Anuga’s Jan Philipp Hartmann tells us what to expect from this year’s trade show and gives insights into the plant-based sector
Flexitarian eating has evolved from a trend into a structural shift, reshaping the global food and beverage landscape. Few events capture this transformation more powerfully than Anuga, one of the world’s largest B2B food and drink trade fairs. As the 2025 edition approaches (4-8 October 2025), Director Jan Phillip Hartmann shares how this year’s show will double down on the future of food – a shift he believes will define the next era of plant-based growth.
Flexitarian demand drives Anuga’s boldest move yet
“Flexitarian demand is a structural shift we’re embracing across the show,” Hartmann explains. This year, Anuga will debut Anuga Alternatives in Hall 1, a dedicated trade fair spotlighting the latest in plant-, algae-, fungi- and precision-fermented products. At its core sits the Anuga Horizon Stage, where experts will explore the most forward-looking topics in food innovation.
Positioned next to Anuga Organic, the new hall creates natural visitor flows and strong thematic synergies. Yet Hartmann is quick to point out that plant-forward concepts will extend far beyond a single location: “From Fine Food to Frozen, alternative protein innovations span all 10 trade shows and are showcased on the Boulevard of Innovations – Trend Zone, Start-up Area, and the Taste Innovation Show.”
The scale speaks for itself. More than 1,600 companies have already registered under the category ‘plant-based proteins or foods’ in Anuga’s online exhibitor search, underlining how rapidly the segment is expanding.
Technology and trends reshaping the food sector
Hartmann highlights four forces he sees reshaping food and drink, and with them, the plant-based category:
“Alternative proteins are scaling beyond plant-based into precision fermentation and other next-generation innovations,” he says. “Circular and regenerative models are embedding resource efficiency and turning waste into value. Personalized and functional nutrition is gaining momentum, with strong implications for plant-based products. And digitalisation and AI are driving greater transparency, operational efficiency, and faster R&D.”
The net effect, he believes, will be “broader hybrid formulations, cleaner labels, stronger health propositions and faster progression from lab to shelf.”
Structural shifts to watch
Beyond trends, Hartmann points to deeper structural shifts that will shape the plant-based sector’s long-term future.
“Regulatory clarity for novel processes such as precision fermentation will be critical,” he notes.
“Retailers and private labels are set to become key drivers of innovation. At the same time, both trade partners and consumers will increasingly demand supply-chain resilience and origin transparency. And as flexitarians continue to outnumber vegetarians, the demand for plant-based products that deliver better taste and value will only grow.”
Technology that excites
Asked which emerging technologies excite him most, Hartmann singles out the power of convergence.
“We’re excited by pairing precision-fermented components – such as fats and casein-like proteins – with plant or mycelium matrices to close taste, texture, and nutrition gaps,” he says. “It’s exactly the kind of cross-tech dialog we’re curating on the Anuga Horizon Stage and within Anuga Alternatives.”
Hartmann’s key highlights for Anuga 2025:
- Anuga Horizon Stage (Hall 1): Deep dives on AI & Deep Tech, circularity/regeneration, health & functional food.
- Anuga Trend Zone (Boulevard North): Market data and disruptive trend briefings, ideal to calibrate 2026 pipelines.
- Anuga Taste Innovation Show: Juried selection of the top innovations and top-10 new products.
Transformation, not collapse
What about bold predictions that conventional meat and dairy will ‘collapse’ by 2030? Well, Hartmann’s view is more nuanced.
“We see transformation, not collapse,” he says. “The market is diversifying: mainstream brands and startups innovate alongside conventional producers that are decarbonising and reformulating. Consumers want choice; our role is to accelerate viable, scalable options and evidence-based debate, not to pick winners. That’s why Anuga convenes 8,000 exhibitors and 140,000 visitors across 10 shows – to move from hype to adoption.”
Ambitions for a sustainable food ecosystem
Looking further ahead, Hartmann outlines three ambitions for Anuga’s contribution to a more sustainable food ecosystem:
“First, scale what works – using the Boulevard of Innovations and our awards to fast-track proven solutions. Second, be the global knowledge hub by curating high-quality content on alternative proteins, sustainable value chains and AI. And third, strengthen collaboration and build global communities – from Ecotrophelia to corporate R&D to retailers – so that we can unlock scale together.”
A call for acceptance
Hartmann hopes the plant-based movement will continue to evolve in a spirit of inclusivity. “My wish is for taste-first, science-backed products that balance delight and nutrition with sustainability,” he says.
“I’d like to see hybrid pathways combining plant, fermentation and cultivated inputs, and above all, a depoliticisation of the discussion around plant-based products. These foods are a solution to global challenges, but choosing them should never become an either/or debate. Consumers should feel free to decide what they want to eat without being judged or influenced by politics or lobbyists. The key word here is acceptance.”
Anuga 2025 is shaping up to be the most progressive and dynamic edition yet, with plant-based innovation at its core and a clear ambition: to move the conversation beyond hype and towards scalable, collaborative solutions for a more sustainable global food system.
Don’t miss out; get your ticket to attend Anuga 2025 here. For more support on your alternative protein strategy, get in touch with our experts at [email protected] and subscribe to our newsletter and podcast.
Gemma Tadman
Business Communications Manager
