What’s Selling is a monthly review of the best-selling natural and organic products determined from unit sales at natural products stores across the U.S. Find out what's hot...and what's on retailers' radar as a future sales driver.


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Trending Spotlight: Fermented Foods, Sips & Supps

AdobeStock_216925288.jpegGut health seems to be top of mind for consumers, with a variety of fermented foods now trending. Bubbies Sauerkraut and Bubbies Dill Sauerkraut are making a splash in the Southwest, and sauerkraut is also driving sales in the Midwest. Shoppers are sipping Kefir Lab Coconut Milk Kefir and Kefir Lab Strawberry Coconut Milk Kefir in the Southwest, and spooning up Painterland Sisters Yogurt and Cocojune dairy-free yogurt in the Southeast. Fermented supplements are trending, too. In Expo West 2026 Trend Report: Innovation, Transparency & Functional Wellness, several fermented products were in the spotlight, including Essential Formulas Dr. Ohhira’s Probiotics. The company’s Original and Professional formulas utilize multi-year fermentation to create a full-spectrum blend of prebiotics, probiotics, and restorative postbiotics. New for 2026, Essential Formulas unveiled Dr. Ohhira’s Postbiotic Fermented Food Concentrate, which offers a concentrated source of Dr. Ohhira’s restorative postbiotic compounds.