Anuga Trend Zone

presented by Innova Market Insights

Anuga Trend Zone

The Anuga Trend Zone 2015’s display featured in-depth analysis on the issues driving the food and beverage landscape, including the clean label and free from trends. The special show, located on the passage between hall 3 and 11, included a series of essential presentations on the consumer trends taking product development forward, with insights on packaging, technology and flavor drivers. The presentations was illustrated with more than 200 innovative products from around the globe.

The Innova Market Insights team of expert staff was on hand to guide visitors through the display and offer their insights.

Innova Market Insights featured daily live presentations in the room “Blauer Salon"

Review

“From Clean to Clear Label” was identified as the top trend for 2015, reflecting a move to clearer and simpler claims and packaging for maximum transparency. Meeting the needs of the Millennial consumer has also become a key focus, as has targeting the demands of the gourmet consumer at home, with “Convenience for Foodies.” Another exciting trend is “A Fresh Look at Frozen.” In order to compete with the healthy appeal of fresh aisles and the convenience of canned foods, established frozen foods are focusing on freshness in their marketing, stressing the superior nutritional content in frozen food. At the same time, the frozen segment is witnessing new product launch activity in new categories.

Special focus in this presentation will be on the subject Frozen Food.

Clean label has truly entered the mainstream, as manufacturers and foodservice operators look to address consumer calls for shorter and more recognizable ingredient lists. Over 20 % of US products tracked in 2014 featured a “no additives/preservatives,” “natural” or “organic” positioning, up from 16.7 % in 2013. Globally, and especially in Europe, the trend is far more established. Innova Market Insights reported +206 % CAGR growth in the number of global products with a “natural” positioning from 2008-2014. There is no sign of this trend slowing down, as.

The “free-from” category is rapidly transforming from a “niche” part of the store to the mainstream. Gluten free was the first “free from” platform to reach far into the mainstream. The share of gluten free claim products jumped from 5.2 % to 9.4 % of global food & beverage launches from 2010 to 2014. Vegetarian, vegan, dairy and egg free trends are just some of the new platforms to watch, while kosher and halal demands are also leading to innovation. The rise in vegan claims is particularly dramatic, with 30.6 % CAGR from 2010 to 2014; as consumers opt for foods that are free from animal-based ingredients. Front of pack free from gelatine, egg and dairy claims help to strengthen a vegan claim.

“From Clean to Clear Label” was identified as the top trend for 2015, reflecting a move to clearer and simpler claims and packaging for maximum transparency. Meeting the needs of the Millennial consumer has also become a key focus, as has targeting the demands of the gourmet consumer at home, with “Convenience for Foodies.” Another exciting trend is “A Fresh Look at Frozen.” In order to compete with the healthy appeal of fresh aisles and the convenience of canned foods, established frozen foods are focusing on freshness in their marketing, stressing the superior nutritional content in frozen food. At the same time, the frozen segment is witnessing new product launch activity in new categories.

Special focus in this presentation will be on the subject Convenience

Impressions Innova Market Insights 2015