EXPO WEST 2026 RECAP
Expo West 2026: A Merchant’s Return to the Roots of Retail Media
DIGITS CEO Dave Glaza shares his first Expo West experience, discovering how emerging CPG brands are embracing retail media while staying focused on what matters most: selling more units.
After years of hearing about Natural Products Expo West from colleagues who have attended 15+ times, DIGITS CEO Dave Glaza finally made the trip to Anaheim in March 2026. What he found surprised him: 80,000 attendees, emerging brands laser-focused on growth, and retail media conversations stripped down to their essentials. No data clean rooms, no incrementality measurement debates, just founders and sales leads asking the one question that matters: how do we sell more?
Why It Matters
Expo West represents the intersection of innovation and commerce in the natural and organic CPG space. For retail media agencies like DIGITS, the event offers a unique lens into how emerging brands approach digital activation, which retailers are opening doors to new products, and what trends will shape category growth over the next 12 to 24 months.
Unlike larger industry events focused on established CPG giants and enterprise-scale retail media networks, Expo West brings together early-stage brands, forward-thinking retailers like Sprouts and Target, and the scrappy sales teams trying to earn shelf space one buyer meeting at a time. This is where retail media meets its truest purpose: moving units and building brands.
Key Takeaways at a Glance
- Expo West 2026 drew 80,000 attendees to Anaheim Convention Center, March 3-6, 2026
- Emerging brands are familiar with retail media but need help understanding sponsored search, display, and offsite differences
- Protein remains the dominant trend, with fiber positioned as “the next big thing”
- Non-alcoholic beverages (mixers, RTD cocktails), mushroom beverages, and beef tallow emerged as key product trends
- Target brought many, many buyers to the show, signaling renewed commitment to discovering uptrending brands
- Sprouts continues as the expected early adopter for emerging brands
- Minnesota brands showcased in a special exhibit wing
- Retail media conversations focused on fundamentals: how do we sell more units?
What Is Natural Products Expo West?
Natural Products Expo West is the defining event for professionals in the natural and organic consumer packaged goods and retail industry. Celebrating its 45th year in 2026, the expo takes over the Anaheim Convention Center for four days, with exhibit halls open March 4-6.
The event cultivates a prosperous, high-integrity CPG and retail ecosystem where the natural and organic industry grows, discovers new opportunities, uncovers innovations, and makes connections that become competitive advantages.
Exhibitors feature the largest collection of emerging and pioneering brands in the natural and organic landscape, from early-stage brands showcasing inventive concepts to established CPG players.
Why Was This Dave’s First Expo West?
As someone who spent over a decade as a Target merchant before launching DIGITS, Dave admits feeling a bit ashamed that 2026 marked his first Expo West. Many attendees he met have been coming for 15 years. He felt like a new entrant to the club.
But timing matters. With retail media (Roundel, Walmart Connect, Instacart) infiltrating even the smallest emerging brands, it was finally time for DIGITS to make an appearance at this 80,000-person conference. The intersection of emerging brands and retail media activation has reached a tipping point where agencies specializing in execution, not just strategy, can add real value.
What Stood Out About Retail Media Conversations?
The retail media conversations at Expo West were refreshingly different from typical industry conferences. Dave found himself among smaller brands operating at the truest sense of retail media: moving units and growing the brand.
These conversations brought him back to his merchant growth roots. No nerdy discussions about media incrementality measurement methodology nuance. No debates about data clean rooms. No joint business plan spending goal negotiations. Just old-fashioned “how do we sell more” conversations.
Dave loved that energy and felt reenergized by all the founders and sales leads trying to make a name for their brands. Most VPs of sales he talked to were familiar with retail media and ready to spend, but still needed help understanding the differences between sponsored search, display, and offsite media. They understood the why, but needed guidance on the how and where.
What Product Trends Dominated the Show?
Several clear trends emerged across the 80,000 attendees and thousands of exhibitors:
Protein Continued Its Dominance
Protein remained a major trend across categories, from snacks to beverages to meal replacements. The functional benefits, consumer demand, and proven sales performance make protein the safest bet for emerging brands.
Fiber Positioned as the Next Big Thing
Multiple brands and buyers mentioned fiber as “the next big thing,” even if no one really thought it could get as big as protein. The challenge, as one founder put it: who really wants to eat fiber? The category needs work on palatability and messaging before it reaches protein-level adoption.
Non-Alcoholic Beverage Innovation
Non-alcoholic beverages exploded across the show floor, including mixers, ready-to-drink cocktails, and sophisticated NA alternatives. The zebra striping trend (alternating between alcoholic and non-alcoholic drinks) continues to reshape beverage portfolios.
Mushroom Beverages and Functional Ingredients
Mushroom-infused beverages and functional mushroom ingredients appeared throughout the expo, capitalizing on wellness trends and adaptogenic benefits.
Beef Tallow Makes a Comeback
Perhaps the most surprising trend to Dave: beef tallow products. From cooking oils to skincare, brands are reclaiming traditional animal fats as healthier alternatives to seed oils.
What Did Dave Hear About Retailers at Expo West?
Retailer buzz at Expo West revealed important shifts in the natural and organic buying landscape.
