Taking place 5-9 October in Cologne, Anuga will feature more than 7,400 exhibitors from 100 countries. In 2017, the show attracted 165,000 visitors from 198 countries, making this one of the most hotly-anticipated trade shows of the food and drink calendar.
The 11 trends this year’s Anuga will be focusing on are:
Functional and free from
According to Anuga organisers, ‘free from’ is becoming increasingly popular as a category. By 2018, 23% of all new foods had a ‘free of’ note. Gluten-free products stand out within this group. In 2018, gluten-free products accounted for 58% of all free-of-charge products, while vegan products, with an average annual growth of 30% since 2014 (2014-2018 annualized growth), were the growth drivers.
Growing demand for halal finished products in the Middle East, combined with growing demand in the West, is driving strong growth in the halal-certified food segment. The introduction of new halal products globally stands at stable average annual growth of 10.7%. By 2018, 67% of Halal's product launches were in Asia, where most of the Muslim population worldwide lives. Africa and the Middle East are also important markets for Halal products.
The distribution of kosher foods is increasing at product launches, according to Innova Market Insights data. In addition, 33% of kosher products were gluten-free in 2018, 25% were GMO-free and 22% had a ‘no additives and preservatives’ indication. Most kosher references refer to the main categories of baked goods, sauces and condiments as well as snacks.
In 2018, more than 5% of newly released products worldwide had a ‘no GM’ indicator, representing an average annual growth of 14% since 2014. In recent years, North America has replaced Europe as the leading market for GMO-free indications. Also in Latin America an increase is to be noted. Most of the newly introduced GMO-free products are in the bakery, dairy and snack categories but the highest levels of such indications are highest in cereals and infant and toddler food.
The percentage of new products attributable to the bio segment increased from 8.8% of new launches in 2014 to 10.5% in 2018. In Europe, the increase is still at 15.5% of average annual growth in organic labels on newly launched European foods clearer (annual overall growth 2014-2018). In 2018, 58% of all organic launches were in Europe and 22% in North America. The fastest-growing category is ‘snacks’ with an average annual growth of 18.6% (annual total growth 2014-2018).
Protected designation of origin
Local and regionally produced food seems more trustworthy to consumers. In addition, certificates of origin such as PDO (Protected Designation of Origin) or PGI (Protected Geographical Indication) strengthen the image of traditionally manufactured products and highlight their origin and quality. In fact, 10% of consumers want their fruit and vegetables, meat, fish and eggs to be locally sourced or locally produced (Innova Market Insights, Consumer Survey 2018).
Traditional meal times and situations are becoming less prevalent and consumers are looking for quick, convenient and healthy solutions that better fit their busy lifestyle. Consumers are increasingly looking for healthy, tasty snacks on the go with handy packaging. By 2018, one out of four ready meals and to-go products was gluten-free, representing an average annual growth of 37.2% (annual total growth 2014-2018). Other important notes are high protein content / protein source. High fiber content / source of fiber, ecological and natural.
As a superfood can be classified foods that have a particularly beneficial nutritional value. These are nutrient-rich foods that have special added value for health and well-being. The number of newly introduced foods marketed as superfood has an average annual growth of 12% (annual total growth 2014-2018). The overall penetration in this category is in grains and primary crops, with superfoods pumpkin seeds (+ 34%), sunflower seeds (+ 21%), quinoa (+ 14%) and flaxseed (14%) growing fastest (annual overall growth in 2014- 2018).
Fairtrade focuses on international development, social justice and equitable economic return. Although still a niche market, less than 1% of all newly imported foods had a ‘Fairtrade’ mark, with a stable average annual growth of 6% (annual cumulative growth 2014-2018). Sweets and hot drinks are the two main categories of Fairtrade certification.