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GreenMoney Journal - publishing since 1992
Fall 2010 issue
Socially Responsible Investing – Better Companies, Better Communities
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Got Organic? Natural Products Expo West Displays Growing Demand for All Things Natural
Steve Hoffman
Anaheim, CA-The overall feeling at this year's Natural Products Expo West was one of excitement and
renewed vigor, as the natural and organic products industry-a rapidly growing, nearly $40-billion
market serving healthy lifestyles consumers-continues to be a driving force, drawing the attention
of entrepreneurs, investors and multinationals alike.
Nearly 36,000 trade visitors from
86 countries visited 2,500 exhibit booths displaying everything from vitamins and dietary
supplements, herbal medicines and natural beauty care products to natural, organic and vegetarian
foods, eco-products, natural home and other "body mind spirit" products and services.
Founded in 1981 by natural products media entrepreneur Doug Greene, Expo West has grown
significantly every year since and is the largest natural products trade show in the country, if
not the world. In 1985 Greene and his company New Hope Natural Media added an East Coast version,
held annually in the fall in Washington, D.C. That show now draws close to 25,000 participants. The
company in recent years also added a European natural products trade show in Amsterdam and an Asian
show in Hong Kong. Greene sold New Hope in 1999 to publicly held Penton Media, a publishing and
trade show business based in Cleveland, OH. New Hope maintains its offices in Boulder, CO, widely
known as a natural products business hub.
Expo West has been held every year in the spring
in Anaheim, CA-home to Disneyland-and is often simply known as "the Anaheim show." This year's
event, held in the recently remodeled, state-of-the-art Anaheim Convention Center, broke new
attendance records, drawing more than 13,000 retail buyers -an 18% increase over the 2003 show.
The show featured exhibits, business seminars, meetings and keynote speeches featuring
motivational guru Anthony Robbins, actress Jane Seymour and environmental activist Julia Butterfly
Hill. White Wave, producer of Silk organic soymilk-the runaway organic product hit with more than
$400 million in sales-treated expo-goers to a free concert featuring rock recording artists Blues
Traveler.
Key trends at the show included:
- Organic Foods
Organic food continues its 20% growth, drawing the attention of the mainstream markets. In
fact, several multinational food giants have either acquired or invested in organic products brand
leaders. Companies such as Con Agra, Kellogg's, Kraft, Frito-Lay, Dean Foods, General Mills, Heinz,
Coca Cola and others now have a strong influence in the natural and organic products marketplace,
through holdings and investments in natural products leaders including White Wave, Horizon Organic
Dairy, Cascadian Farm, Stonyfield Farm, Hain-Celestial Group, Boca Burger and others.
- Low-Carb Foods
Low-carb foods will continue to be a hot trend among dieters, judging by
the number of low-carb food displays at Expo West. You couldn't turn around at the show without
hitting a low-carb display. From breads to pasta to sweets and snacks, there is now a low-carb
option for just about everything. After all, the weight loss market, at $100 billion in sales, is a
lucrative one, albeit a bit faddish.
- Vegetarian Products
Vegetarian and other
meat-free protein alternatives continue to see strong growth. Independently held Amy's Kitchen, a
leader in vegetarian frozen entrees, took an entire aisle for their exhibit booth, feeding many of
the trade show goers with tasty samples. On the other side of this coin, there also is now strong
demand for organic meat and dairy products in the wake of the Mad Cow scare.
- Anti-aging
Manufacturers are responding to the Baby Boomers' desire to stay youthful
and vibrant with dietary supplements, personal care and fitness products. On the other side of the
coin, many exhibitors also displayed product for the aging consumer, including products for eye
health, menopause, and other conditions affecting older individuals.
- Dietary
Supplements
Dietary supplement manufacturers are beginning to see solid growth again in the
wake of an economic downturn that affected the market for nearly five years. Quality and service
are still important in the supplements arena, and manufacturers responded to the recent ban on
ephedra, an herbal stimulant used often in diet and sports nutrition products, with the
introduction of many ephedra-free formulas.
- Natural Home
From ecologically sound
household cleaners to natural paints and from full spectrum lighting to organic sheets and towels,
the market for natural and ecological home products is growing. After all, it's not just what you
put in your body, but also what you put your body in that counts.
- Entrepreneurial
Spirit
The entrepreneurial spirit is alive and well in the healthy lifestyles market, even with
the entry of global players. With new entries including Flax Crax, raw food, organic whole flaxseed
crackers, Zola Acai, an energy drink featuring a nutrient-dense Brazilian fruit, and others, Expo
West highlighted the fact that a good idea-and a good product-can still sell, though as the market
has matured the entry stakes become higher for new players.
As a trade show, Natural
Products Expo West is an indicator of consumer trends, and it also serves as an inspiring force for
those involved in the business. After all, being involved in the natural foods business is a
mission for many in the trade, as they hope to affect positive change in the way people feel and
eat, which can often be an uphill battle. The industry has also been dependent upon educating the
consumer, and Expo West has continued to serve as a vehicle to educate and motivate the natural
products grocer, distributor, manufacturer and others who are striving to serve the growing number
of consumers who are demanding healthful, natural products that are good for their families and the
environment.
For more information, visit http://www.newhope.com
or
http://www.expowest.com
Article written exclusively for GreenMoney.com by Steven Hoffman,
president of Compass Natural Marketing, is a 20-year marketing and communications veteran serving
natural, organic, sustainable and socially responsible businesses. For more information, visit
http://www.compassnaturalmarketing.com
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