The food and beverage world is evolving fast, and Natural Products Expo West showcased exactly where the industry is heading.

From health-focused animal products to celebrity-backed drinks, the 2026 Expo revealed trends that will dominate the licensed consumer products space in the year ahead.

Matcha Mania

1. A new caffeinated favorite

Move over coffee—matcha is taking the spotlight. Once a niche drink, matcha has now exploded across licensed products, from tea blends to ready-to-drink options. Companies like The Republic of Tea continue to innovate, pairing matcha with popular culture collaborations, proving this trend is far from slowing down.

Animal-Based Health Boosts

2. Rendered animal cooking essence and flavor-forward nutrition

Animal products that emphasize both health and taste remain strong. Rendered animal essence, in particular, is experiencing a resurgence. Brands showcased fries cooked in licensed tallow from premium sources, delighting attendees with a taste-forward, protein-rich option. This trend aligns with consumers' growing interest in functional, flavorful foods.

Dips and Spreads Everywhere

3. Flavorful, licensed pairings

From garlic spreads by Toom to sweet cinnamon nut butters from Paranice, dips and spreads dominated the show floor. Licensed collaborations continue to gain momentum, with previous highlights including Tostitos partnering with pop culture hits like Only Murders in the Building. Expect more creative flavor combinations to appear in 2026.

Pro and Prebiotics

1. Gut health goes mainstream

Functional foods focused on digestive health were ubiquitous at Expo West. The Frozen Bean, licensee for Sunkist, featured probiotic drink powders, while protein powders and gummy vitamins highlighted how brands are weaving wellness into everyday products. Consumers increasingly expect health benefits without sacrificing taste.

Dates: Nature's Sweetener

2. Rising star of natural sugars

Dates, celebrated for their natural sweetness, were featured by brands like Joolies. As sugar alternatives gain popularity, expect dates to appear in more snacks, spreads, and beverages across licensed product lines. This trend underscores the demand for natural, nutrient-rich ingredients in modern formulations.

Celebrity Food & Drink Brands

3. Star power in the aisle

Celebrity-backed brands continue to captivate attention. From Caliwater, supported by Vanessa Hudgens and a roster of celebrity investors, to David Dobrik's Wavers, these products combine influencer marketing with lifestyle appeal. Expo West highlighted the growing influence of celebrity endorsements on consumer choices, proving star power drives both visibility and sales.

Protein and Fiber

1. Nutritional building blocks

Protein was a dominant trend in previous years, and now fiber is joining the spotlight. Brands like Unite and Truvani showcased high-fiber snacks and beverages, signaling a shift toward balanced nutrition. Licensed products are increasingly expected to provide functional benefits, merging convenience with wellness.

Conclusion

Natural Products Expo West 2026 offered a clear glimpse into the future of food and beverage licensing. Trends like matcha, health-forward animal products, dips and spreads, probiotics, dates, celebrity-backed offerings, and fiber-rich options indicate a more diverse, health-conscious, and culturally tuned marketplace.

From natural sweetness to star-studded partnerships, the licensed food and beverage industry is evolving at an exciting pace, and these trends are only set to expand in the months ahead.