98STRONG Field Notes at EXPO WEST 2026
FROM THE FLOOR
Expo West 2026 had the usual chaos. Thousands of brands. Endless sampling. But one pattern showed up everywhere.
Gen Z isn’t looking for new benefits. They’re looking for familiar ones delivered in ways that fit their lives.
Hydration. Protein. Energy. Fiber. Clean ingredients.
None of this is new. What’s new is the format, the ritual, and the person introducing the product.
For brands trying to reach this consumer, the challenge isn’t R&D. It’s relevance. And relevance increasingly starts with an athlete holding your product before practice.
FOUR TRENDS THE DEFINED THE SHOW
HYDRATION:
Electrolytes Are the New Water
Hydration has shifted from passive to functional. Electrolyte mixes, sodium-forward drinks, and performance hydration were everywhere. Gen Z sees hydration as something that supports performance and recovery.
ENERGY:
Clean Energy Is a Daily Ritual
Energy drinks are evolving beyond caffeine spikes. Adaptogens, nootropics, and balanced stimulant stacks are reframing energy as something people reach for every morning. The opportunity is in the routine, not the rush.
PROTEIN:
Protein Is Going Light
Protein remains dominant, but the format of conversation has changed. Clear protein drinks and protein sodas are replacing heavy shakes. Same macro. Easier experience.
FUNCTIONAL GUMMIES:
The Habit Format
Creatine, fiber, adaptogens, and vitamins are increasingly showing up in gummy form. The reason is simple. They drop directly into existing routines. No behavior change required.
FIVE MICRO THEMES
Themes Underneath It All
Protein
Fiber
Energy
Hydration
Clean Label
None of these are new trends. What’s changing is how they’re packaged, who introduces them, and how they fit into daily routines.
This is where Gen Z student athletes matter.
They live these habits.
They use these products.
When they share, it feels authentic.
PUT YOUR BRAND IN THE HANDS FOR GEN Z WHO USE IT
The trends were everywhere at Expo West and the show was a huge success. The opportunity is what comes after.
98Strong connects top health and wellness CPG brands with Gen Z consumers to drive full-funnel impact. If we connected at the show, let's continue the conversation. If not, we'd still love to. Grab a time here.
ANDREW MAVIS
98Strong Founder & CEO
