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Expo West 2026 Trends: Protein, Gut Health, and the Next Phase of Functional Formulation

Our Expo West 2026 recap highlights major trends in protein, gut health, adaptogens, and functional beverages, plus key formulation implications for R&D teams.

What We Expected vs. What We Confirmed

Going into Expo West 2026, we anticipated continued focus on protein, gut health, and functionality across food and beverage. What we saw on the show floor largely confirmed that trajectory, but with more nuance around format, texture, and metabolic positioning than in previous years.

This year’s strongest signals centered on:

Protein evolution (clear formats, multi-functional claims, texture improvements)
Gut health (high fiber, digestive positioning, pre- pro- and post-biotics, sugar reduction, GLP-1 alignment)
Sugar reduction (allulose, agave, and erythritol as substitutes)
Adaptogens and mushrooms (particularly in beverages)
Hydration (going beyond water)
Label claims (boasting clean labels and "real ingredients")
Sustainability claims (sourcing of ingredients, supply chain, etc.)

Below is what stood out, and what it means for formulators.

Trend #1: Protein Is No Longer a Claim. It’s a Platform.

What we expected

Protein continued to dominate Expo West, but in 2026, protein wasn’t just about “20 grams per serving.” It was about how protein performs in different systems.

What we saw

Protein showed up in:

Clear protein beverages and “protein waters.” Particularly, protein sodas.
Multi-benefit ready-to-drink beverages (protein + fiber, protein + energy, protein + hydration)
High-protein snacks with softer textures (gummies were everywhere!)
Reformulated legacy formats with improved mouthfeel

Brands are moving beyond simply adding protein and are now solving for:

Sedimentation
Grittiness
Chalkiness
Shelf stability
Innovative flavor systems (we saw a variety of exotic flavors as well as classic flavors across the show floor)

In particular, clear protein formats indicate strong demand for proteins that perform in low-viscosity, high-acid beverage systems without haze or precipitation.

Formulation implications

For R&D teams, this signals increased pressure to:

Improve protein solubility and stability in beverage systems
Deliver high protein without texture penalties
Balance sweetness in high-protein, reduced-sugar systems
Build protein into hybrid benefit platforms (gut health, energy, hydration)

Protein is no longer just a macro claim. It’s a formulation challenge tied directly to sensory acceptance.

Trend #2: Gut Health Moves From “Nice to Have” to Highly-Expected Benefit

What we expected

Gut health has been growing for years, but in 2026, it appears to be evolving into a structural foundation of product design.

What we saw

High fiber claims were everywhere, especially in:

Snack bars
Functional beverages
Cereal and baked goods
Better-for-you confectionery
Supplements (powders, gummies, and pills)

Digestive positioning has shifted from vague wellness messaging to more direct claims around:

Prebiotics, probiotics, and postbiotics
Microbiome support
Satiety
Metabolic health

We also saw increased crossover between gut health and GLP-1 aligned messaging, including:

Lower sugar
Higher fiber
Balanced macronutrients
Portion-aware formats

Formulation implications

These trends create several technical pressures for food scientists and formulators:

Incorporating higher levels of fiber without compromising texture
Managing sweetness in sugar-reduced systems
Avoiding digestive tolerance issues at scale
Preventing density shifts and sedimentation in fiber-fortified beverages

Many formulators are turning to resistant dextrin and inulin to support fiber claims.

Gut health is no longer a niche add-on. It’s influencing how products are structured from the beginning.

Trend #3: Sugar Reduction Continues to Drive Formulation Innovation

What we expected

We anticipated we would see more leaning toward low- or no-calorie sweeteners, particularly in beverages and confectionery.

What we saw

Sugar reduction remained one of the most visible formulation themes at Expo West 2026. Across beverages, snacks, and better-for-you desserts, brands prominently featured claims such as:

“No added sugar”
“Zero sugar”
“Reduced sugar”

These claims appeared across a wide range of categories, including functional beverages, protein products, snack bars, and confectionery-style formats. In many cases, sugar reduction was paired with other benefits such as protein, fiber, or hydration, reinforcing the trend toward multifunctional products.

