Marketing trends: feedback from recent international trade fairs Exploring the latest innovations in agri-food systems

Marketing trends: feedback from recent international trade fairs

Exploring the latest innovations in agri-food systems

As part of the Fit For Market Plus programme, the COLEAD Market Insights team recently travelled to two key events in the global agri-food calendar: Fruit Attraction in Madrid and SIAL in Paris. These shows showcased new developments that illustrate how the industry is evolving.

Global trends driving change

As highlighted in SIAL Insights 2024, three major trends are influencing consumer behaviour:

1. Feel: A renewed focus on comfort food that delivers pleasure and nostalgia.
2. Connect: Bridging cultures and rediscovering forgotten ingredients, with Korean cuisine a particular highlight this year.
3. Care: A shift towards health-focused, planet-friendly choices such as protein-packed snacks and non-alcoholic beverages.

Innovative product highlights

Exciting breakthroughs were introduced at this year’s events, particularly in the fruit and vegetable industry.

• Super Greens Moringa Juice from Mauritius, a 100% natural blend, won a silver medal at SIAL Innovations 2024. It exemplifies circular economy principles by supporting local farmers and reducing carbon footprints.
• Yelloway One bananas, a groundbreaking variety resistant to both Fusarium wilt and Black Sigatoka, highlighting the importance of disease-resistant crops.
• Pikamelon, a snack melon that combines convenience with high yield, reflecting consumer demand for healthy, ready-to-eat options.

Seedless premium

Seedless pepper varieties not only meet consumer preference, but also offer growers high yield potential, uniform size and shape for improved marketability, and an enhanced flavour profile. Confirming the findings of the COLEAD citrus study conducted under the FFM+ programme, seedless varieties are becoming increasingly popular.

Orange Sunglow watermelon won the 2024 Innovation Award at Fruit Attraction. This is a new variety of Sandia watermelon from Rijk Zwaan Ibérica, with oval orange flesh. Sweet, juicy and refreshing, this variety contains very few seeds. It has won awards for its unique qualities and modern appeal to young consumers. It has a distinctive dark orange flesh and crunchy texture. Its practical size of 2.5 to 3.5 kg makes it ideal for family consumption. Limited production in Spain, with current distribution in the UK (Tesco) and Denmark (Salling) through partnerships with Pozo Sur, Única, Anecoop, Caparrós and Jimbo Fresh.

©️ Fruit Attraction

This activity is supported by the Fit For Market Plus (FFM+) programme, implemented by COLEAD within the Framework of Development Cooperation between the Organisation of African, Caribbean and Pacific States (OACPS) and the European Union. This publication receives financial support from the European Union and the OACPS. The content of this publication is the sole responsibility of COLEAD and can in no way be taken to reflect the views of the European Union or the OACPS.