Innovation Shifts Toward Simplicity
By Kendra Morrison
Published: June 1, 2026
Category: The Non-GMO Blog
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At the CPG Innovation Summit during Natural Products Expo West, speakers highlighted a shift in how innovation is defined across the natural products industry. Rather than focusing on novel ingredients or formats, industry leaders pointed to simplicity, transparency, and product integrity as the next phase of innovation.
Jason Buechel, vice president of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market, said innovation is increasingly centered on removing unnecessary ingredients and improving product quality. He noted that Whole Foods has eliminated more than 300 ingredients from its standards and is seeing similar moves from other retailers.
Mark Bittman emphasized that innovation is moving toward “a return to what’s natural, traditional, and good,” particularly in food production and sourcing. Both speakers pointed to growing consumer demand for clean labels, transparency, and fewer additives.
While trend-driven categories such as high-protein products continue to expand, speakers suggested these may be short-term drivers compared to longer-term shifts toward authenticity and trust. Increased scrutiny of ingredient lists and sourcing practices is influencing both product development and retailer standards.
The discussion signals a broader industry transition, where competitive differentiation is increasingly tied to simplicity, credibility, and alignment with consumer expectations around health and transparency.
Sources: Informa Markets, (2025), Natural Products Expo West introduces inaugural CPG Innovation Summit for 2026 edition; Buechel, J. (2026, March), Remarks at CPG Innovation Summit: Innovation shifts toward simplicity, Natural Products Expo West 2026, Anaheim, CA, United States; Bittman, M. (2026, March), Remarks at CPG Innovation Summit: Innovation shifts toward simplicity, Natural Products Expo West 2026, Anaheim, CA, United States.
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