It’s a running joke in my family that my boyfriend doesn’t eat real food. His diet seems to consist of chocolate milkshakes, chocolate chip cookies and a variety of chocolate candy. However, at 33 years old, he’s recently become concerned with his diet and is making more of an effort to consume products with nutritional benefits.

While at Natural Products Expo West last month, it was clear that he isn’t the only male looking to add some nutrients in his diet with beverages. Although it was easy to see several new trends are driving the natural and organic segment, arguably one of the most important is a movement in packaging to appeal to a broader demographic of consumers.