Inside Expo West: What’s Actually Trending in Wellness Right Now
There’s a certain energy at Natural Products Expo West that you can’t quite replicate anywhere else.
It’s not just the scale—though it’s massive. It’s the feeling that you’re standing at the intersection of where wellness has been… and where it’s quietly going next.
This year, I went with intention.
Not to be overwhelmed. Not to chase noise.
But to observe. To listen. To understand what’s actually trending—and more importantly, why.
Because trends don’t matter unless they reflect something deeper.
And what I saw this year was clear:
We’re entering a new phase of wellness—one centered on metabolic health, longevity, and foundational support.
What I Focused on This Year
Instead of wandering booth to booth, I focused on the brands shaping the category—the ones that don’t just follow trends, but help define them.
I spent time with teams and products from:
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Bloom Nutrition
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Cymbiotika
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Garden of Life
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New Chapter
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Gaia Herbs
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Nordic Naturals
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Ancient Nutrition
Different positioning. Different audiences.
But the same underlying direction.
After days of conversations, product testing, and observing what people were actually gravitating toward…
A few clear themes emerged.
1. Creatine Is Expanding Beyond Fitness
Creatine is having a moment—but not in the way it used to.
It’s no longer just about performance in the gym.
It’s showing up in conversations around:
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Daily energy
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Recovery
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Overall performance
This reflects a broader shift across the industry toward multi-benefit, routine-based supplements that integrate into everyday life.
Creatine fits into that shift naturally.
It’s well-studied, familiar, and now being reframed for a more lifestyle-driven consumer.
What stood out to me is how brands are making it easier to incorporate into a daily rhythm—not just a workout routine. Clean formulations, simple rituals, and products that feel elevated enough to actually stick.
I’ve personally been reaching for options like Rho Nutrition, which approach creatine in a way that feels aligned with this shift—simple, effective, and easy to integrate into a daily routine rather than something reserved for the gym.
And that’s really the point.
This isn’t about adding more.
It’s about choosing tools that support how you already live.
2. NAD+ Is Anchoring the Longevity Conversation
If there was one theme that consistently surfaced across the supplement space, it was longevity.
And NAD+ sat right at the center of it.
Across multiple brands, NAD+ and its precursors—like nicotinamide riboside—were positioned around:
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Cellular energy
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Healthy aging
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Daily vitality
Longevity is no longer niche or clinical.
It’s becoming part of everyday wellness.
People aren’t waiting to “fix” aging.
They’re becoming more intentional about how they sustain energy, clarity, and overall vitality over time.
3. Colostrum Is Entering the Broader Wellness Conversation
Colostrum wasn’t the loudest trend—but it was one of the more telling ones.
Brands rooted in ancestral and whole-food wellness—like Ancient Nutrition—are helping bring colostrum into a more modern context, positioning it around:
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Gut health
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Immune support
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Recovery
This aligns with the continued rise of gut health and microbiome-focused wellness.
What stood out most wasn’t just the ingredient—it was how it’s being used.
Colostrum is becoming part of daily rituals.
Coffee. Powders. Simple routines.
And that’s where real adoption happens.
4. Magnesium Has Become Foundational
Magnesium isn’t new—but its role has evolved.
At Expo West, magnesium showed up consistently as a core ingredient tied to:
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Stress support
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Sleep
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Muscle recovery
This reflects something deeper.
Consumers aren’t just looking for energy anymore.
They’re looking for regulation.
A way to come back to baseline.
And magnesium has quietly become one of the most trusted tools for that—simple, effective, and easy to integrate into everyday life.
5. GLP-1 Support Is Reshaping the Category
This was one of the most defining shifts at Expo West.
The rise of GLP-1 medications is influencing not just pharma—but the entire wellness ecosystem.
Across the show, brands are developing products that support:
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Appetite regulation
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Blood sugar balance
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Nutrient density
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Muscle maintenance
This is where wellness becomes more integrated.
Supplements are no longer operating in isolation.
They’re becoming part of a broader metabolic conversation.
And that’s a much more intelligent approach.
So… Why These Trends?
This is the part that matters most.
Because trends are just signals.
The real story is what they point to.
Across the board, one thing was clear:
Consumers are becoming more intentional, more informed, and more focused on long-term health.
They don’t want:
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Overcomplicated routines
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Overstimulating solutions
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Short-term fixes
They want:
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Stability
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Energy that lasts
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Support that fits into real life
That’s why these ingredients are rising.
They all support something foundational:
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Cellular energy (creatine, NAD+)
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Internal balance (magnesium, gut health)
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Metabolic alignment (GLP-1 support)
This isn’t surface-level wellness.
This is infrastructure.
What This Means for VYRI
At VYRI, we’ve always believed that wellness should feel lived—not performed.
And Expo West confirmed that we’re moving in the right direction.
The future of wellness isn’t about having more products.
It’s about having the right ones.
The ones that:
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Integrate into real life
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Support long-term health
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Feel simple, but are deeply effective
That’s where we’re focused.
Not chasing trends—but understanding them.
Curating with intention.And building something that reflects how people actually live.
Final Thought
Expo West didn’t feel chaotic this year.
It felt… focused.
Like the industry is maturing.
Less noise. More clarity.
And if I had to sum it up in one sentence:
Wellness is shifting from reactive to intentional—from quick fixes to systems that actually support how we live.
And that’s a direction I’m fully aligned with.