THAIFEX Anuga Asia 2024 Showcases Halal Food Trends

During an exclusive interview earlier this week, Mathias Kuepper, Managing Director and VP Asia-Pacific of Koelnmesse, co-organizers of the Food Trade Show THAIFEX – Anuga Asia 2024, shed light on the evolving trends in the food and beverage industry. While some trends have remained consistent over the years, the emphasis on meeting diverse consumer needs has intensified.

Kuepper highlighted the integration of halal food with other emerging trends such as ready-to-eat, organic, and alternative proteins. “We see these trends merging and creating multifaceted products. It’s not just about halal anymore; it’s also about being organic, for instance. Consumers are seeking products that cater to multiple needs simultaneously,” he explained. This convergence has led companies to develop innovative solutions like plant-based meat alternatives that are sustainable, convenient, and healthy.

Embracing Global Consumer Trends

Koelnmesse’s platform allows participating companies to explore insights and innovations that align with the latest global trends in wellness and sustainability. According to Mintel’s 2024 Global Food and Drink Trends report, released during the trade show, three major trends are shaping the industry:

1. Age Reframed: This trend shifts the focus to healthy aging, encouraging brands to cater to the nutritional needs of consumers over 40, and promoting active and balanced lifestyles.
2. Trust the Process: Emphasizing transparency, this trend calls for clear communication about the benefits of minimally processed foods, building consumer trust.
3. Eating Optimized: Envisioning a tech-driven future, this trend integrates artificial intelligence (AI) and augmented reality (AR) into meal planning and cooking, enhancing convenience and creativity.

Heng Hong Tan, Mintel’s senior Food and Drink analyst, APAC, noted the significant shift in consumer expectations, where health, pleasure, and convenience intersect. “Brands that can effectively communicate their products’ benefits while leveraging technology will capture new market opportunities,” he said.

Transparency and Technology in the Seafood Industry

The Norwegian Seafood Council (NSC)’s annual “Top Seafood Consumer Trends” report aligns with Mintel’s findings, emphasizing supply chain transparency and the importance of technology in ensuring sustainable practices. Asbjørn Warvik Rørtveit, NSC Southeast Asia regional director, highlighted the use of QR codes to educate consumers on product information and sustainability.

In Thailand, economic uncertainty and inflation have driven consumers to prioritize value for money and health-conscious choices. Mintel Reports Thailand’s senior analyst, Rashmika Khanijou, pointed out that 89% of Thai consumers want to learn about healthy eating on a budget, yet 28% find it too expensive. This calls for grocery retailers and food brands to develop strategies centered on affordable nutrition, including competitive pricing, discounts, and meal planning.

Innovations in Sustainable Food Production

Among over 800 exhibitors at the food trade show, CPF, Thailand’s largest food production company, showcased its “Sustainovation” concept. This initiative focuses on creating high-quality, environmentally friendly products using advanced technology. Ekpiya Ua-wutthikrerk, president of CPF Food Network, cited U FARM as Asia’s first brand with “Carbon-Neutral Product” labeling, demonstrating a commitment to sustainable operations from sourcing to waste management.

KCG, Thailand’s largest dairy product manufacturer, introduced innovations like edible cookie cups and basil-flavored sliced cheese. Damrongchai Vipawatnakul, KCG’s chief executive, highlighted the edible cookie cup’s potential to reduce food waste while providing a unique drinking experience.

Blending Tradition with Modernity

Teerin Tanyawattnakul, managing director of KJ World Foods, discussed the company’s collaboration with local rice farmers to improve cultivation practices and add value to Thai rice. Innovations include healthy snacks made from banana, potato, and taro, and a steamed sticky rice dessert with coconut cream ready for global export.

MK Restaurant Group Public Company highlighted its focus on innovative health products through the Mark One Innovation Centre. Collaborating with universities in Thailand, the US, and Japan, the center ensures products meet international standards, promoting well-being through nutritious meals.

A Global Platform for Innovation

With over 3,000 exhibitors from 52 countries, including new participants from Bolivia, the Czech Republic, Egypt, and more, THAIFEX – Anuga Asia 2024 serves as a global platform for showcasing creativity and innovation in the food trade show industry. Mathias Kuepper expressed satisfaction with the high level of international participation and expects over 80,000 visitors. He emphasized the show’s role in facilitating business and fostering knowledge exchange among experts and entrepreneurs.

“I expect that when companies leave here having done good business, they will return. We’re here to facilitate business and ensure our exhibitors leave with signed contracts,” Kuepper concluded.

This comprehensive approach to the food trade show highlights the industry’s dynamic nature and the ongoing commitment to meeting diverse consumer needs through innovation and sustainability.