconut, and olive oil. It feels like fat choice is becoming almost as central to consumer decision-making as protein source. 

Our perspective: Consumers now equate fat choice with health and trust, linking it to the broader embrace of animal-based nutrition.

Closing Thoughts

The takeaway from Newtopia Now is less about new trends and more about new baselines. Clean-label has become expected. Protein is a daily ritual. Energy and hydration are converging. And trust in sourcing, formulation, functionality is the ultimate currency.

Expo West revealed the sparks; Newtopia confirmed the direction of travel. For founders, investors, and retailers alike, the challenge now is not spotting what’s next, but building the credibility and infrastructure to sustain it.