From an ingredient perspective, several sweetening systems appeared repeatedly on ingredient lists and in product positioning.

Allulose continues to gain traction as one of the fastest-growing sugar alternatives, particularly in beverages, snacks, and confectionery-style products where sugar-like functionality is important. Other ingredients that appeared frequently included agave nectar, often used for its perceived natural positioning, and erythritol, commonly used as part of reduced-sugar sweetener systems or for a mild, pleasant cooling effect.

Formulation implications

For formulators, sugar reduction remains one of the most technically demanding challenges in product development. Sugar contributes far more than sweetness. It also impacts:

Texture and mouthfeel
Bulking and structure
Water activity and shelf stability
Flavor balance

As brands continue to pursue aggressive sugar-reduction targets, ingredient systems increasingly need to replicate multiple functional roles simultaneously.

Ingredients like allulose and maltodextrin can help provide sugar-like bulk and browning, while erythritol and other sweeteners are often used to balance sweetness profiles. Natural sweeteners such as agave nectar may also play a role in formulations that prioritize recognizable ingredient positioning.

Ultimately, the trend toward lower-sugar products reinforces the need for formulation strategies that maintain indulgence, stability, and clean-label expectations, even as traditional sugar levels are reduced.

Trend #4: GLP-1 Messaging Is Quiet but Influential

What we expected

GLP-1 medications continue to influence consumer behavior. Even when brands aren’t naming GLP-1 directly, the formulation signals are there.

What we saw

Many products leaned into:

High protein
High fiber
Reduced sugar
Controlled calorie positioning
Satiety messaging

In some cases, portion sizes appeared more deliberate (e.g., single-serving, snack size), suggesting brands are aligning with appetite-awareness trends.

Formulation implications

This trend increases demand for ingredients that:

Support fullness and balanced digestion
Deliver sweetness without sugar spikes
Improve mouthfeel in lower-calorie formats
Maintain indulgence in smaller portions

This likely reinforces the need for multifunctional ingredients that deliver texture, sweetness balance, and digestive support in one system.

Trend #5: Adaptogens and Mushrooms — Moving Toward Specificity

What we expected

Adaptogens continue to appear, but positioning clarity has varied in past years.

What we saw

This year, adaptogens and functional mushrooms appeared to be moving toward more specific positioning, such as:

Cognitive support
Stress management
Energy without crash
Focus
Mood balance

Rather than generic “superfood” claims, brands seemed to anchor adaptogens within defined benefit platforms.

Formats included:

Canned beverages
Mushroom coffees
Gummies

Formulation implications

For R&D teams, adaptogens introduce challenges around:

Flavor masking
Color management
Solubility
Stability in beverage systems
Regulatory and structure/function compliance

As positioning becomes more precise, ingredient quality and consistency become even more critical.

Trend #6: Hydration Expands Beyond Electrolytes

What we expected

We knew that hydration would show up in new, innovative formats such as sodas and protein waters.

What we saw

Hydration was one of the most visible themes across the show floor, but the category appears to be evolving beyond traditional electrolyte drinks.

Many products emphasized “functional hydration,” incorporating ingredients positioned for recovery, relaxation, or performance. Two ingredients appeared particularly often:

Magnesium, frequently positioned for relaxation, recovery, and sleep support
Creatine, appearing in more mainstream beverage formats than in previous years, and even with vegan creatine options

Hydration-focused products appeared across multiple formats, including:

Stick packs and drink mixes
Ready-to-drink beverages
Functional sparkling waters
Hybrid hydration + performance products

Rather than simply replacing electrolytes, these products layered additional benefits onto hydration platforms, suggesting that hydration is becoming a delivery system for broader functionality.

Formulation implications

For R&D teams, this trend raises several formulation considerations:

Mineral stability and solubility, particularly for magnesium salts in beverage systems
Flavor masking, since both magnesium and creatine can introduce bitterness or metallic notes
Sedimentation and clarity, especially in lower-viscosity beverages
Dose delivery, ensuring meaningful ingredient levels while maintaining drinkability

As hydration evolves into a multifunctional platform, formulators will likely need ingredient systems that balance mineral delivery, taste, and stability in increasingly complex beverage formats.

