Augur is an innovation partner for many of the leading brands within the food and beverage space. Getting away from our screens and out in the real world from time to time is key to gather inspiration, knowledge and fuel into the work we do.
Los Angeles is really at the forefront when it comes to food and health - anyone looking to collect signalson how emerging trends might manifest in the future should definitely go west.
With one week on their hand, Augur sent it’s trend spotting team of three to explore all the hot spots in LA has to offer during one intense week. We started with some real-life trend spotting in food and health stores, workout studios and retail venues, including frontrunner chain Erewhon as well the restaurants du jour.
The functional health trend was ever-present this year in LA. Having been there twice before, we gained many insights and could really spot how this space has evolved over time.
LA is the home of one of the world’s largest food fairs: Natural Products Expo West, located in Anaheim just outside of Los Angeles. The leading trade show when it comes to natural, organic, and healthy products, Expo West is an ideal place to spot the hottest new products, supplements and ingredients.
The outcome of this one-week expedition was an abundance of new inspiration and insights for upcoming work, as well as “talks”. A teaser: functional drinks everywhere, drinkable beauty, meat jerky, GLP-1 signals, tea time, mainstream mushrooms, hormonal health and premium pet food. But also - has protein peaked? And what about the plant-based boom?
We’ll share our insights and signals for 2025 and beyond in various formats this spring, so stay tuned!