Food is the New Fashion

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Loreen McKinney
6 years ago
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1 Food is the New Fashion Trends and Opportunities at the German market Ruth Bobrich Embassy of Iceland in Berlin

2 Key Trends German consumer lifestyles are shifting The consumer becomes more individual Current trends: Veggie Regional Convenience - Health Desire for the authentic and the search for the particular Premium: organic and health as life style and identity management to be different Megatrends: digitalization, merging of food and health topics Top trend for food merchants: curating instead of storaging

3 Sales Channels Food retail market dominated by 5 big players holding 75% market share Catering market growing. Street food. Canteens, schools, care market Bio/organic food and the vegan market growing. Veganz supermarkets New approach: Amazon Prime Now, fresh food delivery services Strong food supplements market online shops, Reformhaus, Drogerie, health shops, pharmacies

4 Way to Success Story Telling Iceland: pure ingredients from the sea, Icelandic botanicals, hand-made, small scale manufacturers Reason why it is as special and needs to be more expensive! Reputation and branding Inspiring Iceland, curiosity, tourists spreading the word, unspoiled nature Criteria: Sustainability Design Quality Red Dot Design Award (Norðursalt, 64 Reykjavik Distillery), Double Gold Award San Francisco Worlds Spirits (Eimverk) Reliable distribution partner serving the proper sales channels Innovative marketing and PR dóttir, Tommy Burger Berlin connecting with culture festivals, music events, sports celebrities Food bloggers, TV shows, chefs special promotions, Iceland cooking fan blog

5 Banner of Pop Up Festival Iceland at Potsdamer Platz Berlin

6 Norðursalt: our goal is to produce the worlds best flake salt. To do this there are three criteria that must be met: sustainability, design and quality

7 Eimverk: Taste the Icelandic summer. Special malt requesting 50% more barley due to the low sugar content of the Icelandic barley. Ecological, without pesticides.

8 Dropi: the Vikings knew it all, thousand years experience Extra virgin, fresh raw material from the sea around Iceland, handmade

9 Einstök: based on the purest water in the world, glaciers and lava fields 60 miles south of the Arctic circle. Interesting design, mythic and historic.

10 Sugafari: chocolate from all over the world Icelandic chocolate and licorice referring to Icelandic nature

11 Skyr is a huge success and has to be intrinsically tied to the brand Arla Director Arla Foods Germany at Lebensmittelzeitung in March 2016

12 Hype on (new) Nordic cuisine ongoing Iceland at the seafood information booth at Green Week IRF Workshops Icelandic chefs participating in numerous gourmet festivals in Germany. German chefs visiting Iceland. Deutsche See chefs class in Iceland Exhibition and related program at the Nordic embassies: Food. Fashion.Design. Dóttir and Tommy Burger in Berlin Other Nordic countries: New Danish gourmet portal: Bio Denmark at BioFach Norway skrei campaign EFFIE pris til skreien. Norwegian booth at ITB.

13 How can we assist you - our services Tailor Made Services Cooperation Project - General Assistance Market analysis Partner Search Promotions Workshops Sales Event Image and Reputation Trust - Trouble Shooting Support your professional approach - find and evaluate opportunities - bring ideas, people and projects together

14 Trade Fairs Internorga (catering) - Biofach (organic food) - Green Week (leading B2C food fair) - Brussels Seafood Show and Fish International Bremen Bar Convent (spirits) - numerous gourmet, food and slow food shows ANUGA is the leading B2B Food Trade Fair Anuga with its 10 trade shows is the leading business and information platform for the global food industries, with trade visitors from 192 countries, and 7000 exhibitors from 108 countries, held bi-annually 7 11 October 2017 in Cologne

Food Tourism & Food Events

Food Tourism & Food Events Tommy D. Andersson University of Gothenburg & University of Macerata Sustainable Food Tourism Tourism has a problem with sustainability However, Food Tourism is more sustainable