9 trends play a key role at Anuga 2019

This year Anuga is celebrating its 100th anniversary. While the first Anuga that took place in Stuttgart in 1919 comprised around 200 German firms, this year, around 7400 exhibitors from 100 countries will be presenting the latest trends and innovations to over 165,000 trade visitors from the food and beverage industry.

The following 9 trends¹ will play a key role at Anuga 2019, which is being held from 5 to 9 October 2019 in Cologne.

1. Functional and free-from

“Free-from” is becoming an increasingly more popular category. In 2018, 23% of all new foods carried a free-from notice. Gluten-free products stand out within this group. In 2018, 58% of all free-from products were gluten-free products, and vegan products with an average annual increase of 30% since 2014 (annual overall growth 2014-2018) recorded excellent growth.

2. Halal

Halal-certified food that corresponds to the Islamic dietary rules is gaining significance. The increasing demand for halal ready-made products in the Near East, combined with the growing demand in the West, is leading to a strong growth in the segment of halal-certified food. The introduction of new halal products lies at a stable average annual growth of 10.7% worldwide. In 2018, 67% of all market introductions of halal products were recorded in Asia, where the majority of the worldwide Muslim population lives. Africa and the Near East are also important markets for halal products.

3. Kosher

The demand for kosher products is increasingly strongly. The distribution of these foodstuffs, which correspond with the Jewish dietary rules, is increasing according to data provided by Innova Market Insights on product introductions. In 2018, 33% of the kosher products were also gluten-free, 25% were free of genetic modifications and 22% carried a “without additives and preservatives” notice. Most kosher notices are found on the main categories of bakery products, sauces and spices as well as snacks.

4. Non-GMO

In 2018, over 5% of the newly introduced products worldwide carried a “non-GMO” notice, which corresponds to an average annual growth of 14% since 2014. Over the past years, North America has taken over from Europe as the leading market region for non-GMO notices. Growth has also been recorded in Latin America. Most of the newly introduced non-GMO products fall under the categories bakery products, dairy products and snacks, whereby the overall penetration of such notices is the highest in the sections cereals and baby and toddler food.

5. Organic

The percentage of new products that fall under the organic segment grew from 8.8% of the new introductions in 2014 up to 10.5% in 2018. In Europe with an average annual growth of 15.5% the share of organic seals among the newly introduced European foodstuffs is even more significant (annual overall growth 2014–2018). In 2018, 58% of all new introductions with an organic seal occurred in Europe, 22% were introduced in North America. The fastest growing category is “Snacks” with an average annual growth of 18.6% (annual overall growth 2014–2018). At Anuga Organic and the Anuga Organic Market the trade visitors will find a wide range of organic products from Germany and abroad with a clear focus on export.

6. Products with protected designation of origin

The interest in and awareness about the origin of their foodstuffs is being expressed by the fact that the consumers want to know how their food is produced, where exactly it comes from and what quality the ingredients have. Locally and regionally produced foods appear to be more trustworthy to the consumers. Furthermore, certificates of origin like the PDO (protected designation of origin) or PGI (protected geographical indication) enhance the image of traditionally manufactured products and underline their origin and quality. Indeed, 10% of the consumers want their fruit and vegetables, meat, fish and eggs to be of local origin or locally produced (Innova Market Insights, consumer survey 2018).

7. Ready-to-eat

Traditional meal times and situations are becoming less and less common and the consumers are looking for fast, convenient and yet nevertheless healthy solutions that suit their busy lifestyles better. Consumers are increasingly looking for healthy, tasty to-go snacks in practical packing. For snacks, the priority lies on the sense of taste and authentic aromas, while the demand for global aromas is increasing fast. In 2018, one of four ready-made meals and to-go products were gluten-free, which corresponds to an average annual growth of 37.2% (annual overall growth 2014–2018). Further important notices are high protein content/source of protein.

8. Superfoods

Foodstuffs that are of especially favourable nutritional value can be classified as superfoods. These are nutritious foodstuffs that have a special added value for the health and wellbeing. The number of newly introduced foodstuffs that are marketed as superfoods, has recorded an average annual growth of 12% (annual overall growth 2014–2018). The overall penetration of this category lies in the section grains and primeval grains and the fastest growing superfoods are pumpkin seeds (+34%), sunflower seeds (+21%), quinoa (+14%) and linseed (+14%) (annual overall growth 2014–2018).

9. Products based on fair trade

Fairtrade focuses on the international development, social equity and fair economic profits. Although it is still a niche market, less than 1% of all newly introduced foodstuffs displayed a “Fairtrade” notice, these recorded a stable average annual growth of 6% (annual overall growth 2014–2018). Sweets and hot drinks are the two main categories for the Fairtrade certification.

For further details about the Anuga food and beverage industry trade fair, visit: https://www.anuga.com/.

¹Source: Innova Market Insights

Image credit: ©stock.adobe.com/au/Marina