Food and beverage trade show highlights more inclusive trends

During an exclusive interview with The Nation earlier this week, Mathias Kuepper, Managing Director and VP Asia-Pacific of Koelnmesse, co-organisers of THAIFEX - Anuga Asia 2024, noted that the trends shaping the food and beverage industry have remained consistent with previous years but with an increased emphasis on meeting the needs of consumers. 

He used halal food as an example and explained that while it has been a trend for a few years, it is now integrated with other trends.

"We have a few trends that have followed us over the years, such as halal, ready-to-eat, organic, and alternative  protein. But this year, we're seeing these trends merge and combine. So there are more dimensions to it. It is not only halal, but also organic, for example. And I think that's very interesting. Consumers want products that meet all of their needs rather than just one," he noted. 

As a result, companies worldwide are coming up with very creative solutions including replacing meat with plant-based ingredients while also making sure that these are a sustainable resource and convenient and healthy too. 

"So, multiple dimensions to one product," he said.

Mathias Kuepper

Pointing out that consumer trends are based on consumer demands, he emphasised that Koelnmesse does not bring the trends to the show. Instead, its a platform for companies taking part to find insights to create products and innovations around the latest global trends, wellness and sustainability.

 

Healthy ageing and trust top Mintel’s global trends
According to Mintel's 2024 Global Food and Drink Trends report, which was released on May 29 during the trade show, the F&B industry worldwide is experiencing three key broader trends.

The first is the “Age Reframed” trend, which emphasises the shift in the perception of healthy ageing. Brands are encouraged to meet the diverse needs of consumers over 40 by providing balanced nutrition that promotes active lifestyles. 

The second trend is “trust the process”. It underscores the importance of transparency in processed foods and calls for clear communication to help consumers understand the benefits of minimally processed products. 

The final trend is “Eating Optimised”, which envisions a tech-driven future in which artificial intelligence (AI) and augmented reality (AR) are integrated into meal planning and cooking, providing consumers with new levels of convenience and creativity.

Heng Hong Tan, Mintel’s senior Food and Drink analyst, APAC, pointed to the significant shift in consumer expectations where health, pleasure and convenience intersect.

"Brands that can successfully communicate the benefits of their products, while leveraging technology to enhance the consumer experience, will be well-positioned to capture new market opportunities," he explained. 

The report unintentionally corresponds to the Norwegian Seafood Council (NSC)'s fourth annual “Top Seafood Consumer Trends” report. It demonstrates that consumers worldwide continue to value supply chain transparency and the demand for convenient and nutritious proteins, focusing on the critical role of technology and innovation in streamlining operational efficiencies and ensuring long-term monitoring. 

Asbjørn Warvik RørtveitAccording to NSC Southeast Asia regional director Asbjørn Warvik Rørtveit, the council has implemented technologies like QR codes to educate consumers on product information, sustainability and seafood origin.

Rashmika Khanijou, senior Food and Drink analyst at Mintel Reports Thailand, explained that this reflects economic uncertainty and inflation, which have led Thai consumers to prioritise value for money and health-conscious choices when grocery shopping.

However, while 89% of Thai consumers want to learn more about eating healthy on a budget, the report also shows that 28% of Thais believe eating healthily is too expensive, which underlines the need for more affordable nutrition.

"In response to these consumer needs, grocery retailers and food/drink brands can develop strategies centred on affordable nutrition. This includes competitive pricing, discounts, value packs, and meal planning," she pointed out.

"Brands can also explore rewarding healthier food choices through loyalty programmes and appealing deals, as nearly half of Thai shoppers are influenced by promotions," Khanijou added.

The report further highlights the potential for using technology, such as augmented reality (AR), to improve in-store shopping efficiency and the online purchasing experience for fresh foods.

She also mentioned that online grocery shopping is becoming more popular, with 29% of urban consumers reporting an increase in their frequency of shopping online. 

This provides an opportunity for innovation in private-label product offerings as well as improving the quality of fresh foods sold online, she said.
 

 

Blending sustainability with edible innovations
Among over 800 companies displaying their products, CPF, Thailand's largest food production and processing company, highlighted its "Sustainovation" concept, demonstrating its ability to create high-quality products using advanced technology and innovative operations, allowing almost all of its products and processes to be environmentally friendly.

