Anuga 2023: The comeback we were all waiting for!

After recent years of Anuga being quiet affairs due to the pandemic and Brexit, it is fair to say that it is now back with a bang, with 14 bustling halls filled with a wide array of brands and products! 

One week on from our trip, we have pulled together our take on the biggest trends that came out of the show…


1: Protein Power 

The protein craze is undeniable. Consumers are turning health-conscious, and focus is now being placed on “adding to” rather than “taking away from” their diet. The result? An upsurge in protein-enriched products. 

From pudding pots to cheese slices, breakfast cereal to chocolate bars, protein enhancements are making waves.  

Especially striking is the proliferation of indulgent products fortified with protein. Think puddings, chocolate bars, crisps – they offer a guilt-free indulgence, perfectly catering to both ‘treat’ cravings and health-conscious tastes.  


2: Convenience is King 

In today’s fast-paced world, consumers crave convenience. Ready-to-eat, mess-free options that can be savoured on the move are in high demand. Brands are stepping up, introducing innovative formats and flavours. Snacks derived from meat, nuts, chocolate and fruits are all the rage. 

The humble pouch (and its Doy cousin), once associated with baby food, is now the star, transforming products that once needed utensils, two free hands, and a stable surface, into convenient, on-the-go delights. 


3: Premium Products 

During periods of financial turbulence, such as the current cost-of-living crisis, we often see consumers simplifying their shops and actioning cost reduction behaviours. This may include buying own label over brands, turning to substitute/analogue products that are cheaper (i.e., margarine over butter).  

However, we also see the lipstick effect at play. Consumers like to treat themselves in times like this and often turn to smaller more affordable treats, which can be reflected in their shopping baskets.  

Thus, there is still room for premium. Anuga boasted a range of premium products from pannetone to prosciutto, and truffles to tequila, suggesting that there is still room for indulgence!   


4: Holistic Health 

Today’s consumers are looking for more than just basic nutrition. Beyond the protein trend, they’re in search of products that target specific aspects of their health, from immunity and gut health to physical well-being and mental clarity. These items are enriched with health-promoting ingredients. 

Among the stars of this trend are soft drinks and shots brimming with antioxidants, herbal extracts, superfoods, and essential vitamins and minerals. Think ginger shots, turmeric-infused elixirs, and water enriched with collagen. 

We even stumbled upon a drink that claimed to alleviate the after-effects of alcohol, a hangover cure in a bottle!  

But one standout at Anuga was kefir, appearing in various forms: drinkable, spoonable, even spreadable. Kefir has rapidly become a health aficionado’s favourite due to its natural inclusion of probiotics, known for their gut health-boosting properties. 

Anuga 2023 has roared back to life and rekindled the buzz. With thousands of exhibitors and a global audience, the show presented an exciting snapshot of where the industry is headed.  

Increasingly health-conscious consumers, and the rise of convenience, reflecting our busy, on-the-go lives, were clear takeaways and as we step into the future, it’s evident that innovation in the food and drink industry is thriving and that consumers are driving the food and beverage industries towards products that not only tantalise their taste buds, but also boost their overall well-being. 

So, if you missed Anuga this year, make sure to keep an eye on these trends and plan your visit next time!


If you would like to discuss these trends in more detail, and what they could mean for you, please contact me at  


Want to hear more on the Anuga 2023 trends? Listen to HRA Global MD, Hamish Renton share his thoughts in the below video:


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