Trend #7: “Clean” and “Real Ingredients” Messaging Is Everywhere

What we expected

Brands to lean into whole foods and real ingredients, while also stating they do not contain additives.

What we saw

While clean label has long been a major theme in natural products, Expo West 2026 showed a noticeable shift in how brands communicate ingredient transparency.

Many products across categories emphasized language such as:

“Clean ingredients”
“Real ingredients”
“No additives”

These messages were often positioned directly on front-of-pack, suggesting brands believe ingredient simplicity is becoming a stronger purchase driver.

Interestingly, the messaging appeared even in products that also carried highly functional positioning, including protein beverages, hydration products, and digestive health offerings. This signals that consumers increasingly expect functionality without complexity in the ingredient list.

Formulation implications

For formulators, this trend reinforces the ongoing pressure to deliver functionality while maintaining label simplicity.

This creates challenges around:

Stabilization in beverage systems
Sugar reduction without artificial sweeteners
Texture improvement in high-protein formats
Maintaining shelf stability without heavily processed additives

In many cases, ingredient systems must now serve multiple functional roles, such as contributing sweetness, texture, or stability, while still aligning with clean-label expectations.

As consumer scrutiny of ingredient lists continues to increase, formulation strategies that deliver performance with recognizable ingredients will likely become even more important.

Trend #8: Sustainability Messaging Becomes More Prominent

What we expected

To see brands making claims related to environmental and social responsibility, particularly for packaging and ingredient sourcing.

What we saw

Sustainability remained a prominent theme across the show floor, but the messaging appeared to be shifting from broad environmental claims toward more practical and specific commitments.

Rather than simply highlighting sustainability as a brand value, many companies focused on more tangible signals such as:

Regenerative agriculture sourcing
Supply chain transparency
Reduced packaging or recyclable materials
Upcycled ingredients
Responsible ingredient sourcing

In a few cases, brands also connected sustainability messaging to ingredient sourcing, emphasizing where and how ingredients were produced.

Formulation implications

For R&D teams, sustainability messaging increasingly intersects with ingredient selection and supply strategy.

Formulators may need to consider:

Ingredient sourcing transparency
Supply chain reliability and consistency
Opportunities to use upcycled or lower-impact ingredients
Packaging compatibility with product stability and shelf life

In practice, this means that sustainability is no longer just a marketing narrative — it is beginning to influence formulation decisions and supplier relationships.

As brands continue to prioritize environmental impact, ingredients that combine functional performance with responsible sourcing will likely become even more important.

The Undercurrent: Multifunctionality

One unifying theme across proteins, gut health, and adaptogens was multifunctionality.

Very few products were built around a single claim. Instead, brands combined:

Protein + fiber
Energy + cognition
Gut health + sugar reduction
Indulgence + metabolic alignment

For formulators, this means ingredients that only solve one problem may no longer be sufficient. Systems thinking is becoming essential.

What This Means for 2026–2027 Product Development

Based on what we saw at Expo West 2026, we expect:

Continued growth in clear protein beverages
Higher fiber inclusions in mainstream formats
More "low sugar," or "no sugar" claims, and achieving sweetness with ingredients like allulose
More precise adaptogen positioning
Increased pressure to maintain sensory quality in functional products
Greater scrutiny on ingredient consistency and supply reliability

Brands will likely prioritize ingredients that deliver:

Functional performance
Clean label compatibility
Texture improvement
Sugar reduction support
On-spec, on-time reliability

Expo West 2026 reinforced a clear direction: functionality must coexist with indulgence. Protein must perform. Gut health must be built into the system. Adaptogens must be precise. And texture can no longer be an afterthought.

The brands that win in 2026 and beyond will be the ones that translate these macro trends into technically sound, scalable formulations.

If you’re working on protein, gut health, or functional food and beverage innovation in 2026, we’d love to compare notes and support your next formulation project.

Contact Top Health Ingredients to request samples and discuss ingredient fit for your application.