Our Vibrant Trend Curator, Leah Kuipers, has rounded up the top trends she spotted throughout the Natural Products Expo West show floor and tracked the flavor stories gaining the most momentum. Four profiles stood out across categories, and together they tell a clear story about where consumer taste is heading.
Churro
Churro emerged as one of the most talked-about flavors at the show. This cinnamon-forward, Latin American-inspired profile showed up across a wide range of applications, from sweet snacks and protein bars to pecans and cold brew coffee. Its crossover ability is the signal worth paying attention to. When a flavor profile can move that freely between categories, it points to real consumer pull rather than a one-application novelty. For CPG developers, churro represents a nostalgic and indulgent profile with room to grow.
Creamy
Creamy profiles were hard to miss. Peaches and Cream, Creamy Vanilla, and Orange Creamsicle all made appearances across multiple categories at the show. What connects them is the comfort factor. These are flavors that tap into recognizable moments and deliver indulgence without overcomplicating the formulation brief. For brands looking to connect with consumers on an emotional level, creamy profiles offer an approachable entry point with strong shelf appeal.
Matcha
Matcha continues to gain ground, and Expo West 2026 confirmed it has moved well past novelty status. Beyond beverages, matcha showed up in protein bars, with strawberry pairings drawing particular attention. Consumer data backs the momentum: according to Mintel (August 2025), 44.6% of U.S. consumers have tried matcha and 47.7% are interested. That level of awareness and intent makes matcha a credible formulation choice across applications, particularly for brands targeting younger consumers.
Mango Chili
The swicy trend continues to evolve. Mango chili showed up in sodas, RTD cocktails, and beyond, reflecting growing consumer appetite for flavor combinations that are bold but still approachable. The next iteration of this trend layers citrus and fruit with spice or pepper to build complexity while maintaining broad appeal. For product developers, this signals that heat-forward profiles no longer need to be niche to find a market.
What These Trends Have in Common
Across all four, the underlying pattern is consistent. Nostalgic flavors continue to drive consumer connection. Comfort and familiarity still matter. Global and culturally inspired profiles are expanding into mainstream applications. And bolder combinations are becoming more approachable as consumer palates develop.
For food and beverage brands sourcing natural ingredients to bring these profiles to life, Vibrant Ingredients has the flavor expertise and extraction capabilities to move from trend insight to finished product.
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