Clodagh Slattery, Prepared Consumer Foods Executive & Lian Enters, Market Specialist, The Netherlands, Bord Bia - The Irish Food Board
January 2020 marked the annual foodservice tradeshow, HORECAVA of the Netherlands that took place in Amsterdam. Bord Bia did not have a presence, however, a coinciding market study visited was organised alongside five client companies. For those who could not attend we would like to share the overarching trends showcased at the tradeshow.
The recovered Dutch economy, increased consumer confidence and discretionary incomes has boosted the foodservice sector, which has grown consecutively in the last four years. Millennials and Generation Z are used to growing convenience offerings in the market as well as eating out more often which predicts growth for the years to come and a changing demand (FSIN, 2020). A demand for organic products, sustainable production methods, nutritious food products and food products that contribute to a healthier lifestyle is growing significantly.
Veganism is on the rise
The vegan and vegetarian trend was the most obvious trend at the show. In particular for foodservice, this trend is here to stay. There was a specific area for plant- based products but an actual fact was that they dominated the entire show, from vegan ice cream to vegan snacks and from progressive meat substitutes to vegetable dairy. Meat substitutes based on jackfruit and seaweed were common among a lot of exhibitors. Vegetarian snacks are becoming more widely showcased in foodservice for example, last year the vegetarian ‘bitterbal’ was the sensation and this year the vegetarian ‘frikandel’ attracted a lot of attention at the Horecava show.
Alcohol free
As part of the health and wellness trend two sub trends stood out at the show; alcohol free and functional foods. 0% beer is gaining market share rapidly and other alcoholic drinks are following suit as seen at the show. From virgin cocktails to alcohol free specialty beers and from fermented fruit juice to non-alcoholic gin and tonics. The offering was large.
Functional food
Bord Bia recently published the Functional Food Innovation Playbook which was clearly aligned with the functional food trends showcased and observed throughout the show in Amsterdam. From a personalised DNA lab advising on food for individual needs to choosing a drinks to add the right minerals for your state of wellbeing.
Sustainability
The sustainability trend in the broad sense came back on the Horecava. From sustainable alternatives to plastic (such as bamboo plates and cups made from recycled cardboard) to practical tips to combat food waste. There was also a wholesaler solely based on connecting surplus and imperfect food to chefs. A burger made from crickets; Mr. Cricket burger also anticipated on this as the former poultry farmers presented their burger as the sustainable alternative to a beef burger.
Irish suppliers who would like to target the Dutch foodservice channels need to keep in mind that the vegan offering, healthy alternatives and sustainability are key in order to appeal and entice buyers within the Dutch foodservice channel. Think about how your product will be served and what the sustainable options are to serve it.
Sources:
USDA, 2018; Foodservice Facts, 2019
FSIN Foodschopper monitor – 2020
https://www.bordbiaconsumerlifestyletrends.ie/trends/health-wellbeing/
https://www.bordbiaconsumerlifestyletrends.ie/trends/responsible-living/