This year marked the 10 year milestone for Naturally Good expo. The event took place at the ICC over 26-27th May, to celebrate a decade of conscious connections. The highly anticipated celebrations more than lived up to expectation.
This iconic business event has become a pinnacle date in the industry’s calendar. The focus for 2025 was that of ‘conscious connections’. With a dynamic new app and new initiatives introduced to ensure high visitor quality and encourage a wide range of buyers to attend.
Across the two days, the Naturally Good community joined business owners and industry professionals in retail, health and wellness. Visitors gathered from across Australia and the rest of the world to meet natural brands. They discovered the latest trends and innovations in the natural and conscious products market.
Staying ahead of the pulse
At the Pulse Stage, some of the biggest industry names led poignant keynotes integral to business success for the coming year. Day one saw Jarna McLean, Director of Health and Lifestyle at Circana, draw in the crowd with exclusive data and industry insights to reveal leading drivers for growth and opportunity.
Meanwhile, Despina Lord, Founder of the Wellbeing Empowered Collective and a leading figure in Australia’s complementary medicine sector, offered insider knowledge on the rapid evolution taking place in the pharmaceutical landscape and highlighted opportunities to be gained from it.
On day two the momentum didn’t slow, with a lively discussion between PR masters Nastasia Jenkinson (Good Appetite) and Caitlin Elliott-Jones (Little Collins Studio). Shining a spotlight on the brands building a cult-status amongst their communities, they revealed just how high the stakes are in gaining a competitive edge in the marketing space.
Award winners in the natural space
The Naturally Good Pitch Fest returned with a more competitive line-up than ever. This year’s winner was Not Coffee. They delivered an emotive pitch with an inspiring backstory that had judges and audience members alike drinking up every word! Not Coffee was awarded their prize at the Naturally Good Awards and 10 Year Celebration (sponsored by WellBeing and Eat Well). This year it took place at chic waterside lounge, Bungalow 8.
Other accolades included: Best Food Product, ‘Classic Chewy Caramel’, awarded to Loco Love, a fan favourite this year. Best Complementary Medicine Product, ‘Sea Buckthorn Oil’, awarded to Herbs of Gold. Meanwhile, Best Beauty & Personal Care Product, ‘Peptide Collagen Moisturiser’, awarded to Mud Organics.
Fan favourites and upcoming brands
Many brands stood out this year. Chief Nutrition promoted a clear message to “Stop Eating Junk” with their range of nutrient-rich snacks and supplements. They’re encouraging consumers to opt for naturally derived foods and avoid ultra-processed alternatives. This brand is all about sustenance with a focus on nourishment. With an active stance to support farmers, they’re also doing their bit for regenerative agriculture. This is to ensure an abundance of nutritional food for future generations.
Hello Period continue to smash taboos around the topic of menstruation. Their appealingly colourful and innovative range, from cups and discs to reusable pads and underwear, are all designed with sustainability in mind. They’re working to combat thousands of single-use menstrual products ending up on landfill sites every year. This B Corp Certified business is taking the lead in making period care better for the population and the planet.
Wild Organic Ways was a top four finalist in the ‘Best Home & Living Product’ category at the renowned Naturally Good Awards this year. Their extensive certified organic product range spans across skincare, home cleaning and their unique automotive & marine formulas. Non-toxic, eco-friendly and sustainably sourced, their cleverly marketed acronym puts the “WOW” factor into their dynamic brand with a vibrant personality.
Funday Natural Sweets turned heads with their bright and flamboyant stand, perfectly placed at the entrance to the show floor. This popular range of lollies are made from exclusively natural ingredients. Their aim is to offer consumers a healthier alternative to artificial market options, without compromising on look, texture and flavour.
Meanwhile, AussieZinc displayed their standout range of natural mineral sunscreen range proved a big hit with visitors. Founder Vicky, a mother of four, designed the product out of a need to protect her growing family from the strong Australian sun. She achieved this without the use of harsh chemicals often incorporated into traditional sun protection products. Now her range has expanded to include tinted, anti-aging and even a handy mozzie repelling option.
Top trends in natural
Key themes and trends for 2025 included: high-protein products. There was everything from snacks and desserts to pasta and beverages with additional protein sources. This showed clear evidence of a retail market response to increased consumer demand.
‘Sustainability’ was high on the agenda. The industry maintains their position as thought leaders in the global effort to reduce waste and develop dynamic closed-loop business model systems.
‘Heritage ingredients’ also made a flavourful impact at this year’s event. With an abundance of products offering unique tastes, deep-rooted in history and culture, there were many fresh brands to discover. Entwined with sincere, personal storytelling, it showed how the tide is turning on traditional marketing techniques. Especially with authenticity becoming a fundamental attribute of a strong brand identity.
Naturally Good will return on June 3-4 2026 at ICC Sydney. Secure your spot today.