22/11/2021

Interesting Statistics from the Anuga 2021 International Trade Fair

Loulis Mills_Interesting Statistics from the Anuga 2021 International Trade Fair

Anuga is globally one of the largest international trade fairs for food and beverages, serving as a very important business and communication platform for our industry.

In 2021, the Mills Loulis team visited the fair and shares with you some of the most interesting findings, as reflected by various surveys conducted during that period.

MENTAL WELL-BEING

Mood: the next opportunity

Mental health is more important than ever.

46% of European consumers reported that their mental health was most negatively affected due to COVID-19.

Source: Innova Lifestyle & Attitudes Survey 2021 (average of UK, Spain, France, and Germany)

Emerging platforms for boosting “mood”

The “mood” platforms on which new launches in the food and beverage sector rely—and which are growing faster than others—include:

  • +32% Replenishment / Recharge

  • +27% Brain Function / Concentration

Enhancing cognitive sharpness

  • +53% Average annual growth in supplements claiming cognitive benefits (Europe, CAGR 2016–2020)

“FUNCTIONAL” INGREDIENTS

Focus on functionality

Consumers are willing to pay more for products with “functional” ingredients.

  • 1 in 4 consumers in Europe believes it is worth paying a higher price for products with functional ingredients that can enhance physical and mental health.

Source: Innova Trends Survey 2020 (average of UK, Spain, France, and Germany)

Focus on plant-based ingredients:

The two fastest-growing plant-based ingredients in food and beverages, promoting “functional” health claims, are:

  • +300% Lion’s Mane Mushroom

  • +162% Green Coffee Extract
    (Europe, CAGR 2018–2020)

Growth in added benefits:

  • +12% average annual growth in food and beverages launched with nutritional and “functional” ingredients

“FUNCTIONAL” BEVERAGES

Beverages with health benefits:

  • More beverages are launched with health claims versus without.

  • 66% of new beverages* communicate a health claim.

Beverages that support digestion:

The fastest-growing beverages with health claims (Europe, CAGR 2016–2020) include:

  • +35% Prebiotics

  • +33% Probiotics

Source: Innova Database (includes soft drinks, yogurt drinks/beers, alternative milk beverages, milk, milk drinks – January to August 2021)

Protein-enriched beverages:

  • +39% average annual growth in launches of beverages with protein
    (Europe, CAGR 2016–2020)

NUTRITIONAL HACKING – Leveraging Technology

Trust in technology:

  • 70% of European consumers believe in the evolution of food and beverages through science.

Source: Innova Nutrition & Health Survey 2020 (average of UK, Spain, France, and Germany)

Natural vs. technological approach:

Consumer dilemma:

“I am willing to compromise on the naturalness of a product if it meets my dietary needs.”

  • 34% agree – 24% disagree

Source: Innova Nutrition & Health Survey 2020

About technology:

  • +47% average annual growth in food, beverages, and dietary supplements launched leveraging technology in product description or health claims.
    (Europe, CAGR 2016–2020)

ATHLETIC NUTRITION

Call to activity – Health from the inside out:

  • +20% average annual growth in athlete nutrition products carrying at least one health claim
    (Europe, CAGR 2016–2020)

Focus on additional enzymes:

The three fastest-growing ingredients in sports nutrition:

  • +155% Lipase

  • +152% Cellulase

  • +147% Protease

The power of plant-based ingredients:

  • +82% average annual growth in athlete nutrition products launched with plant-based positioning
    (Europe, CAGR 2016–2020)

GUT HEALTH – Good for the gut

Microbiome and immune health:

  • 43% of European consumers believe that a healthy gut/microbiome is important for immune system health
    Source: Innova Trends Survey 2020

Chicory prebiotics:

The fastest-growing prebiotics in food, beverages, and supplements:

  • +64% Chicory root fiber

  • +39% Chicory inulin

Gut health – Consumer priority:

  • 16% of Europeans purchased foods & beverages that support gut health
    Source: Innova Nutrition & Health Survey 2020

HEALTHY AGING – Active Healthy Aging

Healthy aging is a top priority:

  • 47% of Europeans consider healthy aging to be very or extremely important
    Source: Innova Trends Survey 2021

The impact of sports:

  • 18% of new foods and beverages contain an anti-aging claim related to sports nutrition
    (Europe 2020, Source: Innova Database)

Healthy aging through nutrition:

  • 1 in 3 European consumers say that following a balanced diet helps them age more healthily
    Source: Innova Nutrition & Health Survey 2021