THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY

USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT

POLICY

Voluntary - Public

Date: 3/12/2019

GAIN Report Number: GM19009

Germany

Post: Berlin

Trade Show Overview Germany

Report Categories:

Export Accomplishments - Marketing, Trade Events and Shows

Promotion Opportunities

Trade Show Announcement

SP1 - Expand International Marketing Opportunities

Approved By:

Kelly Stange

Prepared By:

Hanna Khan, Jessica Loeser

Report Highlights:

As the largest economy in Europe, Germany is well- positioned to host the world’s largest and most

commercially important international food trade shows. Many of the shows have a truly global reach,

drawing exhibitors and visitors from around the world. This report gives an overview of the most

important trade shows in Germany.

General Information:

I. Country Overview

With a population of more than 80 million and home to some of the world’s wealthiest consumers, Germany is

by far the largest market for U.S. food and beverages in the European Union (EU). In 2017, Germany’s

nominal gross domestic product reached $ 3.7 trillion, positioning the country as the 4th largest economy in

the world. Germany is a major producer of food and agricultural products and a leading player in the global

marketplace. Germany is also the third largest importer of agricultural products after the United States and

China.

Agricultural Imports In 2017, Germany imported $61 billion in consumer-oriented agricultural products. Approximately 84 percent

of these consumer-oriented products originated from other EU member states. The United States exported $

957 million worth of consumer-oriented products to Germany. When all agricultural and related products are

included, The United States is the largest exporter of agricultural, fish, and forestry products to Germany,

outside the EU, primarily due to increasing U.S. soybean exports.

I. Key market drivers and consumption trends

Fair trade and organic products have become more important in the German grocery market. Germany

is the second largest organic market in the world behind the United States, and presents good prospects

for exporters of organic products.

An ageing population and increased health consciousness of consumers is fueling the demand for

health and wellness products, as well as functional food products.

An increasingly high-paced society and the rising number of single households are driving the demand

for convenient ready-to-eat meals, desserts, and baking mixes.

Ethnic foods, beauty and super foods, clean label foods, “free from” products (e.g. gluten or lactose

free), and locally grown are further trends that attract more and more German consumers.

There are an increasing share of consumers who view their purchasing decision as a political or life-

style statement (no GMO, only free-range eggs, and vegetarian or vegan diet).

Consumers increasingly require traceability and information about production methods.

Germany remains a price-focused market, but there are many consumers who are willing to pay for

quality increases.

Trade Show Calendar

Trade

Show

Date Locatio

n

Sector Costs

(excl.

addition

al fees)

2018 Number of Type of Visitors Visitors Exhibi

t-

ors

Heimtext

il

January

7 – 10,

2020

Frankfur

t am

Main

World’s

largest

trade fair

for

domestic

and

commerc

ial

textiles

120 –

420

€/m2

67,500 3,025 Retailers, wholesalers,

designers, hotel

outfitters etc.

136 –

477

$/m2

detailed

informat

ion

HOGA biannual

January

17-19,

2021

Nuremb

erg

Leading

trade fair

in

southern

Germany

for hotel

gastrono

my and

catering

Detailed

informat

ion

27,000 680 86 percent of the

visitors are from

Bavaria, 51 percent

are decision makers,

B2B Event

IPM –

Internati

onal

Plant

Show

January

22-25,

2019

Essen Horticult

ure

(plants,

technolo

gy,

floristry,

garden

features)

156 –

171

€/m2

54,100 1,577 Decision makers along

the value chain for

plant production

177 –

194

$/m2

detailed

informat

ion

ISM –

Internati

onal

Sweets

and

Biscuit

Show

January

27-30,

2019

Cologne World’s

largest

trade fair

for

sweets

and

snacks

170 –

216

€/m2

37,500 1,160 Buyers of retail and

wholesale

192 –

245

$/m2

detailed

informat

ion

Fruit Februar Berlin World’s 199 – 78,000 3,239 Importers, exporters,

Logistica

(USDA

USDA-

endorsed

)

y

6-8,

2019

leading

fair for

fresh

fruit and

vegetabl

e

business

241

€/m2

fruit and vegetable

producers, wholesalers

and retailers,

packaging and

handling specialists,

transport and logistic

specialists

226 –

273 $/

m2

detailed

informat

ion

Fish

Internati

onal

Februar

y

9-11,

2020

Bremen Fish

(fish

producti

on and

processi

ng, fresh

fish and

delicacie

s)

