Why sustainability becomes increasingly more important

Global surveys by Innova Market Insights - Anuga's knowledge partner - show that 28% of the global consumers are choosing upcycled products in a conscious effort to consume less. More than one in three selectively opt for upcycling products to avoid food wastage. 20% of the consumers take upcycling claims into consideration when reviewing the nature-related sustainability claims of food items. This increased awareness shows that sustainability is no longer a niche topic, but indeed a key factor in purchasing decisions. Environmentally and health-conscious consumers, in particular, consider the health of the planet to be one of the most important global challenges.

The market reflects the growing interest of the consumers. New F&B products with upcycling claims have increased by 25% over the past five years. Western Europe is leading the way with 40% of the new products, followed closely be North America with 37%. Asia is experiencing particularly dynamic growth, where the upcycling launches rose by 153% between 2020 and 2024. Countries like Denmark and France are experiencing growth rates of over 100%.

Snacks, soft drinks, hot beverages and bakery products dominate among the subcategories. Tea and vegetable products are achieving particularly fast growth. Snack products like nuts and seeds remain very popular and show the potential of upcycling innovations.

Upcycling is far more than just a trend today - it is actively driving the transformation towards a sustainable economy. Companies that embrace circular economy principles and firmly embed sustainability into their business strategies, not only enhance their brand image, they also create long-term economic added value. The future belongs to products that use resources efficiently, minimise waste and at the same time satisfy the demands of the consumers.