Director Anuga
The food & beverage landscape continues to evolve, and Anuga, one of the most important global events for the sector, confirms its role as the place to anticipate the trends that will shape the market. At the helm of the trade fair, Jan Philipp Hartmann, who shared with us his vision of the key themes that will guide the industry of tomorrow, ahead of Anuga 2025 in Cologne.
What are the main trends we will see at Anuga 2025?
We are witnessing a clear shift towards personalized nutrition. Consumers want to know what they are eating, they want to benefit from it, and to do so they need to make conscious dietary choices. Nutrition thus becomes a tool to improve quality of life.
And in terms of innovation?
Innovation has always been an integral part of Anuga, the largest food & beverage event in the world. Exhibitors present their new products in special areas such as the Boulevard of Innovations, which brings together startups, or in the showcase dedicated to products introduced after 2023. Yet, real innovation can be found in the halls, among the more than 8,000 exhibitors that make the fair unique.
Sustainability is no longer just a trend but a crucial theme in the industry. How does Anuga address it?
As you rightly said, Sonia, it is no longer just a trend, but a reality. Being sustainable is essential to ensure food availability both today and in the future.
This is what customers expect all over the world. That’s why it is fundamental for exhibitors and visitors to share experiences and solutions on how to produce more sustainably. During the show, our stages will host a rich program dedicated to this topic, where companies’ concrete practices will be discussed.”
What numbers are you expecting for the upcoming edition?
The last edition of Anuga, in 2023, hosted almost 8,000 exhibitors from 120 countries and 140,000 visitors from more than 200 nations. For 2025, we expect an even broader presence, with a degree of internationality that continues to be one of the fair’s strongest assets.
Anuga 2025 therefore promises to break new records, strengthening its role as a global platform for dialogue on nutrition, innovation and sustainability.
It will not only be a commercial showcase, but also a venue where the entire food & beverage supply chain can address the key challenges of the future: from the evolution of consumer habits towards healthier choices, to the need for innovations that combine quality and competitiveness, up to the shared responsibility of ensuring truly sustainable processes and products.
The Cologne trade fair thus reaffirms itself not only as a privileged observatory of new trends, but also as an essential meeting point for all those who want to shape the future of global nutrition.
