Wellness
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Nourishing the exhibition process
EDWARD MARSHALL , CO-FOUNDER AND CREATIVE DIRECTOR AT UK-BASED CUSTOM EXHIBITION STAND COMPANY MOTIVE EXHIBITIONS DISCUSSES HOW WELLNESS FOODS CAN BE CHAMPIONED AT YOUR NEXT EVENT , FROM YOUR STAND DESIGN TO CONSUMER EDUCATION
I n the UK , where our company is based , the food and drink industry is the largest manufacturing sector and contributes £ 38bn to the national economy annually , as well as employing 475,000 people .
The food and drinks industry – and not just in the UK of course – thrives on new and innovative products entering the market each year , driven partly by increased consumer demands and growing competition among brands . Consumers are constantly seeking new , improved products that align with evolving tastes and lifestyles .
One of the biggest evolving lifestyles is the prioritisation of nutritious products . With the emergence and growing popularity of weight loss medications like Ozempic and Wegovy , consumer perceptions of ‘ food as medicine ’ are expected to increase as they look for products that meet daily essential nutrient needs rather than just functional ingredients .
Marketing consistency integral to engagement Mintel ’ s 2025 Global Food and Drinks Trends report demonstrates huge opportunities for brands in the food and drinks sector this year . Especially if they are already looking to embrace this
trend through new product innovation and have allocated a proportion of their marketing budget for events and exhibitions . If your products have a strong health claim , the messaging should be carried through from the stand design stage to consumer education on the day . This consistency throughout your marketing activity is integral to how consumers will remember you and engage with your products post-event .
If your products are packed with protein , fibre , vitamins and minerals , the messaging at your event needs to be
Left : Edward Marshall clear and on full show . If this is carried out successfully from the start , using product displays so that customers can try the product as they ’ re passing by your stand or opting for bespoke graphics that show the link between food and health , could increase awareness of your brand and products as well as overall sales .
Food brands looking to incorporate the growing medication trend into their event can create engaging and educational experiences for attendees . A more unique approach could involve introducing personas for each micronutrient in the product , such as ‘ Fibre Frank ’, ‘ Polly Protein ’, or ‘ Molly Mineral ’, to personify their unique benefits and strengthen the association between food as medicine and the consumer .
This approach can help brands simplify their product health claims by incorporating clear , consumer-friendly messaging or bringing complex science to life through creative storytelling . The key is to focus on the benefits of the products for buyers without relying on just the science .
Think about how your products make the consumer feel rather than overcomplicating messaging . Striking the balance between brand credibility and easy-to-understand messaging for buyers can be challenging , particularly when there is so much competition . However , interactive elements which instantly deliver informative pages or videos onto attendee screens or trigger educational videos – can help emphasise finer details in your product messaging while you translate this information to the attendees who engage with you on the day , and capture those all-important leads . n
n Motive Exhibitions are exhibition specialists building and installing exhibition stands to meet both big and small budgets across the UK and Europe . www . motiveexhibition . sco . uk
ISSUE 135 / CONFERENCE & MEETINGS WORLD / 29