Tradeshow Insight: Anuga 2025

Anuga 2025 in Cologne, Germany, confirmed its position as the world’s largest food and beverage trade fair. From 4th to 8th October, the event drew more than 145,000 trade visitors from over 190 countries and hosted more than 8,000 exhibitors from 110 nations. The international character was clear, with the majority of exhibitors and visitors coming from abroad. South Korea was this year’s partner country, presenting a mix of traditional fermented foods and modern food technology that gave a distinctive flavour to the programme. The fair also expanded its digital reach, engaging more than 3 million people worldwide, a notable increase compared to previous editions.

The format of ten trade shows under one roof remained central, covering Alternatives, Bread & Bakery, Chilled & Fresh Food, Dairy, Drinks, Fine Food, Frozen Food, Hot Beverages, Meat and Organic.

Each segment was well represented, with Fine Food alone accounting for more than 4,000 exhibitors. Pavilion 2, which featured companies from the UAE, Saudi Arabia and China, was particularly busy, reflecting the growing role of these regions in the global food trade. Exhibitors generally reported strong visitor traffic and interest in their products, and the overall impression was of a fair that becomes ever busier and more international with each passing edition.

Innovation was once again a focal point. The Taste Innovation Show highlighted 62 new products chosen from more than 1,900 entries, with butter and chocolate milk standing out as an example of upcycling, a notable trend that chimes with the current appetite to do more with less. Neggst’s plant‑based poached egg was another highlight, offering a convincing alternative to the real thing while being entirely cholesterol‑free. A collagen yoghurt with blueberries tapped into the demand for functional foods, while other innovations included hybrid fish combining cod with rice flakes, coconut‑water noodles from Thailand and algae‑based emulsifiers from the Netherlands.

Beyond these headline products, the show floor offered plenty more variety and creative ideas. In the fermented foods space, kefir inspired ice cream with freeze‑dried wild berries and seeds, bringing probiotic cues into desserts, as well as buckwheat‑based drinks offering a cereal‑based take on gut health. Seasonal launches included black mayonnaise for Halloween, a striking condiment made with black garlic, while more playful ideas ranged from bubblegum butterfly pea tea to Vergeer’s CheeseDog, a hotdog made entirely of cheese. Even potato chips were reimagined, with pink gin flavour crisps adding a novel twist to snacking.

Exhibitors also shared insights into broader consumer trends. Middle Eastern flavours, particularly Dubai‑style cream with kunafa pistachio, were widely seen across spreads, protein bars, chocolates and biscuits, suggesting growing interest in regional taste profiles. The principle of “nothing to waste” was evident in many products, with upcycling and resource efficiency now firmly established. High‑protein and free‑from foods continued to dominate, increasingly paired with clean labelling and traceability. The organic sector also attracted attention, with more than 300 exhibitors from 20 countries presenting products aligned with sustainability goals.

The next edition of Anuga, in 2027, will take place from 9th to 13th October.