Target Brought a ton of Buyers
Rumor circulated that Target brought many buyers to the show, and brands felt a renewed energy that Target cared about bringing in new, uptrending brands. Many of these brands felt overlooked the past few years by what they called “a former white whale Target.” The merchant team’s presence and engagement signaled a shift back toward innovation and discovery.
Sprouts Remains the Expected Early Adopter
Sprouts continued its reputation as the expected early adopter for most emerging brands. Not surprisingly, Sprouts has been a retailer with great performance the past few years. Coincidence? Dave thinks not. Sprouts’ willingness to test new brands creates proof points that larger retailers like Target use to inform their own assortment decisions.
What Were Dave’s Personal Highlights?
Beyond the business insights and product trends, Dave called out several personal highlights from his first Expo West:
Minnesota Brand Showcase
A special wing of the exhibit featured Minnesota brands, giving Dave a chance to support local innovators and see how the Twin Cities CPG community is showing up on the national stage.
Amylu for Best Protein
In a sea of carb-heavy samples, Amylu stood out for serving real fresh cooked protein that actually filled attendees up rather than just providing another cracker or chip.
Applegate for Whole Hot Dogs
Applegate earned Dave’s appreciation for serving whole hot dogs, providing actual sustenance during long days on the show floor.
What Does Expo West Mean for DIGITS and Emerging Brands?
Dave’s first Expo West reinforced several truths about the natural and organic CPG space and how retail media fits into growth strategies for emerging brands.
First, retail media has moved from nice-to-have to essential for brands at every stage. Even early-stage brands with limited distribution understand they need sponsored search, offsite media, and promotional strategies to compete for visibility.
Second, emerging brands need partners who can translate retail media complexity into simple execution. These founders and sales leaders don’t have time for esoteric debates about attribution methodology. They need clear guidance on where to invest, how to measure results, and what works at their stage of growth.
Third, the retailers winning with emerging brands (Sprouts, renewed Target focus) are those creating pathways for discovery and testing. Brands that prove performance at early-adopter retailers earn their way into broader distribution.
Finally, the fundamentals still matter most. All the retail media sophistication in the world doesn’t replace great products, compelling brands, and sales teams that know how to move units. Expo West reminded Dave why he got into this business: helping brands grow by connecting great products with the shoppers who want to buy them.
Action Steps
If you’re an emerging brand considering retail media activation or planning for Expo West 2027:
- Understand the Basics Before You Spend: Know the difference between sponsored search, display, and offsite media before committing budget. These channels serve different purposes and deliver different results.
- Start with Proof Points: Use early-adopter retailers like Sprouts to build sales data and proof points that larger retailers will value.
- Keep It Simple: Focus on the fundamentals. What drives trial? What builds repeat? How do you sell more units? Don’t get distracted by retail media complexity.
- Plan for Expo West Early: If your brand is in natural and organic, Expo West is essential. Book lodging early (Anaheim hotels fill up), prepare your booth experience, and block time for buyer meetings.
- Connect with DIGITS: If you’re navigating retail media at Target, Walmart, Instacart, or regional grocers, DIGITS can help translate complexity into clear execution.
Frequently Asked Questions
Is Expo West worth attending for established CPG brands or just emerging brands?
Expo West skews toward emerging and pioneering brands in natural and organic, but established CPG brands attend to discover trends, scout acquisition targets, and connect with innovation. If your portfolio includes natural and organic products, the expo provides competitive intelligence and partnership opportunities.
How does retail media work for brands with limited distribution?
Retail media works at every stage of distribution. Early-stage brands can use offsite media to drive awareness and trial at the retailers where they do have distribution. As distribution expands, retail media scales accordingly. The key is right-sizing investment to current footprint rather than trying to activate nationally before you’re ready.
What makes Sprouts the go-to early adopter for emerging brands?
Sprouts has built its business model around discovering and testing emerging brands before they hit mainstream distribution. The retailer’s customer base skews toward early adopters willing to try new products, making it an ideal testing ground. Strong performance at Sprouts creates proof points that larger retailers use to inform buying decisions.
Should emerging brands prioritize in-store or digital activation?
Both matter, but digital activation (offsite media, sponsored search where available, social) often delivers better ROI for emerging brands with limited budgets because you can geo-target around your distribution footprint and reach shoppers in discovery mode before they enter stores.
Conclusion
Dave’s first Expo West delivered exactly what the event promises: discovery, connections, and a renewed sense of what drives growth in the natural and organic CPG space. Surrounded by 80,000 attendees, thousands of emerging brands, and retail buyers scouting the next big thing, the energy was contagious.
The retail media conversations were refreshingly simple: how do we sell more units? That question, stripped of complexity and focused on fundamentals, is what DIGITS does best. Helping brands move product, build market share, and grow through smart retail media execution.
What trend from Expo West 2026 will shape your category strategy?
Ready to discuss retail media strategies for emerging brands or established CPG players? Connect with DIGITS to explore how we help brands at every stage activate smarter at Target, Walmart, Instacart, and beyond.
About DIGITS Agency
DIGITS is an omnichannel retail media agency specializing in Target, regional grocers, and alcohol retail media. As a Target Managed Services partner and Roundel Media Studio Certified agency, DIGITS helps CPG brands navigate retail media with strategic planning, hands-on campaign management, and proprietary analytics. Learn more at www.digitsagency.com.
Dave Glaza, Founder & CEO of DIGITS, remains committed to bringing digital capabilities to physical stores!
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