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