Undoubtedly, even in the face of challenges, we remain committed to our work with unwavering determination, because that is the only way forward. In fact, reality is far from bleak. The food & beverage industry continues to present exciting opportunities and promising prospects.

Demographic and social shifts are reshaping the demand landscape. An aging population is accelerating the need for nutrition, health, and convenience. Smaller households and the rise of single consumers are driving growth in small packaging, ready-to-eat formats, and personalized nutrition, while generational differences are fueling greater diversity in consumer demand. At the same time, individuals are showing sharper and more urgent attention to health and beauty. Rather than broad health concepts, consumers are turning toward precise, science-based functional solutions, spurring growth in products designed for aging, gut health, brain health, and sleep.

On this foundation, consumer logic is being rapidly redefined. Younger generations are shifting away from traditional asset allocation and embracing flexible consumption as a means of enhancing quality of life. They value instant experiences and diverse choices, showing a willingness to pay for innovation, aesthetics, and emotional value, while also demanding rationality and cost-effectiveness. This unique blend of "emotional and rational" is becoming a new force driving the market forward.

Retail and technology are evolving at speed. AI is accelerating product selection, demand forecasting, and replenishment, while new channel models are reshaping the landscape—membership-based retail, instant retail, and discount formats are thriving side by side. Players like Sam's Club and Aldi are capturing share with private labels and unbeatable value; JD 7Fresh, Dingdong, and Meituan Xiaoxiang are propelling instant retail into a new growth frontier; and convenience stores are reinventing themselves as "five-meals-a-day + private label" lifestyle solution hubs. Differentiation in retail is becoming the core of competition. For brands, viable paths are diverging: some are building long-term equity to become "super brands" like Coca-Cola, leveraging scale and consumer mindshare to weather channel shifts; others are pursuing channel-led, audience-centric strategies with rapid, precise product customization and differentiated innovation, achieving explosive penetration within niche segments.

Globalization and supply chains are also opening new avenues for growth. Even as global markets enter a phase of stock competition, Chinese brands still have opportunities to break through. On one hand, China's rising global influence and cultural confidence are creating new windows of perception for homegrown brands. On the other, China's complete industrial ecosystem and highly efficient supply chains enable faster responses and higher productivity to meet diverse and fast-changing global needs. While global market growth is limited, structural opportunities are increasingly tilting toward Chinese brands that can combine cultural value with supply chain excellence.

Therefore, FBIF2026 takes "Forging Ahead" as its theme. In a world defined by cyclical swings and converging forces, what we see is not only challenge, but also depth and opportunity for food and beverage. True industry leaders will navigate volatility, sharpen their focus amid fragmentation, and find new growth even in stock-driven markets.

Six Key Industry Trends & Chief Merchandising Officer Forum Launch

At FBIF2026, we will spotlight globalization, advanced technologies, functional ingredients, channel dynamics, and brand strategies. Building on this, we have distilled six key trends that deserve industry attention, and we invite you to join the discussion. These are not just insights, but future pathways for growth.

This year, we will once again conduct a systematic review of 3,000+ products and brand cases from over 30 countries worldwide. From there, around 70–80 representative and inspiring examples will be selected. Our analysis will unfold across five core dimensions: product innovation, brand strategy, channel breakthroughs, packaging design, and consumer engagement. The result will be a series of thought-provoking topics designed to help the industry find answers grounded in practice.

At the same time, we firmly believe that the future of food & beverage brands lies not only in the products themselves, but also in their ability to reach a broader world and forge deeper connections with consumers. Only by taking the initiative and bringing together the world’s most influential retail forces can brands truly unlock growth and breakthroughs.

With this conviction, we are launching the FBIF2026 Chief Merchandising Officer Forum. From 138 retail giants worldwide, we have selected 30 of the most representative retailers, including Walmart, Costco, Sam's Club, ALDI, Lidl, Whole Foods, FamilyMart, 7-Eleven, Freshippo, JD, Pangdonglai, Meituan, as well as regional leaders such as Bindawood/Danube in the Middle East and DFI Retail Group in Southeast Asia.

We are inviting their Chief Merchandising Officers and decision-makers to join FBIF2026 and engage in high-level business dialogues with brand leaders. Discussions will center on five modular topics: market trends and consumer data analytics, merchandising strategy development, team and supplier relationship management, blockbuster creation and differentiation, and membership models and brand value enhancement.