This year, the ROOT team explored New Hope’s new purpose-led CPG conference Newtopia Now; consumed (and helped to shape) countless articles, webinars, and podcasts about the natural products industry; nibbled on hundreds of new products; welcomed new CPG clients like Flanagan Farm, wildbrine, and Kumaon Tea; discussed where the industry is heading with the experts; and started a YouTube channel Dig Deep that shares stories, tips, and trends in the natural products industry.
We carefully considered what we’ve learned, consulted with our favorite natural products trend watcher and predictor Julie Zagars, and created our Top Five Trends to Watch in 2025. Let’s dig in:
Aging Well
Rather than the age-old anti-aging messaging, many newer and savvier brands are touting the possibilities of a vibrant life in every new decade. Smart move, because – for example – perimenopause will affect eight out of 10 women for 10+ years, and online searches for “perimenopause” have increased 150% during the last four years (according to NNABI.)
Keeping us vibrant:
• NNABI perimenopause supplements are doctor-formulated capsules specifically designed for midlife. This NEXTY award-winning line includes a version with CBD and one without.
• Caire is science-backed, vegan, cruelty-free “skincare for grownups” for women in peri- to post-menopause.
• Bejou skincare is built on Chontaduro, a rare fruit from the Brazilian rainforest nicknamed “nature’s retinol.”
• Shea Radiance facial skincare line in violet bottles works to harness the power of mushrooms to improve moisture retention and hydration, promote a smooth complexion, and soften fine lines.
Funky Fungi
As the popularity of mushrooms and mycelium continues to grow, we see them used in EVERYTHING, from jerky to coffee to supplements.
We’re digging:
• Host Defense Mushroom supplements are made with organic mycelium. Their Mycobrew Mocha is a convenient powder that transforms into a delicious way to support your immune system.
• Rasa’s chicory-based coffee and coffee alternatives are formulated by a clinical herbalist and now come in their original brew formula and in new instant powders that dissolve smoothly to deliver your daily dose of adaptogens and mushrooms, featuring Rhodiola, Cordyceps, and Lion’s Mane for boosted mental clarity and increased focus. Two of ROOT’s favorites include the Cacao Noir and Matcha Cloud.
• Meati’s mycelium is now available in more grocery freezer sections for everyone looking for alternative proteins with a great texture. While most other brands focus on faux ground beef in a crumbled form, these mushroom roots more closely resemble a whole chicken breast or the striations of a steak.
• Pan’s Mushroom Jerky – one of our favorite bites at Newtopia – is a line of vegan, gluten-free, chewy, umami snacks from shiitake mushrooms, based on a family recipe.
• Boulder-based Peak State Coffee makes coffee with benefits, adding mushrooms to your daily brew. Their low-acid formulas boost whole beans with adaptogens and prebiotics. Already a member of 1% for the Planet, Peak State sources sustainably shade-grown coffee beans and are pursuing regenerative farming.
Keto Evolves
Many keto-friendly offerings are shifting their messaging from a focus on low carbs, to highlighting their protein and fiber benefits instead.
Strength in numbers:
• Sunabloom organic plant-based sunflower-based yogurt proudly promotes that they have 10 grams of complete protein per serving.
• Carbe Diem! pastas have 55% fewer net carbs than traditional pasta plus more dietary fiber, thanks to modified wheat starch.
• The world’s first high-protein sauce Chad & Barney’s STURDY Sauce packs 80 grams of protein per jar of pasta sauce. (Imagine eating these last two together!! 💪- Ed)
Regenerative Agriculture
We’re thrilled – and encouraged – to see so many new and existing brands announcing regenerative agriculture efforts. Worldwide, 75% of our land is degraded, demonstrating the desperate need for improved soil health. Regen ag rebuilds soil, improves consumers wellness by creating nutrient-dense food, restores water cycles, and sequesters carbon.
ROC on:
• This year, we were seeing the buckwheat superstars Clusterbucks from Lil Bucks everywhere. The brand is Regenerative Organic Certified Silver (ROC) and the crunchy buckwheat goodness is a welcomed addition to our breakfasts.
• Ancient Nutrition is rightfully proud of their ROC status – that’s Regenerative Organic Certified. Their whole food organic dietary supplements include a Super Greens powder with spirulina, matcha, chlorella, reishi, and probiotics. It’s surprisingly delicious even with just water, but even better with coconut water.
• Kiss the Ground offers a 90-minute, on-demand course for companies working to embrace regenerative agriculture. For every $100 donated to Kiss the Ground, they inspire and catalyze the transition of 10 acres into regenerative agriculture, working directly with farmers, consultants, and partners.
Unexpected Form Factors
Natural product folks are unusually creative and innovative, and we’re been impressed with recent advances in packaging design.
In with the new:
• The most innovative product of the year award goes to Milkadamia🏆 Their flatpack dried sheets of organic oat milk that can be rehydrated in a home blender, so they’re not paying to ship water.
• Olbas Wellness Tea is a canister of white minty pellets that become a tea that opens up sinuses. This Swiss herbal supplement is remarkably effective.
• Earlier this year, Flanagan Farm released a line of affordable organic sauerkraut in 16-ounce standup pouches that neatly fit into refrigerators.
The natural products industry gets more exciting (and a little more crowded!) every day! Contact us if you’d like to discuss your marketing needs and how our natural products trends experts can help you stand out with PR and social media.
Photos and blog by natural products industry expert Julie Zagars and ROOT Senior PR Account Manager Emily Tracy.
