The Expo West Sorting Hat

Motivations > Trends: How I’m Evaluating Brands at Expo West This Year

Every year we show up to Expo and try to make sense of thousands of brands, claims, and trends.

Expo can feel chaotic, but it gets simpler when you remember most brands are competing for the same emotional drivers.

Underneath all the SKUs, certifications, and callouts, most brands are selling one of three human motivations.

1. Optimization — Help me improve

More protein. Better sleep. Gut health. Clearer skin. More focus. Longevity.

This shows up across bars, beverages, supplements, personal care, and functional snacks.

Examples: BUILT, Grüns, Poppi, Eighth Day, Magic Mind.

These brands are engineered around outcomes. They promise progress you can measure. A disproportionate share of capital over the past decade has flowed here, and it shows on the floor.

2. Purity — No Questions Asked

Fewer ingredients. Regenerative sourcing. No seed oils. No synthetics.

This shows up across food, supplements, skincare, and oral care.

Examples: Chomps, Primally Pure, Boka, Masa, Osea.

When people say they want something "clean," this is what they're actually reaching for. Scale and manufacturing costs have historically been the barrier. This is rapidly changing.

3. Joy — Let me enjoy this

Flavor. Texture. Nostalgia. Ritual. Fun.

If it isn’t broken, don’t fix it. Evolutionize the classics.

Examples: Pretzelized, Muddy Bites, Incredifulls, My/Mochi

These brands win on craveability and culture. They ignore the trend cycle entirely and remind us that even the most optimized consumer still wants a treat.

As You Walk, Ask Questions:

1. Which bucket does this clearly belong to? Trying to do everything at once is a red flag.

2. Is it exceptional in that lane, or just participating?

3. Is there actual traction, or just good branding and a crowded booth?

4. Have they built real community, or just a viral moment?

The brands that win are rarely confused about which motivation they serve. The ones that are still figuring that out are the ones that won't be back next year.