Detailed

informat

ion

12,000 312 Visitors from fisheries

management, retail,

and catering

Gastro

Ivent

Februar

y

9-11,

2020

Bremen Premium

and

crafted

food and

beverage

s

Detailed

Informat

ion

(From

145

$/m2)

12,000 175 Access only for trade

visitors from the

catering and hotel

industry

Nord

Gastro

Februar

y

11-12,

2019

Husum Trade

fair for

the

gastrono

my

business

From 90

to 110

€/m2

5,000 250 Industry professionals

From

101 to

124

$/m2

BIOFAC

H

(USDA

USDA-

endorsed

)

Februar

y

13-16.

2019

Nuremb

erg

World’s

leading

trade fair

for

organic

food

171 –

217

€/m2

50,200 2,962 Restricted exclusively

to visitors in the trade

industry, no private

persons, unique setting

to meet most

important organic

stakeholders

193 –

246

$/m2

detailed

informat

ion

Intergast

ra biannual

Februar

y

15-19,

2020

Stuttgart Leading

trade fair

for the

hotel and

gastrono

my

business

Detailed

Informat

ion

98,677 1,422 Visitors from

gastronomy and

restaurant business,

coffee shop owners,

food and beverage

business

Equitana biannual

March

9-17,

2019

Essen The

world's

leading

equestria

n

exhibitio

n

detailed

informat

ion

208,000 750 81 percent private

visitors

19 percent trade

visitors

Gastrovis

ion

March

15-19,

2019

Hambur

g

Business

forum

for top

decision

makers

in the

hotel,

gastrono

my and

catering

sectors

detailed

informat

ion

3,000 150 Invitation only;

top decision-makers

from the hotel,

catering and catering

sectors

Internorg

a

March

15-19,

2019

Hambur

g

Europe's

leading

trade

show for

the hotel,

restauran

t,

catering,

baking

and

confectio

n-ery

industry

108 –

204

€/m2

93,000 1,300 91 percent of visitors

are involved in

corporate decision-

making, restaurateurs,

hoteliers, bulk

consumers/caterers,

bakers/confectioners,

specialist

retailers/planners,

food retail/drinks

wholesale buyers and

retail managers

122 –

230

$/m2

detailed

informat

ion

ProWein March

17-19,

2019

Duessel

dorf

Internati

onal

trade

show for

wine and

spirits

190 –

245

€/m2

60,500 6,871 Wine and spirits retail

trade, catering, hotel

industry, grocery

wholesale and retail

trade, importers and

exporters, mail or

trade, specialist

associations/institution

214 –

276

$/m2

s

detailed

informat

ion

Cake

Dreams

March

16-17,

2019

Dortmu

nd

Germany

’s largest

trade

show for

creative

baking,

products

and

techniqu

es

(baking,

decoratin

g, cakes,

pastries

and

chocolat

e

confectio

n-ery)

From

65€/m2

onwards

40,000

(at the

same

time as

CREATI

VA trade

show)

