Informa Markets has released data that has reaffirmed Fi Europe as Europe’s unmissable ingredients event. The annual ingredients industry gathering, which took place at Frankfurt Messe from 19-21 November, attracted 23,221 attendees from 130 countries. Not only did the event see higher footfall than in recent years, it also welcomed an increased number of attendees from the key R&D, product management and procurement functions. Collectively, this data is evidence that Informa’s efforts to keep the format fresh and exciting were well received. In 2025, Fi Europe will return to Paris Expo Porte de Versailles from 2-4 December.

The food industry relies on Fi Europe as a forum for sourcing new ingredients, keeping abreast of industry trends and developments and making connections. The 2024 edition did not disappoint with its bustling show floor, informative content programme and abundance of networking opportunities. The event app was further developed this year to enhance the in-person experience, allowing attendees to scan one another’s badges and manage all contacts and leads in one place, so that they can easily contact them after the show.

Fi Europe’s carefully curated in-person content programme is always a major draw and this year was no exception. The Future of Nutrition Summit kicked off the proceedings the day before Fi Europe opened its doors, with a full agenda designed to inspire and inform whilst facilitating networking and discussion. Speakers from NASA, Nuritas, NotCo, PepsiCo and Unilever shared powerful and thought-provoking insights into the issues, trends and technologies expected to shape the F&B industry in the coming years.

From Tuesday, the vibrant show floor became the focal point of the event, bringing over 1500 suppliers of ingredients and related technologies and services together with potential buyers. Thousands of ingredients were showcased at the event, reaffirming Fi Europe as the premier platform for sourcing food and beverage ingredients. For the first time, visitors were given the option of buying an early access pass. Uptake was high, and when the exhibition opened at 9am on Tuesday morning, early pass holders had exclusive access to explore the show floor.

Occupying four halls, the venue was zoned, allowing visitors to focus their efforts. Over 80 companies populated the Food Technologies & Solutions zone, which had been expanded for 2024. They were kept busy by a constant stream of visitors keen to learn about solutions for making their operations and supply chain activities safe, sustainable, efficient and resilient. The Petfood Suppliers Hub was introduced as a new zone for 2024, giving the pet food industry a dedicated forum for exchanging ideas, inspiring innovation and forging new relationships. It proved a popular addition, enabling companies to harness the synergies between the food and pet food ingredient markets.

A further first, free access to the Fi Europe Conference was included with all visitor passes. Experts addressed packed auditoriums throughout the two-day conference, which focused on four topical themes: health and wellbeing; plant-based and alternative proteins; reformulation; and tech-led ingredient innovations and solutions. Speakers from a broad cross-section of commercial, academic and research organisations, including EIT, Euromonitor, Innova, Mintel, RaboResearch and Wageningen University, made for a varied and insightful programme.

One of the highlights of day two was the Women’s Networking Breakfast, which featured engaging talks and panel discussions with some of the industry’s most respected female leaders. It was the best attended ever, and the networking was outstanding.

The entire event was designed around inspiring, enabling and celebrating innovation, through features like the Tasting Bar, where attendees had the opportunity to taste ingredients in use through samples such as goats’ milk protein bars, marine collagen water and next-gen energy drinks. The Innovation Hub hosted presentations and discussions as well as the Startup Challenge, and the prestigious Fi Europe Innovation Awards recognised outstanding contributions to the F&B ingredients industry.

Yannick Verry, Brand Director, Food ingredients Europe, at Informa Markets, says: “We recognise that it is crucial for Fi Europe not to remain static, but to evolve and change with the times, to ensure it continues to be relevant and to represent value for money for participants. For 2024 we made some changes and trialled several new features, whilst staying true to our promise of providing a platform for companies to trade, innovate and grow. We are delighted to report that the show embodied all the ingredients of a successful event, and we are already looking at how we can make the 2025 edition in Paris even better.”

