Health, convenience, pleasure and lifestyle are the main factors driving growth in the food industry and things are no different in the beverage sector as the Anuga drinks trade fair is set to demonstrate next month.
As one of the ten specialist trade fairs under the common roof of Anuga, many drink companies from Germany and abroad will be taking advantage of the opportunity to present their new products from Saturday, 11 October to Wednesday, 15 October 2003 in Cologne.
With 560 companies registered to display drinks, leading companies such as Apollinaris & Schweppes, Carlsberg and Grolsch will be on hand to offer trade visitors the opportunity to talk to experts about current beverage trends.
Innovative products, for example, have claimed an increasingly large share of the various segments over the past decade. In Europe's non-alcoholic beverage segment this share is now a respectable 14 per cent with development being primarily driven by the increasing demand for mixed drinks.
According to a 2002 study conducted by the trade publication Lebensmittel Zeitung, almost all non-alcoholic segments managed to post substantial growth. The sale of juice and nectar, for example, rose by three per cent compared to the previous year. Sales of iced tea were up by almost four per cent, while soft drinks rose by about five per cent. In the sport and energy drink market, the growth was even in the double-digit range at 11.7 per cent.
The most popular non-alcoholic beverage, however, continues to be water with growth being primarily fueled by innovative products. Suppliers of non-carbonated drinks and those offering flavoured beverages and so-called sport versions have especially posted major increases.
In the alcoholic sector, beer brewers are also causing quite a stir. Whereas sales of traditional types of beer are stagnating, the industry is making a lot of headway with beer mixes. According to the German Brewers' Association, sales in this segment rose by over 29 per cent to 2.9 million hl in 2002 alone.The biggest increases were posted by cola-beer and lemonade-beer mixes.
Wine suppliers of still and sparkling wine are also optimistic about the future as wine consumption worldwide is expected to increase significantly over the next several years with turnover rising from €101 billion in 2001 to €111 billion in 2006.
Anuga Drinks therefore claim that this year's trade fair will be the ideal place to explore the latest sector and product trends, and also obtain in-depth information on the marketing and sales concepts of major companies.