60 Professional and

hobby bakers and

decorators

From

73 $/m2

onwards

Detailed

informat

ion

ANUGA

Food Tec triannual

March

23-26,

2021

Cologne Leading

global

supplier

trade

fair: food

processi

ng,

packagin

g, safety

and

analytics

, food

ingredie

nts,

service

and

solutions

205 –

267

€/m2

46,000 1,657 All sectors of the food

and beverage industry

(management and

employees involved in

research and

development, design,

manufacturing/product

ion, quality control

and maintenance,

purchasing, sales and

marketing), large-scale

butchers and bakeries,

food trade and other

decision-makers from

the food industry, pet

food industry

231 –

301

$/m2

detailed

informat

ion

IFFA May

4-9,

2019

Frankfur

t

Leading

internati

onal

trade fair

for the

From

149 to

309

€/m2

63,000 1,000 Trade visitors

from the meat-

processing

industry, the

butchers’ trade, From

meat

industry

168 to

349

$/m2

the food retail

trade,

wholesalers,

importers/expo

rters,

slaughtering

and

dismembering

operations,

food and semi-

luxuries

industry

Detailed

Informat

ion

Euvend

&

Coffeena

May

9-11,

2019

Cologne Internati

onal

trade fair

for

vending

and

coffee

detailed

informat

ion

4,433 188 Decision makers,

purchasers, and

operators

Interzoo biannual

May

19-22,

2020

Nuremb

erg

Leading

trade

show for

pet food

and

supplies

From

71€/m2

onwards

, From

80 $/m2

onwards

,

detailed

informat

ion

38,600 1,990 Pet supply trade,

manufacturers of pet

food, online retailer,

manufacturers of pet

supplies, pet grooming

salon, pet boarding

facilities, pet clinic,

garden center with pet

department. 94 percent

of the visitors are

involved in purchasing

decisions in their

company

Interzum May

21-24,

2019

Cologne Leading

trade fair

for

furniture

producti

on and

interior

design

From

199

€/m2

onwards

;

69,000 1,732 Industry, trade, skilled

trade, architects,

interior designers,

office facility

furnishers, designers

Hund &

Co

July

6-7,

2019

Hannov

er

Trade

fair for

dogs,

dog food

From

71€/m2,

From

94 $/m2

,

18,000 140 Dog owners, Dog

breeders etc.

Detailed

Informat

ion

Fair

Friends

Septem

ber

5-8,

2019

Dortmu

nd

Germany

’s largest

sustainab

ili-ty fair

Registrat

ion for

2019

will be

publishe

d soon

6,000 220 Market place for

sustainable products

and services for B2B

and B2C . Visitors are

importers and

wholesale and retail

traders as well as

interested consumers. Detailed

informat

ion

Drinktec Septem

ber

13-17,

2021

Munich World’s

leading

trade fair

for the

beverage

and

liquid

food

industry,

Processi

ng,

Filling,

Packagin

g,

Marketin

g

available

in

Septemb

er 2019

76,000 1,749 Most visitors are from

the beer industry,

followed by soft

drinks, water, and fruit

juices. Visitors come

from all parts of the

production chain.

Decision makers and

leaders

InterTab

ac

Septem

ber

20-22,

2019

Dortmu

nd

World’s

largest

trade fair

for

tobacco

products

and

smoking

accessori

es

From

122 to

140

€/m2

12,500 550 International top

decision-makers and

buyers

From

137 to

158

$/m2

Detailed

informat

ion

Suedback Septem

ber

21-24,

2019

Stuttgart Trade

fair for

trade of

bakery

and

confectio

n-ery

79 –

205

€/m2

37,126 700 Professional visitors

89 –

231

$/m2

products detailed

informat

ion

ANUGA Biannual

(USDA-

endorsed

)

Octobe

r

5-10,

2019

Cologne World's

leading

trade fair

for the

food and

beverage

industry,

10 trade

fairs

under

one roof

From

270

€/m2

onwards

From

305

$/m2

Onwards

detailed

informat

ion

165,000 7,400 Top-quality of

decision-makers from

the retail, industrial

and catering industry.

Competing with SIAL

(Paris) and Gulfood

(Dubai) to be the

largest show in the

world.

Bar

Convent

Octobe

r

7-9,

2019

Berlin World’s

largest

trade fair

for the

bar and

spirits

industry

detailed

informat

ion

15,000 440 Bartenders, Bar

owners and

distributors from over

79 countries

Iba triannual

Octobe

r

23-28,

2021

Munich The

world’s

leading

trade fair

for

confectio

n-ery

and

snacks

Detailed

Informat

ion

76,800 1,373 International meeting

place for bakers,

pastry chefs,

restaurateurs, café

owners, hotel

professionals, and

caterers as well as

decision makers from

the food retail market.

