In this episode of The Natural List, co-hosts Adrienne Smith and Jessica Rubino welcome back supplement expert and Market Research Analyst for New Hope Network’s Nutrition Business Journal Erika Craft. After chatting about the best angel food cake recipes (potential high-protein TikTok trend?) the trio shifts to some interesting hydration brands, including LEVL Nutrition, Klar Labs and Rhovive. Cottage cheese ice cream brand and Newtopia Now exhibitor Smearcase also gets a shoutout.

Erika then shares some of the supplement brands she is excited to see at Newtopia Now, including OceanBlue Omega-3 and Charlotte’s Web. On the topic of favorite products, 2025 Personal Care NEXTY Award winner SeaBar, Jasberry Rice and Lundberg Family Farms receive shoutouts from Jessica and Adrienne.

Next up, Erika previews the 2025 NBJ Supplement Business Report, known in the industry as the seminal supplement report. It’s broken down by different supplement categories and further refined by sales channels. Erika notes that herbs and botanicals sales, which took a dip in 2022, are quickly rebounding. The trio caps off the episode with a discussion of why younger shoppers are seeking out in-person shopping experiences and give a preview of NBJ’s Condition Specific Report, coming out this July.  

Related:The Natural List – Sweets & Snacks trends, ‘grasswashed’ jerky, better-for-you candy

In this episode: 

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Our guest

About Erika Craft

Erika Kraft, market research analyst for NBJ, manages the NBJ data model and implements both quantitative market-sizing data and qualitative consumer-survey research that helps inform all NBJ publications. Erika translates complex information into strategic insights, drives informed decision-making, unveils market intricacies and presents potential growth opportunities in the dynamic and ever-changing landscape of the supplement industry. She is passionate about consumer health and wellness and aims to help both individuals and brands with a deeper understanding of the supplement industry

Your hosts 

About Jessica Rubino 

Jessica Rubino is a natural products industry expert and content strategist with more than 15 years experience in media, events and natural products. As New Hope Network’s vice president of content, Jessica oversees digital and print content, conference programming and branded content for CPGs, retailers, investors and service providers. Jessica is passionate about using innovation as a force for good and leveraging content to spark the changes we want to see in the world.  

Related:The Natural List – The deal with dyes, heritage-inspired packaging design and Newtopia Now

About Adrienne Smith 

Adrienne Smith is the director of content for newhope.com and the editor-in-chief of Natural Foods Merchandiser magazine where she helps ideate and produce content for natural products retailers, brands and entrepreneurs. She also runs the NEXTY Awards, an annual program held in conjunction with Natural Products Expo West that recognizes emerging and established natural CPG brands for their innovation, inspiration and integrity. A former restaurant owner, chef and sommelier, Adrienne is passionate about food in all its forms.