Bessler Consulting was present at Biocultura fair 2022, between 5th and 9th of May in Barcelona. The biggest annual fair withing the field of ecological products.
The main focus was on the Foods & Beverages industry, with a smaller representation of the personal & household care, as well as home & fashion brands.
With a full programme of activities and talks each day, as well as stalls presenting primarily the Spanish brands’ & suppliers’ portfolio, the fair ignited some incredible insights on what the present & future holds in the sector of ecological products.
Plant Based prevails
The majority of the stands were exploring the area of plant based, varying from cheese, meat, milk, ice cream.
Delicious vegan cheese & spreads tastings confirmed the advancement of the segment and the exploration of elaborated flavours. Flavours such white wine, honey, multiherb, smokey ‘chorizo’.
Plant based milk has expanded immensely in the last years, with new brands popping up everywhere and new ingredients being added in the assortments. Hemp, hazelnut, ….
Plant based meat and substitutes such as tofu & tempeh, were in full bloom at the fair. New brands, exciting flavour combinations and textures are some of the attributes of the new meat replacement segment.
Gut-Probiotics
Within the segment of gut and microbiome, fermentation is key. Fermented drinks leveraging their health benefits for the gut were standing out. Kombucha, kefir, probiotic drinks & supplements were some of the representatives.
Chocolate
Who doesn’t like chocolate? The fair had a big representation of chocolate & cacao stalls, in various forms. Primarily, focusing on the fair trade and organic sourcing, whilst exploring different flavor combinations.
Gluten free & diversified grains
Gluten free products were also present, a trend that is already explored, nevertheless, expanding into more brands and assortments such as breakfast/cereals offerings and snacking. The diversification of grains, taps into the gluten free claims, by adding ‘new’ not commodified grains like wheat. Quinoa is the next big thing that prevails withing the gluten free options.
Nut spreads
The nut health benefits are non-debatable, making the segment of spreads booming further. The tastiness and convenience of the format, has established nut spreads, with the king being the peanut butter, as the new snacking/breakfast healthy option
Tea/infusions
Organic and local team assortments were also present with herbal infusions stressing out their health benefits for body and mind.
General observations
Within the fair, surprisingly for the Spanish market, only one stand was showcasing their meat production. Plant based substitutes were winning over meat production.
Cheese was much more represented, where the main attribute was their local & fair production.
The overarching element was local and organic, that was usually carrying a certification label to verify its validity. Consuming from a nearby, regional farm, supporting the local agricultural community and contributing to the restoration of the local landscape.
In terms of packaging, sustainable, recycled material is a mandate. Most of the brands were in carton, tetra Pak bottles, biodegradable plastic or glass packaging. It goes without saying that an organic offering will be packed solely in an ecologically sustainable packaging that does not harm the environment.
Emerging/New & Different
What caught our attention, and it will continue gaining space in the Food & Refreshments industry, is the seaweed and mushrooms offerings. With only one stand representing each, we do see how the segment is obtaining traction across Europe and worldwide, tapping into the exploration of alternative food sources.
Healthy, organic broths & soups to go, tapped into the convenience and healthy eating trend that continuously is growing.
Regionally sourced from organic/regenerative farms food box (La Tavella) with a social cause supporting people with difficulties, was an initiative that addressed the food system issues in a holistic & systemic manner, providing, healthy, fresh food, whilst supporting the community.
Talking about ecological solutions, eco seeds brands, were showcasing their collection, supporting the protection and spread of healthy seeds vs GMO ones.
Legumes/Beans were also part of the fair in less numbers, nevertheless, we do believe there is a great market to explore and expand for the future.
Natural wine is already a thing, but worth mentioning its presence at the fair. Natural local wines, without synthesized additives and produced in a fair manner, are the way to go in viticulture.
What we missed
Surprisingly, regenerative agriculture, the upcoming trend in the food & refreshment field, was not mentioned in any of the stalls. Nevertheless, talking to some of the brands, the representatives confirmed the adoption of regenerative practices by their farms.
Many current organic farms do use practices of regenerative agriculture but since there is not clear certification scheme in Europe to define it the brands usually don’t state it.
Therefore, what is missing to create an EU certification scheme on regenerative agriculture?
What is the best way to communicate regenerative agriculture without holding a certification?
How can you share your regenerative practices with your audience to educate them about it?
At Bessler Consulting we can help you translate your regenerative practices into compelling storytelling and co-create solutions for your brand to expand your portfolio within the segment.
very interesting! well said!