Vegan-

fach

Novem

ber

2019

Cologne Central

vegan

trade fair

in

Europe

Detailed

Informat

ion

7,400 118 B2B and B2C,

Purchasers and trend

scouts from companies

like Aldi Süd,

Delhaize, Edeka,

Galeria Kaufhof,

Henkel, Metro or

Rewe use veganfach to

inform themselves

about new products of

the industry

Fisch &

Feines

Novem

ber

8-10,

2019

Bremen Trade

fair for

sustainab

le

Detailed

informat

ion

(around

39,000 225 B2C Trade Fair

delights

(for

crafted

natural

products

)

84 $/m2)

BrauBevi

ale

Novem

ber

12-14,

2019

Nuremb

erg

Most

importan

t

internati

onal

exhibitio

n for the

whole

beverage

producti

on

process

chain

186 –

230

€/m2

40,000 1,094 Trade visitors:

breweries and malt

houses, mineral spring

operations,

manufacturers of

alcohol-free drinks,

dairies, spirits

manufacturers, wine

and sparkling wine

producers, hotel and

restaurant trade,

wholesale trade

210 –

259

$/m2

detailed

informat

ion

Veggie &

frei von

Novem

ber

22-24,

2019

Stuttgart Leading

trade fair

for a

healthy

lifestyle

(vegan,

vegetaria

n, “free

from”)

Detailed

informat

ion

106,000 180 Open to the general

public, visited by

industry professionals

Health

Ingredien

ts Europe

Decem

ber

1-3,

2020

Frankfur

t

Global

health,

natural

and

nutrition

al

industry

detailed

informat

ion

10,000+

(expecte

d)

500+

(expect

ed)

76 percent of visitors

have purchasing

power, worldwide

audience full spectrum

of stakeholders.

I. FAS Berlin Supports U.S. Companies

On-site assistance

Trade shows can help U.S. companies — especially those new to the export market — expand their reach to

potential customers around the globe. The U.S. Department of Agriculture (USDA) endorses three shows in

Germany in 2019, namely FRUIT LOGISTICA, BIOFACH and ANUGA. The Foreign Agricultural Service

(FAS) in Berlin works with the Office of Trade Programs in FAS Washington and show organizers to create a

USA Pavilion to highlight the variety and quality of U.S. products to potential foreign buyers. Furthermore,

FAS provides participating U.S. companies with marketing and promotion services, market intelligence,

logistical support, and on-site assistance. FAS Berlin is always looking for new shows that are interesting for

U.S. exporters.

Apart from the USDA-endorsed trade shows, the United States also has a strong presence at other non-

endorsed shows, like ProWein or Health Ingredients Europe.

Trade facilitation

To facilitate the contacts between U.S. companies and German importers at the shows, FAS Berlin provides

trade lists for different types of food. These lists are updated on a regular basis. FAS Berlin also assists U.S.

exporters setting up meetings with potential buyers prior to shows.

If you are interested in specific trade lists, please contact the FAS Berlin office (see address below).

I. Pictures of USA Pavilions

ANUGA

BIOFACH

FRUIT LOGISTICA

I. Key Contacts and Further Information

If you are interested in attending a trade show in Germany, have questions or comments regarding this report,

or need assistance exporting to Germany, please contact the FAS Office of Agricultural Affairs in Berlin.

Importer listings are available from FAS for use by U.S. exporters of U.S. food and beverage products.

U.S. Department of Agriculture / Foreign Agricultural Service

Embassy of the United States

Clayallee 170, 14195 Berlin, Germany

Phone: +49-30- 83 05 – 1150

agberlin@fas.usda.gov

www.fas-europe.org

FAS Berlin publishes numerous market and commodity reports available through the Global Agricultural

Information Network (GAIN) at:

https://www.fas.usda.gov/data/search?f[0]=field_countries%3A39&f[1]=field_countries%3A390