In March 2026, the Director of the Union of Baking Centers visited one of Europe’s largest professional trade fairs — Alimentaria + Hostelco in Barcelona. The event brought together more than 3,300 companies from over 70 countries and served as a platform for showcasing new products, technologies, and solutions for the food industry and HoReCa sector.

The greatest value of such events lies in the opportunity to see where the global market is heading and to understand which trends are likely to influence Ukrainian manufacturers, pastry chefs, bakers, and hospitality businesses in the near future.

1. Natural Ingredients Remain a Top Priority

The European market continues to move toward products with the most natural composition possible. Manufacturers are increasingly focusing on clean labels, natural ingredients, and transparent sourcing.

Particular attention was given to fruit and berry products, natural fillings, fruit purees, pastes, and ingredients with a high content of natural raw materials.

2. Growing Demand for Value-Added Products

The exhibition featured dedicated areas focused on innovation, functional nutrition, and emerging consumer trends. Among the most notable directions were reduced-sugar products, plant-based alternatives, functional ingredients, and solutions designed to support healthier lifestyles.

For manufacturers, this is a clear indication that consumers increasingly value not only taste but also the nutritional benefits of the products they choose.

3. Automation and Digitalization Are Becoming the Norm

One of the key themes of the exhibition was digital solutions for the food industry and HoReCa. Exhibitors actively presented tools for production automation, restaurant management, and the use of artificial intelligence to analyze consumer behavior and preferences.

Today, competitive advantage depends not only on product quality but also on the efficiency of business processes.

4. Sustainability Is Becoming a Standard

Virtually every major manufacturer showcased its sustainability initiatives. Waste reduction, responsible resource management, recyclable packaging, and food waste prevention have become essential components of modern business practices.

For European companies, sustainability is no longer a marketing advantage — it has become an industry standard.

5. HoReCa Continues to Seek Ready-to-Use Solutions

A significant focus of the exhibition was placed on solutions for the HoReCa sector. Many exhibitors presented products designed to reduce operational costs, ensure consistent quality, and optimize kitchen workflows.

As a result, there is growing demand for professional sauces, ready-made mixes, premium frozen products, fruit purees, and other solutions that help foodservice businesses operate more efficiently.

6. Bakery and Pastry Segments Continue to Grow

The organizers significantly expanded the Coffee, Bakery & Pastry area, confirming the continued growth of this segment. Considerable attention was devoted to artisan bread, modern desserts, chocolate, gelato, and innovative pastry technologies.

These categories continue to drive a substantial share of innovation across the European food market.

What Does This Mean for the Ukrainian Market?

Visiting international exhibitions provides more than an opportunity to discover new brands and suppliers — it offers valuable insight into the future direction of the industry.

Key takeaways from Alimentaria + Hostelco 2026 include:

• Natural ingredients and transparent product composition remain key consumer expectations;
• Demand for functional and health-oriented products continues to grow;
• Automation is becoming an increasingly important factor in competitiveness;
• Sustainability is evolving into a market standard;
• HoReCa businesses are actively adopting solutions that improve operational efficiency;
• The bakery, pastry, and gelato sectors continue to demonstrate strong growth.

The global food industry is evolving rapidly, and our mission is to identify the best solutions in a timely manner so that Ukrainian manufacturers and HoReCa businesses can benefit from modern technologies, innovative ingredients, and international expertise.