~ Food Ingredients Europe 2024 take aways ~
Marketing Monday ---- FI Europe 2024 take-aways
Here's my take on visiting Food Ingredients in Frankfurt last week:
MEET IN PERSON is still highly valued given the attendance of exhibitors & visitors, despite the digital communication tools available nowadays
Positive response for the day program MARKETING-LIKE-OFFSHORE-SAILING that I've introduced at various Dutch based food companies, look forward to 2025 where these days can be booked
Positive response for the FOODSAYERS Expert Tables that I've introduced together with Diederik Bruins where the opportunity to enrich one's strategy and innovation agenda is seen
I've looked specifically at POSTBIOTICS and ALGAE/OMEGA-3, next to several companies offering this it was also mentioned in various presentations like SPINS that postbiotics are among the popular health ingredients in the US, how postbiotics go along pre- and probiotics is yet to be seen
HYBRID was also part of numerous presentations and exhibitor chats where the definition of hybrid varies and next to meat also milk is being explored where Healthy Marketing Team gave interesting case studies in their presentation
GLP-1 a drug or a food ingredient? Given the effectiveness, list of side-effects and the synthetic version that's out there it looks like a drug, however it is viewed in the world of food ingredients as a nutraceutical. Whether or not GLP-1 is going to be the magic bullet seems to be unclear, at a panel discussion the experts said they don't know, it could go either way and in any case worthwhile monitoring.
Other buss words are FUNCTIONAL FOOD & PERSONALIZED NUTRITION which have been around for decades but still niche, will it finally take off and find a significant critical mass due to effect Covid, available technology and progress in offering?
Some oneliners I liked;
- From lifespan to healthspan, mentioned in market trends presentation SPINS where it is about quality over quantity
- Freedom of taste, tagline by Dutch Spices that aims to make it possible for everyone to enjoy food that's full of flavour
- Holistic Health Trend, used by Caldic in collaboration with Innova Market Insights
IN CONCLUSION, one would believe most if not all in the industry is able to supply tastier, healthier and more sustainable foods for all, THE QUESTION seem to be consumer behavior and acceptance? Puts that the ball at concept developers & marketers? SPARK by Mintel seems to be a welcome tool as well as the various independent concept developers and marketers that support food companies.
BTW, visiting the FI in Frankfurt with campervan in November has proven to be feasible (for me) at one of the parks in Frankfurt with only 15 minute walk from the Messe:-)
--- This post aims to start your week with a marketing & nutrition inspired thought
---- Mutrition aims to make your food business healthier
----- Let me help to tackle your market challenges
