From sugar reduction to functional foods: Sustainable wellness trends to take spotlight at Anuga 2023

27 Sep 2023 --- The food and beverage (F&B) industry is gearing up for the Anuga trade show in Cologne, Germany (Oct 7-11), where the latest trends and innovations will be on display. With changing consumer preferences, sustainability concerns and ongoing technological advancements, the stage is set for a showcase of groundbreaking products and ideas.

Food Ingredients First speaks with organizers and exhibitors and looks at some of the products, innovations and trends to look for at the upcoming show.

“Many manufacturers are focusing on more sustainable production and supplementing their product portfolio with plant-based products or alternative protein products,” says Anuga’s director, Jan Philip Hartmann. “The topic of health is also in focus, especially among beverage manufacturers, who are offering new variants with additional health benefits.” 

Shachar Shaine, CEO of fruit solution producer Gat Foods, says: “Health and wellness is an already established trend, taking many shapes and forms in different product offerings. Sober-curious, alcohol reduction and no- or low-calories are key factors in our product development.”

Additionally, Julia Wurzer, the marketing manager at Austria Juice, agrees, noting the company is seeing a consumer trend toward health-conscious and better-for-you options.

“There is a demand for functional drinks with added vitamins and minerals to provide health claims and a trend for reduced sugar in beverages,” she reveals.Jan Phillip Hartmann, director of Anuga.

Tasting wellness
Hartmann states that functionality in F&B products is important but notes that consumers also want their products to taste good. He adds that visitors will be able to experience these better-for-you products firsthand at the show.

“A good overview will be provided by the exhibitors’ new products,” says Hartmann. “In addition, the Anuga Taste Innovation Show is the central place for trends and innovations where around 70 innovations await visitors.”

Some of the latest solutions offer active ingredients that also contribute to the sensory qualities for the product. 

For example, Gat Foods explains that the company worked with terpene producer Eybna Technologies to create a functional beverage for “sober-curious” consumers.

“Terpenes, known as organic compounds responsible for the tastes and smells that make up our natural world, have been used for centuries in botanical medicine and aromatherapy,” Shaine explains. “However, terpenes also exhibit nootropic and adaptogenic properties.”

Gat Foods  will showcase its latest functional beverage concept, dubbed Buuz, in both Ginger Ale and Mojito flavors.

Focus on functionality
Gat Foods highlights that its Buuz terpene blend, provided at a dosage of 5 mg per serving, has been shown to provide a sensation “like drinking alcohol” in a consumer study group, when compared to a placebo. The botanical food-grade terpenes can come from natural sources such as citrus fruits and pine trees.Upcycling waste streams and ensuring selective sourcing of ingredients are some of the ways companies are increasing sustainability. (Image Credit: Gat Foods)

“The Buuz terpene blend is the first and only functional-terpene-based formulation for beverages, featuring a botanical, all-natural, zero-calorie and non-GMO functional ingredient,” says Shaine. 

“Eybna’s groundbreaking research has illuminated their direct physiological interactions across various biological systems, highlighting their capacity to promote specific biological effects related to relaxation, joy and mood uplifting.”

Shaine further reveals that the beverage’s formulation can tap into consumer demand for clean labels and sustainably sourced ingredients as well.

Strengthening sustainability
Hartmann states that many drivers can currently be observed in the F&B industry, including a growing consumer focus on plant-based diets and alternative protein sources to reduce the environmental footprint. 

In addition, regional and local foods are gaining importance as sustainability and short supply chains become more important to consumers.

“Transparency in food production is another important aspect, as consumers increasingly demand information about origin, production conditions and sustainability aspects,” He stresses. “Digitalization is also playing a role in changing the food industry by making processes more efficient and enabling innovative solutions.”

Shachar Shaine, the CEO of Gat Foods.Hartmann further reveals that Anuga partnered with the UN Industrial Development Organization and the European Institute of Innovation and Technology to address ongoing transformative shifts, which he says are leaving lasting impacts on the global market. 

He adds that the purpose of the partnerships is to provide a platform for in-depth discussions and innovative solutions. 

“Our aim is to provide a holistic and international overview of approaches for a sustainable food system,” he underscores. “By addressing ‘Sustainable Growth,’ Anuga is also placing the focus on the commitment and the solutions of the industry with regards to environmental and climate-related aspects.”

Upcycling and selective sourcing
Hartmann emphasizes that consumers and customers alike are concerned with a range of issues and are scrutinizing the multifaceted dimensions of sustainable growth, exploring globally viable solutions and approaches.

Gat Foods states that it has found many solutions that it thinks will appeal to providers, producers and consumers alike.

“In addition to tailor-made beverage developments, we focus on upcycling waste streams, such as spent grains from beer brewing and citrus and grape peels, with which we develop added-value ingredients and solutions,” Shaine highlights. 

“We believe the F&B industries’ commitment to finding healthier and more sustainable solutions would benefit both the consumers and industries worldwide,”

By William Bradford Nichols with additional reporting by Jolanda van Hal

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