The array of merchandise at Natural Products Expo West reflects broad trends seen not only in small health stores, but also in supermarkets and big-box stores such as Costco, Sam's Club and Wal-Mart, says Fred Linder, president of New Hope Natural Media. The biggest trends seen by Linder and others who follow natural foods and products include:

* A staggering proliferation of gluten-free products, not only in breads, cereals, brownies and pasta, but even in dog food products.

* Increased attention to certified fair trade. Consumers are seeking products from manufacturers that meet economic and environmental standards in support of the communities in which they do business.

* Whole and sprouted grains are continuing to sprout up, not only in breads and rolls, but also in pizza, snacks and desserts.

* Omega-3 fatty acids are taking off as consumers seek to boost brain power. They're turning up in supplements and culinary oils as well as energy bars, cereals, milk, eggs and pet products.

* Reflecting greater consumer interest in gut health, probiotics are increasingly turning up in vitamin supplements, drinks and snacks.

* Not content with merely eating "natural," consumers are also purchasing natural and organic personal care products such as mineral cosmetics.

* Exotic "superfruit" ingredients such as açaí, mangosteen, goji berry, yerba mate and newcomer yumberry are making their way into beverages and snacks.

* Small, on-the-go sizes for natural drinks and snacks are growing.

Source: New Hope Natural Media

-- Janet Cromley