Every year, Expo West takes the FMCG world by storm. You have to go all in — an exhilarating, overwhelming, caffeine-fueled sprint where brands, buyers, and industry movers collide.
Expo West must be seen to believe and remains a golden opportunity for FMCG Brands.
Whether you’re in year one or year 30+ like our team, it’s a ride that consistently requires you to be on. For those who remain consistent it is always rewarding so, lean in, focus on what’s important, and build deep, meaningful relationships for the long-term.
So, what are our takeaways from this year’s show?
Community Over Everything
The brands that we see thrive aren’t just selling products – they’re building moments with big impact. The interactions, connections, relationships forged in the throes of Expo West go beyond the latest trends; they shape and support long-term success. In an industry adjusting to cost of living, impacted by tariffs, shifting consumer preferences, margin pressure and product life cycles, having a strong support system matters. Those connections? They outlast trends and even companies – after all they say your network in your net worth.
What’s Hot, What’s Next?
The Expo floor is the heartbeat of FMCG innovation. We saw continued efforts of ‘SMART’ labelled products, nootropics, protein in everything, low-sugar, no-sugar, gummies everywhere and probiotics being woven into more everyday products.
The challenge?
Understanding which trends have sticking power versus those that will fade as fast as they emerged. Brands that succeed here don’t just follow—they adapt, refine, and stay ahead of the curve with greater connection to their value, purpose, and moments, deeply connected to their why.
Work Hard, Play Hard (In Your Own Way)
From long-haul flights, hotel rooms, days pitching to buyers, distributors and brokers, to late night re-capping the days ‘aha’ moments with the trade, Expo West isn’t just about deals – it’s about developing your network.
Knock off drinks, industry parties, or decompress in quiet revising your approach with strategic thinking, one thing is certain: surround yourself with like-minded people to navigate the sensory overload, and you’ll come away with greater energy than the show offers.
Aussie Brands Making an Impact
We’ve got to give a major shout-out to the Aussie brands showing up and standing out. From Pepe Saya, RawC, Aus Honey and Chief making their mark in the US while staying true to what makes their product exceptional, to other homegrown brands pushing into international spaces without compromise, the Aussie FMCG presence is growing – and it’s inspiring.
For brands considering the leap, Expo West is proof that opportunity is there for those who work at it, on it, it, stay true to their brand DNA, and- most importantly – build the right relationships so your network works with you over the long-term.
Hard work puts you where luck finds you. For those who embrace it, it’s worth every second.
Ash McMillan, Co-founder