Explore key generational differences within the global food and beverage industry

The food and beverage industry is constantly evolving, driven by a complex interplay of factors like technology, sustainability, and individual preferences. But one of the most significant influences on consumer behaviour is generational splits. From financial concerns to health priorities, and the growing importance of sustainability, here Innova Market Insights unveil the key drivers behind each generation’s place in the market. It will also explore how these differences translate into specific product preferences, and overall consumption patterns.

Generational profiles

Generation Z trends research indicates that the generation is characterized by their low household disposable income, lack of work experience, and single status. They are in the exploration stage of their careers, highly invested in physical exercise, and prioritise skin health and energy stamina. While they are socially active and enjoy mingling in various locations, digital platforms are essential for their connection and entertainment.

Millennials have more disposable income due to increased expertise and authority at work and are often living with two people’s paychecks. They prioritise exercise and healthy food choices, focusing on heart health and stamina. Similar to Gen Z, they are concerned about stress and anxiety, and prefer socialising at home. However, they are more experienced with technology than Gen Z.

Generation X are characterised by their high income, with many reaching career plateaus. They are physically active and emphasise bone and joint health for healthy aging. Their satisfaction levels are similar to Millennials, with anxiety being a shared concern. They prefer socialising at home and are experienced with technology.

Boomers have a medium income and are often retired with steady income sources like pensions. They prioritise food and are the most concerned about aging. Memory and agility are key concerns, and they prefer socializing at home. While they are digitally acquainted, they are less reliant on technology than younger generations.

Megatrends and generation trends

Key shifts in consumer behaviour across generations are partly driven by global megatrends, including factors like inflation, health concerns, and sustainability.

While inflation and financial constraints are top of mind for all generations, younger consumers (Gen Z and Millennials) exhibit a more optimistic outlook. Generation Z trends research shows 27 % of Gen Z say that they invest into foods, beverages, and experiences that uplift their mood, while older generations (Gen X and Boomers) are more likely to cut back on expenses and prioritise saving.

Across all generations, there’s a strong emphasis on healthy living, with nutritious diets and physical exercise being key priorities. Eating healthily is the number one eating-related value for all generations, chosen by 43 % of consumers, even over affordability. Gen Z is particularly focused on mental health, with stress and anxiety being major concerns. Millennials prioritise energy and stamina, while Gen X focuses on heart health. Boomers, on the other hand, are most concerned with memory and agility, reflecting their age-related concerns.

Sustainability is a growing concern for all generations, with different generations demonstrating more attentiveness to specific types of environmental consciousness. Younger generations are more likely to choose products with low environmental impact, and support brands that advocate for social causes. However, older generations are more prone to minimise their food waste, avoid overconsumption, and prioritise choosing local, seasonal produce.

Health and wellbeing across generations

Generation Z trends research indicates the generation prioritises mental health, with stress and anxiety being their top concerns. They are also highly invested in physical activity and prioritise energy and stamina. Skin health is another significant concern for this generation, reflecting their focus on appearance and self-esteem.

Millennials share similar concerns with Generation Z regarding stress and anxiety, but also place a strong emphasis on heart health and overall stamina. They are motivated to manage their weight for reasons such as enhancing self-esteem and physical appeal, as well as preventing chronic conditions.

Generation X is more satisfied with their mental health compared to younger generations, but they are more concerned about sleep and insomnia. They are also physically active and prioritise bone and joint health, reflecting their focus on healthy aging.

Boomers are the most satisfied with their mental health, but they are concerned about memory and mental agility. They are also highly focused on healthy aging, prioritising bone and joint health, and are motivated to maintain their physical and mental well-being.

Pleasure and enjoyment between generations

Two in five consumers consider freshness as the most important element in enjoying food and beverage products. While this preference is shared across generations, there are some key differences in many other indicators of enjoyment. For instance, seniors prioritise nutrition and realness, while younger generations favour taste discovery and sweetness. Multiple products can be noticed catering to these interests, advertising nutritional, fresh elements, as well as rich, novel flavours.

What’s next in Generation Z trends and beyond?

