Anuga: Trend indicator of the international food industry

For five days in October, food and beverages will be the focus of attention at the Cologne exhibition centre. From 13th to 17th October 2007, 6,607 suppliers from 95 countries will be presenting their products to trade visitors from all over the world. Innovations and new marketing concepts will be among the key topics at the world's leading food fair. Market researchers and trend scouts are assisting companies in analysing consumers' current preferences. AC Nielsen GmbH is conducting an international survey called "What's hot around the globe", which also provides information on trends in individual regions. The results show that healthy nutrition, freshness and convenience are among the key concepts in today's food industry. An overview of the new products at Anuga will be offered by the TASTE_07 special show, which will display innovations from the fair that have been selected by a panel of experts (Boulevard North).

The global food and beverage industry grew by four per cent between mid-2005 and mid-2006. Although the growth rate differed widely depending on the region and the product area, in its study the international market research institute AC Nielsen was also able to identify global consumer trends that helped to spur growth in certain categories. "Consumers around the world are increasingly focusing on two main areas: the area of taste, health and nutrition, on the one hand, and convenience and practicality on the other," explains Walter Berthold, head of AC Nielsen Global Services, Germany.

Freshness, "healthy" added value and convenience are the main selling points in the food industry. Nine product areas in the sector have achieved double-digit growth rates worldwide. Six of these categories posted turnover of more than one billion US dollars. According to the Nielsen study, the internationally leading product is still liquid yoghurt, which recorded an increase of 18 per cent. According to the market research results, this success is due to the product's good taste, its health aspects, the convenient packaging, and the fact that the drink can be taken along anywhere. The turnover from liquid yoghurt rose by ten per cent in 29 of the 45 countries that are relevant to this category. The product became a veritable shooting star in China, where it achieved a world record growth rate of 49 per cent. And liquid yoghurt isn't the only milk-based beverage to achieve high popularity: the demand for many other such drinks is also increasing worldwide, in most cases at double-digit rates.

The demand for fresh fish and seafood has increased substantially worldwide. Because it is a nutritious, low-fat and easily digestible food product, fish achieved higher growth rates than meat between 2005 and 2006. Other top categories in the global food trends are fresh ready-to-eat salads and baby formula and, at a lower turnover level, fresh/cooled soups/bouillon/broth, fresh herbs and spices, and frozen starters and appetisers.

From Cologne to Singapore, consumers are increasingly putting fresh products in their shopping baskets, whether as loose items or pre-packaged. Retailers are promoting this trend by setting aside more sales area for the growing fresh product sector and upgrading their refrigeration systems. It therefore comes as no surprise that four of the world's nine fastest-growing product categories are devoted to fresh food.

But many of these successful product groups are displaying dynamic growth not only because of their freshness and health benefits. Convenience - offered by products that can be prepared and served quickly and easily - is at least as important a motivating factor in consumers' purchases, and this trend is a worldwide phenomenon. China, for example, is achieving the highest growth rates with industrially produced baby food and baby formula. The boom in frozen starters and appetisers, on the other hand, is coming from North America. During the period analysed for the study, the new snack products, and above all the "breakfast starters", are becoming very popular, especially with families who need quick, simple meals.

And there is yet another trend that is shaping the shopping habits of consumers in New York and New Delhi and all points in between: the consumers expect the products they buy to deliver good value for money - which is why they often choose the own-brand products of discount chains. This presents producers of brand-name products with the formidable challenge of ensuring that their products offer proven added value for the higher prices.





Source: The Nielsen Company - A. C. Nielsen GmbH

The Federal Association of the German Food Industry (BVE) also reports that German consumers are already demanding more and more products and product ranges that promise health benefits and greater wellness, can be easily integrated into an increasingly hectic lifestyle and, above all, are enjoyable. To coincide with Anuga 2007, the BVE and GfK are jointly presenting an analysis of the latest "wellness food" trends titled "Consumers' Choice 2007 - Wellfood: healthy eating trend drives food markets", which will surely provide the trade visitors from Germany and abroad with valuable insights into consumer behaviour.

Anuga is open (to trade visitors only) from 9:00 a.m. to 6:00 p.m. daily from 13th to 17th October 2007.

For more information, the list of exhibitors and details of the supporting programme, go to: www.anuga.de (www.anuga.com)