Understanding consumers and their ever-changing buying patterns can be a difficult process to navigate - that’s where we come in. NEXT and NBJ worked together to build the Trends & Innovation report that features unique data and analysis that quantify the hard-to-quantify inputs. Throughout this report you’ll be provided with predictive insights in the natural products industry to help you build a more resilient brand.

Explore 35 trends that have been identified and analyzed through a trend-ranking model synthesizing three major inputs which combine: 

• Consumer attitudes
• Consumer behaviors
• Innovation activity seen at Natural Products Expo West.

The multi-faceted analysis takes a look at trend such as Eat More Plants, Plant-based Ethics, Healthy Fats, Reducing Waste, Regenerative Agriculture, Brain Health, and so many more. This isn't your typical trend report as these multiple sources provide an empirical method to see which trends will resonate further into the future. We also provide dozens of product examples to help inspire your next steps.

Interested in diving even deeper into the mind of the consumer? Add the Ways of Eating report for a more in depth analysis into this topic. 

Smart brands are wondering: What motivates eaters in 2022? What key nutritional categories and habits are consumers gravitating toward (or avoiding)? How does this differ by gender and generation and how has it changed over recent years?

The all new Ways of Eating Report, a research partnership between NBJ and NEXT Data & Insights, is here to answer these questions and more. To do so, we performed a robust survey of more than 2,500 US residents (nationally representative across key demographics) to find out the beliefs and behaviors behind why we eat what we eat… and when we do it. We look at nutrients, dietary regimens and lifestyle components for what people do to stay healthy, and we compare key data points to a similar survey performed in 2013 to see how these drivers have change over the last decade.

There isn’t a single major diet that people are embracing today. Rather, they’re picking and choosing to eat elements of many diets for their health. People are customizing their diets to suit their personal needs. Yesterday's marketing strategies of relying on customers being "all in" on keto or paleo are gone; nuance and personalization are in.

Find out what consumers needs are NOT being met by the market by knowing what influences their diet and health. We break down our findings by generation, gender, and lifestyle so you can narrow in on your ideal customers today and plan for tomorrow.