As the B2B Food & Nutrition sector continues to evolve, so does the role of marketing. In an increasingly competitive world, brand-building, impactful in-person experiences and genuine audience connection are reclaiming their critical importance.
At Vitafoods Europe 2025, Carmen Soggia (BDB) caught up with Louise Mather (Senior Marketing Manager, Vitafoods at Informa Markets). Together, they unpack the key findings from our latest B2B Marketing Benchmark: Food & Nutrition, discussing what’s truly shifting and what it means for B2B brands navigating this dynamic space.
Let’s start with the B2B Marketing Benchmark. Louise, what was your biggest takeaway?
What really stood out to me was the fact that it’s taken so long for brand building and brand equity to be prioritised in B2B. There’s still a sense that branding is less important in B2B than it is in consumer-facing sectors but that’s not the case. Everyone walking the halls of Vitafoods is a consumer first, even while representing a business. Branding matters — and I think it’s time the industry caught up to that.
There’s also a sense that smaller companies are catching up fast. In fact, there’s often more energy and buzz coming from those players than the more established names.
Absolutely – and social media has played a big part in that. People see individuals and influencers becoming brands in their own right and it’s inspired smaller businesses to think ‘we can do that too’. This strategic shift, armed with readily available tools and a fresh mindset, has dramatically accelerated in just the past three years.
Another key trend in the report was the increasing focus on face-to-face meetings, exhibitions and network building. What’s your perspective?
Well, obviously representing Vitafoods Europe, we’re delighted to hear this. And judging by the energy on the show floor this year and insights from focus groups, people are genuinely excited to be back. The COVID era is behind us and events aren’t just back, they’re bigger than ever.
One thing that stood out during our focus group sessions is how important it is for companies to see both existing and new customers at events like this. It’s not just about prospecting. These exhibitions allow people to make one trip and connect with everyone in one place.
That’s reflected in the demand too. We’re expanding the show by 20% next year and taking on a new hall. The energy in Barcelona in its debut year has been fantastic and we’ve had record attendance figures across the three days.
And there’s definitely more sophistication in how brands are showing up at events. What are your thoughts on this?
As exhibitions get bigger, so does the challenge of standing out. It’s up to us as organisers to ensure the halls are designed in a way that helps people navigate the show effectively — but it also pushes brands to think differently.
We’re seeing more companies extend their presence beyond the stand—hosting networking events or creating new activations around the show floor. Others are enhancing the stand itself and delivering experiences. So you’re not greeted just by a salesperson, you’re greeted by someone who welcomes you, there’s something for you to experience and look through.
That echoes something we heard at one of the stands yesterday and that stuck with me: “You want to give people something to take home — something that goes beyond just ‘our ingredient is 10 times more bioavailable.’ That’s the trap we all fall into. People want more than claims — they want connection. And the brands that get that right are the ones leaving a lasting impression.
This conversation is a clear reflection of the wider shift taking place across the B2B Food & Nutrition landscape. From brand building to experiential design and from customer relationships to creative ambition — the sector is evolving fast and marketers are stepping up to meet the moment.
As the B2B Marketing Benchmark revealed, differentiation remains a key challenge in F&N. But events like Vitafoods Europe show how brand-led thinking and meaningful experiences can cut through the noise — helping businesses connect in more human, memorable ways.
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