Get the most out of this year’s trade shows! As one of the largest food industry events, the Institute of Food Technologists (IFT) FIRST: Annual Event and Expo is the perfect place to discover emerging trends and innovative ideas in the world of food and beverage. Based on information from industry experts and recent trade shows, ColinKurtis will explore three big trends that we expect to see at the trade show this year.
Based on your expertise, vote on what you believe will be this year’s top trend!
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Trend 1: The Microbiome Revolution
The microbiome, which refers to the trillions of microorganisms that live in our gut, has been a hot topic in the health and wellness industry for some time now. At IFT, our team expects to see even more emphasis on how our microbiome influences overall health and well-being.
Brands will be showcasing products and supplements that support a healthy gut microbiome and educate consumers on the benefits of maintaining a balanced microbiome. This includes improved brain health, heart health and even better mood and mental health. With this trend, we hope to see more actionable information that consumers can use to make informed decisions about their health.
Trend 2: Radical Transparency
Consumers today are more interested than ever in knowing where their food comes from and how it was produced. Companies are responding by increasing transparency in their operations, from sourcing to manufacturing to packaging. We expect to see an emphasis on transparency at IFT FIRST, including the use of:
- Certifications
- Audits
- Dietary guidelines
In addition, companies may disclose company goals and progress, ingredient lists and new initiatives to provide a clear and authentic picture of their products. As consumers become increasingly savvy and demand more transparency, companies that prioritize openness and vulnerability will likely stand out.
Trend 3: Beyond Sustainability
Environmental concerns and social responsibility have become key issues for consumers, and companies are responding by developing sustainable products that prioritize planet-friendly practices. We expect to see more products at IFT FIRST that focus on eco-friendly solutions, such as reduced packaging waste and carbon footprint.
However, it’s important to note that cost also influences consumers’ likelihood to select an eco-friendly product. According to the IFIC 2022 Food & Health Survey Report:
- 15% would select the most expensive ($7) and most eco-friendly option
- 46% would select the mid-priced ($5), somewhat eco-friendly product
- 39% would select the lowest priced ($3), least eco-friendly product
Companies that prioritize sustainability as a core value will likely emphasize their mission-driven approach in their packaging and marketing. We also expect to see more storytelling on packaging that highlights the mission and values behind the products. Companies who can provide cost-effective and eco-friendly solutions will help make the decision between sustainability values and budget an easier one for consumers.
The Floor Is Yours
Which trends are you most excited about? Vote for your favorite trend below and share your thoughts in the comments. Don’t forget to enter your email to confirm your vote and be sure to check back later for running results on the trends.
If you’re loving these latest trends and are looking for ways to integrate them into your marketing plan, contact Mitch Robinson at Mitch@colinkurtis.com or call 815-965-6657 EXT. 1 to learn more about how we use today’s top trends to our marketing advantage.
Check out the other top trade shows ColinKurtis will be attending here.
Blog post from:
Valette Piper-Bledsoe
Vice President, Client Services
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