Ekpiya Ua-wutthikrerk

Citing brand U FARM as an example of Asia's first brand with “Carbon-Neutral Product” labelling, Ekpiya Ua-wutthikrerk, president of CPF Food Network, said that the move is part of the company's commitment to continue transforming its operations, from raw ingredient sourcing to waste management. That means using less energy, producing less waste, and being more responsible to the community and the environment. 

Meanwhile, KCG, Thailand's largest dairy product manufacturer, introduced two new innovations aligned with ESG principles, promising to provide consumers with new flavours and experiences: edible cookie cups and basil-flavoured sliced cheese. 

Damrongchai Vipawatnakul, KCG's chief executive and managing director, stated while tasting the product in front of a group of media that the edible cookie cup is an innovative, edible coffee cup that can hold drinks for at least two hours before being consumed. 

Damrongchai Vipawatnakul

"It's made with a special Imperial cookie recipe, which improves the drinking experience while reducing food waste. "The product is expected to launch immediately following the trade show, targeting cafes and coffee shops across the country," he said. 

Another innovation is DAIRYGOLD, which combines Eastern and Western flavours to fit the modern lifestyle. Damrongchai pointed out that the aroma of basil leaves and a spicy flavour, combined with real creamy cheese, provides a perfectly balanced taste. 

"Currently, we follow a strategic management policy based on sustainable development. We are committed to continuous product development and innovation across all product groups to adapt to changing conditions and strengthen our organisation," he said. 

To comply with the world's sustainability trend, Teerin Tanyawattnakul, managing director of KJ World Foods, one of Thailand's leading rice exporters, pointed out that the company worked with local rice farmers to improve rice cultivation.

Furthermore, the company is investing in R&D to add value to Thai rice and other agricultural products such as healthy snacks made from banana, potato and taro. It has also successfully developed a steamed sticky rice dessert with coconut cream that can be exported globally. 

Rit Thirakomen, chairman and CEO of MK Restaurant Group Public Company, identified innovative health products as one of the company's key highlights for long-term growth in his first THAIFEX - Anuga Asia presentation. 

Rit Thirakomen

He explained that to cater to the growing health-conscious consumer base, Mark One Innovation Centre, the manufacturer and distributor of MK Wellness products, provides medical and health products that benefit both Thai consumers and farmers. 

The Innovation Centre works with Khon Kaen University, the University of Tennessee in the US and the Institute of Health and Sports Sciences at the University of Tsukuba in Japan. This ensures that all products meet international standards, preparing them for global distribution while also promoting well-being through nutritious meals.

More than 30 health products are available, including UHT milk, Memberry milk tablets, MK Memplus and Fibre Plus dietary supplements, gummy vitamins, and MK crispy ready-to-eat vegetables. These products can be found in convenience stores, supermarkets, and major department stores, with international export plans in the works. 
 

 

Global F&B business solutions platform

With 3,133 exhibitors from more than 52 countries/regions worldwide, including newcomers such as Bolivia, Czech Republic, Egypt, Ivory Coast, Macedonia, Mexico, Yemen, Kazakshtan and Oman, Koelnmesse's Managing Director and VP Asia-Pacific Mathias Kuepper said it was difficult to pinpoint the "Can't miss" highlights.

"I just walked around the hall, and there are so many that it's not fair to pick just one. I believe it takes everyone's creativity to use everyday products and raw materials to create something so unique. Take something as simple as rice, which is a staple food for everyone. You can create snacks out of it and drinks out of it too," he said.

"I think that is what makes this entire industry so interesting. It is a very innovative and dynamic industry in which they create food products from relatively simple materials to meet a wide range of needs,” he added.

He then discussed Koelnmesse's expectations for this year's event as the organiser. 

Mathias Kuepper

In terms of numbers, the company is already very satisfied with over 3,000 exhibitors and a high level of international participation from many more countries. It expects over 80,000 visitors to attend the remaining days of the show.

Meanwhile, he expected the trade show to serve as a platform for everyone to showcase their products. At the same time, experts and entrepreneurs could exchange knowledge on industry trends and provide solutions for other businesses.

"My personal expectation is that when the companies leave here and have done good business, they will return. That's what we need to ensure.. We're here for our exhibitors, so we need to facilitate business and ensure that they leave with signed contracts," he said.

 

THAIFEX - Anuga Asia 2024, which runs until Saturday (June 1), is expected to generate around 100 billion baht in revenue, with Thai businesses accounting for approximately 60 billion baht of that total and contributing to a 2% increase in the country's GDP.