Last week we were travelling to London to IFE food and drink exhibition. It’s not a very big exhibition like SEAL in France or Anuga in Germany. However, it is very useful to visit it in case you are interested to see new trends in beverage industry. What was the difference between IFE in 2011 and 2013? Although I do not know the amount of exhibitors in 2011 and 2013, however, I saw a huge decrease in visitors. I think that exhibition attracted way smaller amount of visitors comparing to 2011.
Anyway, it is still interesting to analyze the market. I saw several interesting trends. First of all, the decrease of energy drink brands. At 2011 there were more than 15 different energy drink brands (with the same formula). Last week I saw only few of those. In my opinion, it is very boring to promote “standard redbull type energy drink with different brand”. I don’t know whether those guys are successful, however, the lack of originality is really an issue.
Secondly, the increase of coconut water. They are everywhere. Different brands, different formulations, different concepts. It seems that my article about determining trends with Google was right to the target.
Finally, the most interesting part was to visit Super!Natural stand. I’m really glad about the feedback of the taste and formula of the drink. MyDrink Beverages helped to develop this drink and we are really proud of it. Good luck guys! 😉
Below you will find several brands from the exhibition. Take a look.