International, inspiring and above all personal – that was the 36th edition of Anuga 2021 in Cologne. With over 70,000 visitors from 169 countries and more than 4,600 exhibitors from 98 nations, the leading global trade fair for food and beverages once again demonstrated that trade fairs of these dimensions are possible again.
“We are delighted with this result. It underlines the global significance of Anuga and the trust that is placed in us as a trade fair organisation. Furthermore, it also shows that Germany as a trade fair location continues to hold a leading and attractive position in terms of the global competition,” explained Gerald Böse, President and Chief Executive Officer of Koelnmesse. “Also the hybrid approach worked very well and proved very popular. In the scope of Anuga @home, we were able to offer above all those people, who were not able to travel to the trade fair, a good opportunity to inform themselves about specialised themes and engage in intensive networking,” Böse added.
Anuga also set a benchmark in terms of its level of internationality: 97% of the exhibitors came from abroad. At 76%, the degree of internationality of the visitors remained at a constant level (2019: 75%). “People from 169 nations – that is a strong signal and shows at the same time how much the international food industry needs trade fairs to do business again. Our exhibitors, who reported about outstanding customer dialogues and the high quality of the trade visitors, also recognised this fact. The discussions with the buyers also confirmed how highly they estimate the time for intense, personal dialogues with their customers. Anuga 2021 simply made the international world of food personal again. And this euphoria and spirit of optimism was noticeable all over the trade fair,” emphasised Oliver Frese, Chief Operating Officer of Koelnmesse GmbH.
Above all the quality and preparation of the buyers as well as the serious interest in generating business again convinced the exhibitors. Countless buyers with high decision-making competence from the trade and food service, including the relevant top buyers of important chain stores attended the trade fair in Cologne. An initial evaluation of the visitor survey shows that over 70% of the respondents use Anuga to groom existing and build up new business relationships.
As a hybrid event, Anuga also offered a digital platform for the exhibitors, visitors and media representatives: Anuga @home. In addition to intensive networking, above all the digitally streamed event and congress programme comprising of a variety of lectures, discussions and presentations by renowned trade experts and companies of the food industry met with great interest. In total, 353 formats with more than 6,380 broadcasting minutes were streamed over three days of the trade fair. Particularly the live streams of the two conferences, the Newtrition X and the New Food Conference, were very popular. The presentations and the networking offers of Anuga @home will also be available on-demand after the trade fair.