What Expo West 2026 Told Us About the Future of CPG Packaging

 

Our team spent the week walking the floor at Expo West, and several signals stood out about where food & beverage, and the brands behind it, are heading.

Beyond individual products, what stood out most was how quickly brand expectations are evolving alongside product innovation.

Here are the Expo West packaging trends we noticed:

Function is Invading Indulgence

Protein donuts. Chicken chips. Functional puffs. Categories once driven purely by taste are now expected to deliver performance as well.

For brands, this creates a design challenge: packaging must balance nutrition credibility with indulgence cues without losing either.

Supplement Formats are Adopting CPG Design Language

Gummies, powders, and chewables dominated the floor, but the bigger shift is how supplement brands are borrowing snack and beverage-style branding to become more lifestyle-driven and approachable.

As supplements move into everyday consumption occasions, their design systems are evolving to match.

Hydration has Become a Brand Battleground

Electrolytes and botanical beverages continue to surge, but ingredients alone are no longer the differentiator.

The brands standing out are the ones building distinct personalities and visual identities, turning hydration into a category where storytelling and attitude matter as much as function.

Global Flavors are Shaping Brand Expression

Authentic regional ingredients and culinary traditions were everywhere on the floor. The most compelling brands aren’t just referencing these flavors, they’re reflecting them through design systems that communicate authenticity and cultural depth.

Experimentation is Becoming the Norm

Unexpected flavor combinations and bold concepts are increasingly common across categories. The brands that succeed are the ones confident enough to let their visual identity and brand voice match that level of creativity.

Sustainability Messaging is Becoming More Experiential

Brands are moving beyond claims and certifications toward visual storytelling and physical experiences that make sustainability tangible. Tru Earth’s “Tower of Reality” — showing plastic waste per person per year — stopped everyone in their tracks.

Expo West always offers a glimpse into where consumers are headed next. This year reinforced something we’re seeing across CPG:

Product innovation is accelerating, but the brands that win will be the ones that clearly connect that innovation to strong brand identity and packaging design.

The question for brands now isn’t just “What’s new?” but “How clearly does our brand communicate why it matters?”