Europe’s key players in “free-from” space assemble to showcase plant-based and functional offerings

10 Nov 2021 --- Over the past year, products at the intersection of animal-free, healthy and sustainable food trends have gained significant traction. Against this backdrop, the European platform for innovation in the “free-from” industries – Free From Functional & Health Ingredients (FFF&HI) – is returning to Amsterdam, the Netherlands (November 23 to 24). 

At this year’s FFF&HI, a host of food and drink suppliers specializing in free-from products will gather in six zones, spanning the topics of free-from, ingredients, functional, vegan, organic and natural, and packaging.

Exhibitors this year include Döhler Group, AG Gilro, BioBandits, Cofresh Snack Foods, Feel Good Company and Pécsi Brewery, with Zero Carb, La Patrona Seaweeds and The Mayo Sisters joining the event for the very first time.

“Free-from” on the rise
Consumers, impacted by food shortages and an overwhelming focus on health and well-being, have reassessed their dietary choices and trends during the COVID-19 pandemic. 

Attributed to the closing of the foodservice industry and widespread stock shortages, consumers were forced to change their buying habits, often opting for alternatives to their usual meals – and this shift in consumption has led to lasting change.

Plant-based alternatives have quickly gained popularity across Europe with 40% of consumers said to have cut back or stopped eating red meat, FFF&HI highlights.FFF&HI highlights that sales growth in the free-from foods market accelerated in 2020, following a slowdown in 2019. Value sales increased by 16.9% year-on-year to break US$1.3 billion.

Sales in the specific free-from market grew to US$882.1 million in 2020, with dairy-free and lactose-free sales reaching US$615.6 million. 

“We’re delighted to return to Amsterdam to shine a light once again on the innovation emerging from leading and start-up brands, helping attendees to keep abreast of all of the latest alternative ingredients and new launches coming to market,” remarks Ronald Holman, event director at FFF&HI.

“With five dedicated stages delivering world-class insight and a host of new features, this year’s event will reunite the industry to deliver all new business and learning opportunities.”

The exhibition runs in conjunction with Free From Plastics Packaging, which focuses on the latest developments within the sustainable packaging arena. This event encompasses biodegradable and recyclable packaging solutions and alternative eco-friendly packaging, as well as carton and paper alternatives.

Industry experts come together to discuss emerging trends
Alongside a packed show floor, the event will host panels of keynote speakers ranging from retail and foodservice consultancies, brand owners, universities and food marketing initiatives. 

A broad range of topics and retail product insights on vegan, organic, functional and shopper marketing trends will feature on the program. A particular focus will be placed on the plant-based movement, which is in line with “Plant-Based: The Canvas for Innovation,” identified as one of Innova Market Insights’ Top Ten Trends 2022.

Primary speaker topics at this event include “The Rise of Vegan and Vegetarian Food,” “Plant-based Eating and Alternative Proteins,” and “Plant-Based Meat: Processing Alternatives and Ingredients Assessment.”

Dietary changes spell growth in plant-based
In what was already an emerging trend before the pandemic, a reduction in meat consumption continues to accelerate. Plant-based alternatives have quickly gained popularity across Europe with 40% of consumers said to have cut back or stopped eating red meat.

Further research by The Vegan Society demonstrates a sharp rise in those sampling animal-based alternatives – often choosing to continue with these purchasing habits.

In its report, Changing Diets During the COVID-19 Pandemic, The Vegan Society revealed that 20% of consumers had reduced their meat consumption, while 12% had reduced their eggs and dairy intake. Of those cutting back on animal products, 35% were motivated by health concerns, while 30% cited environmental concerns as their primary motivation.

This shift to a plant-based diet is not thought to change anytime soon. The same research revealed that over half of respondents (54%) had purchased a meat-free alternative for the first time, and the majority (78%) would continue to buy them again in the future.

This is also the case for plant-based milks: 43% purchased oat milk for the first time, while 30% opted for coconut milk. Similarly, vegan staples such as pulses, including lentils and chickpeas were also on the rise.

By Benjamin Ferrer