At this year’s
SupplySide West, one of the largest gatherings of ingredient suppliers, manufacturers and product developers, the spotlight was on innovation, flavor and consumer preferences. Attending events like these gives the California Walnut Board an invaluable chance to see emerging trends, exchange ideas and stay ahead of what consumers are craving. If you weren’t able to attend, here are the top insights from this year’s show that you’ll want to keep in mind as you head into 2025.
1. The Shift from Clean Label to Simplicity
While “clean label” has been a phrase with myriad definitions for several years, SupplySide West showed that the focus on ingredient labels is shifting toward simplicity. Consumers are seeking products with fewer ingredients without compromising on nutritional benefits and flavor, and ingredients like walnuts can help in this. Product developers are tasked with simplifying labels without compromising on these aspects. Simplifying your ingredients listings by using ingredients that offer multiple benefits—such as walnuts—is a way to meet this demand.
2. Consumer-Specific Formulation
When developing new products, it’s essential to remember that different groups of consumers have different nutritional priorities. For younger generations, ingredients that promote focus and energy (think caffeine, adaptogens or B vitamins) are
often a draw.
On the other hand, older generations tend to be more focused on products that support heart health, digestive health or fiber. When
using walnuts, tailoring your products to the needs of these demographic segments will help you develop more relevant and marketable offerings. Knowing who you’re formulating for—and their specific nutritional goals—will help guide your ingredient choices and messaging.
3. Nostalgia Meets Newstalgia
The concept of newstalgia (nostalgic flavors with a modern twist) continues to grow in popularity. At SupplySide West, many discussions centered around the fact that nostalgia is subjective, and in the U.S.,
where there is a large immigrant population, consumers may crave nostalgic flavors from their own cultural backgrounds. Think flavors like churro (for Latinx consumers) or
walnut-friendly baklava (for Middle Eastern or Mediterranean communities). If you’re developing walnut-based products that tap into nostalgic flavors, consider broadening your focus to include global flavor influences and emerging cultural trends. This not only speaks to the diversity of the consumer base but also taps into the growing demand for authenticity in flavor experiences.
4. Flavor Is Still King
While nutritional benefits and functional ingredients are important, flavor is still the most critical factor in consumer purchasing decisions. If a product doesn’t taste good, no matter how nutritious it may be, consumers won’t buy it again. Flavor was consistently a topic of discussion across the talks and sessions at SupplySide West, and it’s clear that consumers are unwilling to compromise. Balance is key—ensure that your products deliver on taste, and that health claims or functional benefits don’t overshadow the core eating experience. Just look at what
walnuts can do for flavor combinations! After all, a product that tastes great will earn repeat customers, which is key to long-term success.
5. Texture Experiments Are the New Frontier in Baked Goods
Texture continues to be a hot topic in product development, particularly in baked goods. Consumers are experimenting with various textures, such as adding inclusions like walnuts to create a unique mouthfeel. Playing with different textures—whether soft and chewy or crispy and crunchy—can help differentiate your product in the crowded baked goods space.
6. Sustainability and Ethical Sourcing Remain Essential
While the technical side of food product development is critical, it’s also important to consider sustainability and ethical sourcing when formulating new products. At SupplySide West, the sustainability conversation was alive and well. Consumers are increasingly interested in how their food is sourced, and they want to know that brands are committed to responsible practices. Take a look at the
California walnut industry’s commitment to sustainability.
As we head into 2025, SupplySide West has given us a roadmap for where the food and beverage industry is headed. By embracing these insights and staying on top of consumer preferences, product developers can stay ahead of the curve and create products with walnuts that not only meet but exceed consumer expectations.