The distinct generational differences identified through Innova’s consumer trend research can unlock brand opportunities for the future. Gen Z and Millennials are especially concerned with their mental and emotional health. Generation Z trend research shows that the generation tends to invest in food and beverage that uplifts their mood or alleviates boredom. Brands can leverage this through developing products that offer nutrients for mood improvement or exciting sensory experiences to alleviate boredom. Gen Z and Millennials are also keenly aware of their skin health, as it is their top physical concern. Appearance matters to these younger generations, and brands can develop products that tap into these attitudes through promoting skin health related claims on their packaging.

For older generations, their health focus falls on preventing or managing chronic conditions. Functional ingredients in products can help incentivise these consumers in their choices, allowing them to improve their overall health through their diet. Honesty and transparency are also important eating values for seniors, emphasising nutrition and realness as drivers of enjoyment and pleasure in food. Natural and nutritious products will likely continue to be enticing to this demographic.

This article is based on the report, “Generational Differences – Global” by Innova Market Insights.

This year’s Fi Europe embodied all the ingredients of a successful event, showcasing a winning combination of sourcing, innovation, networking and education.

In a milestone year for benchmarking organised event success, Fi Europe 2023 has shown that there is more demand than ever for a dynamic platform uniting the international ingredients industry. This year’s event, which attracted 23,149 attendees from 135 countries around the globe, was a resounding success, reaffirming its positive contribution to F&B industry innovation, collaboration and dialogue.

The build-up started on 20 November, when the event platform went live, enabling attendees to access exclusive content previews, coordinate meetings and stream a live keynote session. Then, on 27 November, the Future of Nutrition Summit kicked off a carefully curated in-person content programme designed to inspire and inform whilst facilitating networking and discussion. Speakers from Nestlé, Microsoft, Deloitte and the United Nations Global Compact gave their takes on the trends and technologies reshaping the food industry landscape.

On 28 November, Fi Europe opened its doors to reveal a vibrant show floor that was to become a hive of networking activity for the next three days. Over 1400 exhibition stands occupied four halls packed with ingredients and solutions from all over the world, providing a sensory spectacle and a wealth of sourcing opportunities. Many attendees also took advantage of the additional inspiration offered by the Innovation Tours, New Product Zone and Innovation Hub.

The first day culminated with the announcement of the Fi Europe Innovation Awards and Startup Innovation Challenge winners. Honoured at a special ceremony, the recipients were chosen by an expert judging panel for their outstanding contributions to the F&B ingredients industry.

The two-day Fi Europe Conference, which ran in parallel to the exhibition, provided a further forum for exchanges on the latest advancements and future trends in the F&B industry. The agenda revolved around four topical themes: plant-based, health & wellbeing, alternative ingredients & protein, and reformulation & ingredient innovation. Speakers from a broad cross-section of commercial, academic and research organisations, including Mintel, Euromonitor, NIZO, Wageningen University, Rabobank and Cultivated Biosciences, made for a varied and insightful programme.

Sustainability as an industry challenge was a thematic thread throughout this year’s event, with dedicated features such as the Sustainability Hub and content that focused on ethical sourcing, transparency, regulatory compliance, ESG and gender equity, creating a forum for constructive discussions in this important area.

The industry’s challenge of cultivating a strong pipeline of emerging talent was addressed at Fi Europe 2023 through the introduction of a new programme designed to facilitate connections between students and businesses. The Future Food Leaders Day, which took place on 30 November, gave university students valuable insight into the potential trajectory of a career in the F&B industry.

Yannick Verry, Brand Manager, Food ingredients Europe & Americas, at Informa Markets, says: “For me, feeling the buzz of this year’s show reinforced the important role that Fi Europe fulfils for the global food & beverage community. Not only does it provide a forum for making meaningful connections and discovering new ingredients and technologies, it also makes an important contribution to advancing discussions and thinking around innovation, sustainability and the future of the industry. We are already looking forward to 2024, when Fi Europe will return to Frankfurt, from 19-21 November.”