MUNICH — Ahead of iba 2023, set for October 22-26, Karin Tischer, food researcher and founder of food & more, a German food innovation center, spoke with trade fair organizers about emerging food trends from around the world and how attendees can experience them at the show.
Tischer identified four main food trends: digitalization, health orientation with indulgence, news from the Food & Beverage trend booster, and sustainability.
“All four trends play an international role, although the prioritization varies,” Tischer said. “Internationally, indulgence, new flavors and snacks are big topics.”
She discussed each trend individually, noting its impact on the global baking industry.
“Digitalization is on the fast track, including robotics, online ordering and payment solutions,” Tischer shared. “Digital communication has also changed — customers see what they would like to have online, then want to order and pay with their smartphones.”
She also noted an increase in deliveries and ghost kitchens, likely driven by more people working from home, among other factors.
“Another idea is the staffless mini bakery, like the Lila Backer in Neubrandenburg,” Tischer added. “It’s a pick-up store open 24/7 — a vending machine where you can directly select the baked goods and pay cashless. These days, bakeries absolutely have to be active on social media, signature products must be ‘Instagrammable.’”
The health with indulgence food trend addresses consumer interest in plant-based foods.
“Customers expect more vegan and vegetarian alternatives,” Tischer said. “Meeting consumers’ tastes is an even greater challenge than it was before.”
Food trend booster Food & Beverage identified snacking, breakfast and street foods as emerging megatrends, with large slices of topped bread front-and-center in the baked goods category.
“At the counter, customers are looking for freshness and home-made style, such as sourdough breads with a long shelf life.” — Karin Tischer | founder | food & more
Lastly, sustainability, including how bakers can share their own sustainability stories, will continue to play a major role in the baking industry.
“Sustainable, regional and fair concepts are successful,” Tischer noted. “In particular, the attribute ‘from the region’ is gaining in importance and overtaking ‘organic.’ Consumers are also paying more attention to sustainability and short distances when it comes to packaging. Consumers do not want to sacrifice indulgence and pay more attention to regionality. If they are forced to choose, then regional trumps organic.”
Tischer also discussed consumer expectations at the bakery counter.
“At the counter, customers are looking for freshness and home-made style, such as sourdough breads with a long shelf life,” she said. “Bread can be rustic, but the crust shouldn’t be too hard. However, customers have become even more price-aware, so it mustn’t be too expensive either.”
As for how bakeries can tap into these food trends, Tischer suggested they find their niche.
“Businesses in the baking industry need to think about what makes them special,” she advised. “They need to clearly differentiate themselves from their competitors: What makes me unique? Who is my target group? How can I be more sustainable? People are more and more interested in this.”
iba 2023 attendees looking to learn more about international food trends can join Tischer on a trends tour through the trade show floor.
“Participants can look forward to a compact, short culinary tour that will give them an overview of the hottest food and beverage trends at iba,” she said. “We will visit six to seven exhibitors and get tastings as well as information, and I’ll be available for questions on trends and market developments.”
Tours are scheduled for 11 a.m.-1 p.m. every day of the fair, except Tuesday. They are free and on a first come, first served basis, with a maximum of 20 participants per tour. Participants will receive headphones, and the tour will be translated into English.
