Commentary From Our Chairman / CEO
The Pulse of Expo West
Naomi Sleeper, Category Manager, Natural and Green Living, Imperial Distributors, Inc.
Most weekends of the year, Anaheim is synonymous with Disneyland. But during the first weekend of March, long lines and outdoor stage concerts in the Heart of Orange County signal a bigger attraction: “the world’s largest natural, organic and healthy products event,” Natural Products Expo West.
With over 70,000 attendees and 2,700 exhibitors, the attendance of 2015’s Expo West evidences the magnitude and growth of the natural products industry. The demand to see the latest and greatest products in this market has never been higher.
In addition to the biggest trends in natural and organic food, the show reveals key focus areas in the industry’s non-food offerings:
Authenticity and Transparency: When it comes to personal care, consumers are becoming smarter about products on the market and less tolerant of vague “natural” messaging. Manufacturers are responding to the pressure for increased authenticity and transparency in product ingredients and effectiveness with enhanced labeling, ingredient education and communication of clinical science.
Social Benefit: Appealing to the socially-conscious consumer, more natural products claim their benefit to not only health and environment, but also humanity. HBW vendors are jumping on the “buy one, give one” bandwagon (a la Toms Shoes) and promoting their contribution to improved employment and educational opportunities. More brands also display the “Certified B Corporation” logo (“B” = benefit) – a stamp of both environmental and social performance and accountability.
Women’s Health: From feminine health to post-partum skincare, natural and organic options to meet women’s needs are multiplying. Natural baby care brands are expanding lines to include products for moms, as well.
Men’s Skincare: Expo West producer, New Hope Natural Media, identifies wellness-focused, trend-conscious males (#young4ever) as likely consumers of natural products. Manufacturers are capitalizing on this growing consumer group. An array of natural skincare and shave products, exemplifying the best in masculine branding, are sharply marketed to the young male shopper.
Argan and Coconut Oils: Argan oil and coconut oil appear to be the new pillars of natural body and hair care. Many brands spotlight argan oil as a key beauty remedy. And products featuring USDA-certified organic coconut oil suggest that this popular cooking ingredient could occupy more real estate in consumers’ bathrooms than kitchens.
The energy at Expo West reflects the excitement around buzz-worthy items, emerging hot trends and the environmental, social and health concerns that drive them. One take-away from Expo West is clear: the future of the natural and organic market is vigorous.
For comments or questions, contact us by phone at 508-756-5156, or e-mail: NSleeper@imperialdistributors.com