From May 31 to June 2, members of Expana’s price reporting team were in attendance at the annual Sosland Publishing Purchasing Seminar in Kansas City, MO where market participants across beverage, dairy, cocoa, sugar, and other agri-food industries gathered to learn more about current trends.
The event drew roughly 800 attendees from across the supply chain, including buyers, sellers, distributors, research and development teams, as well as other decision-makers in the agri-food realm, according to Expana’s Market Reporter, Andraia Torsiello.
Rather than a traditional trade show with booths, the conference centered on presentations, breakout sessions, and near-constant networking opportunities, said Torsiello. Hotel lobbies stayed active throughout the day and into the evening, as attendees moved from formal sessions to smaller dinners and other conversations.
The overall tone was energetic, interactive, and notably open, according to Torsiello. Each year, she finds the conference useful for relationship-building and discussions about consumer products and demand trends shaping food formulation as well as purchasing decisions.
Added Protein Trends Persist
For dairy markets, strong demand for whey protein was emphasized. Speakers pointed to rising interest in nutrient-dense foods, functional beverages, and high-protein dairy products, with GLP-1 use also influencing consumption patterns and portion sizes. Additionally, similar trends have spilled over into the plant protein market where products with extra protein are being promoted.
“There wasn’t a plant protein breakout,” said Torsiello, who covers that market. “But whey was included, and Sara Dorland, Managing Partner at Ceres Dairy Risk Management did this presentation that talked about trends driving dairy markets and demand.”
Consumer use of weight loss drugs as well as nutrition trends tied to the new food pyramid have led the charge in dairy and plant derived protein.
“They also talked about GLP-1 use driving dairy demand which is still forecast to grow. They said that 12% of Americans are on these weight-loss medications, and that they’re eating less. When they are eating, they want nutrient dense foods which end up being those with added dairy items like whey protein, or plant protein. But these customers are not spending less as these protein-intense foods are not cheap.”
Torsiello noted that new product launches featuring added protein are tightening supplies for the whey markets, a trend that’s been echoed by Expana’s Market Reporter, Brittany Feyh, who was not at the conference.
“The dairy market is weak,” she said. “Milk production is strong, butter and cheese production as well. We’ve got lots of dairy cows and cream is plentiful in the market. But still, whey protein prices are skyrocketing, with production unable to keep up with demand.”
Two Tiers Persist: Health Trends & Sugary Beverage Trends
In sugar markets, the tariff situation stood out to Torsiello, who has been providing weekly updates for Expana readers. At the event, discussions focused on high-tier imports into the US, lobbying by producer groups for higher tariff rates, and ongoing questions around US-Mexico sugar trade agreements.
Consumer trend sessions also highlighted fast-changing beverage demand. Functional beverages, protein shakes, and indulgent drinks such as the “dirty soda” were among the themes discussed by David Portalatin, Senior VP and industry advisor, food and foodservice at Circana, reflecting how health goals and social media trends are reshaping product development.
“Beverages on the non-alcoholic side are outpacing growth in alcoholic beverages,” shared Torsiello. “And then you have trends around certain beverages replacing meals with the popularity of protein shakes and smaller portions.”
Also on the sugar side, social media influencers have been a key driver of the “dirty soda” trend where massive amounts of sugar and sweeteners are being allocated.
“In one location, a dirty soda might have as much sugar as 19 donuts in a 32-ounce drink, which equates to about a half pound of sugar,” said Torsiello.
Artificial intelligence was another new topic at the event, according to Torsiello, who saw examples of companies using the models for applications like ingredient analytics, yield optimization, and crop monitoring.
“For example, Cargill implemented AI cameras to scan beef carcasses with a goal for yield gain,” said Torsiello. “There was talk of a Tyson and Palantir partnership. Also in cocoa, Blommer Chocolate Company, who was an event sponsor, is using AI satellite imagery for cocoa imaging in producing origins, while Hershey’s team was said to be using AI analytics for ingredients optimization.”
Many of the themes discussed on Expana team calls with market reporters were echoed at the Sosland Seminar, said Torsiello who concluded the event to be fruitful for thought leadership, demand trends, and other influences currently seen across the agri-food markets.
“From Sunday to Tuesday, it was a jam-packed couple days,” finished Torsiello. “With presentations, meetings, and constant networking, the event was energetic, interactive, engaging, and everyone was happy to talk with each other. Overall, we were able to see how trends lead to new product development, and it is always beneficial to make new connections and see current contacts.”
Written by Ryan Gallagher
