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Show Preview - Trends abound in Anuga 2009
BY SHEILA WAN, EDITOR
Navigating through current trends of functional foods and private labels may be daunting to many; the show in Germany is set to provide relief for trade visitors. Sheila Wan reports from Tokyo, Japan.
1 July 2009
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Consumers are swarmed with products that are laden with marketing messages. At the press conference for Anuga 2009 in Tokyo, Japan in April, Peter Grothues, Koelnmesse food business unit’s VP, told Asia Food Journal and other invited media that this stems from a micro trend of consumers looking for healthy diets that consist of ‘feel-good’, organic, natural food and beverages. “This wealth food sector is contributing to the growth of the industry as a whole. And a lifestyle of consuming health food and sustainability are drivers for this sector.”
At the press conference, Prof Horst said with the rise of health foods comes the need for beauty and sport food claims to be justified, and to meet consumers' expectations. “There is a restrictive legislation on such claims in Germany and legislative support is needed to ensure the entry of such products in the market.”
“Functional products have also shifted into the pharmaceutical sector. While beauty food is now considered a marketing strategy for niche markets, the industry needs to ascertain if the sector has a stable base before making further inroads.”
At the press conference for Anuga 2009 in Tokyo, Japan in April, Peter Grothues, VP Food of Koelnmesse GmbH, told Asia Food Journal and other invited media that this stems from a micro trend of consumers looking for healthy diets that consist of ‘feel-good’, organic, natural food and beverages.
Growth in private labels
Judging from industry statistics, Professor Matthias Horst, director general of BVE (Federation of German Food and Drink Industry) said the five biggest retail companies in Germany have 85% market share, which makes the introduction and promotion of private labels profi table and feasible for these retailers to have their own brands.
European consumers are also fueling the demand for private labels. Grothues said these “hybrid cost” consumers see private labels offering more value for their money. “A private label is not a social status in Europe anymore, but a question of economics. Retailers can own brands and this affects competitive pricing backed up by consumer demand.”
“Private labels also have the tendency in the premium sector, such as in the UK,” added Prof Horst.
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China showcases on international grounds
(L-R): Professor Matthias Horst, director general of BVE (Federation of German Food and Drink Industry), Peter Grothues, Koelnmesse food business unit’s VP and Masayoshi Konno, President of Japan Food Journal.
Compared to that past three editions of Anuga, Grothues said Chinese exhibitors are more marketing savvy in attracting visitors. “They are more exhibition savvy, and they have better product packaging and information. There is a need for them to meet worldwide legislation with better stands, and be proactive by sending invitation to buyers.” “Beijing Huiyuan for example has conducted pre-show activities, sent invitations and made appointments. Koelnmesse can help exhibitors to have a better show with resources such as its databases, invitations, seminars and online courses.”
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Anuga 2009 Fast Facts October 10-14, 2009
Cologne, Germany
www.anuga.com
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