How to Exhibit at Anuga 2025 (Cologne): The Complete Exhibitor Guide

Why Anuga Is the Most Important Food Show in Europe

When it comes to reaching European supermarket buyers, Anuga stands alone. Held biennially at Koelnmesse in Cologne, Germany, Anuga is the world's largest food and beverage trade fair by any measure — 7,900+ exhibitors from 110 countries, over 170,000 trade visitors across five days, and buying teams from every major European retail chain under one roof.

For halal food brands, this is a fundamentally different proposition from MIHAS or Gulf Food. The buyers walking Anuga's halls are category managers from Rewe, Aldi, Lidl, Carrefour, Tesco, and Ahold Delhaize. They are sourcing for private label manufacturing, evaluating new ethnic food ranges, and looking for products that can scale to European supermarket volumes. The question at Anuga is not "do you have halal certification?" — it is "can you deliver 40,000 units a week to a distribution centre in the Netherlands?"

Anuga 2025 runs from 4–8 October 2025 at Koelnmesse, Cologne, Germany. With Anuga held only every two years, this is a high-commitment decision — the next opportunity after this one is Anuga 2027. If European retail expansion is on your roadmap in the next 24 months, missing Anuga 2025 means waiting until 2027 to make the same contacts.

Who Should Exhibit at Anuga 2025?

Anuga is not the right show for every halal brand. The investment is substantial and the buyer profile is specific. Exhibiting at Anuga makes sense if you are:

• A halal food manufacturer targeting European retail. If you want your product on shelves at Rewe, Carrefour, or Lidl, the category buyers for those chains attend Anuga. No other show gives you the same density of European retail decision-makers.
• A private label manufacturer. European retailers source huge volumes of private label from Turkey, Malaysia, Indonesia, and the GCC. Anuga is where private label contracts get initiated.
• An organic/halal crossover brand. The intersection of organic and halal is a fast-growing segment in Germany, France, and the Benelux countries. Buyers at Biofach (Nuremberg) and Anuga overlap significantly — if your product carries both certifications, Anuga Fine Food is a natural home.
• A food ingredient or B2B supplier. Anuga Ingredients is a significant sub-show for flavours, starches, emulsifiers, and functional ingredients. Halal-certified ingredient suppliers with European client ambitions should consider this segment.
• A premium ethnic food brand. The European market for Middle Eastern, South Asian, and Southeast Asian food products has grown substantially. Anuga's Fine Food section includes an international specialty food zone where ethnic premium brands find their audience.

Anuga is not the right first show for brands with no European distribution footprint, no EU food safety certifications (BRC, IFS, FSSC 22000), and no minimum order quantities suited to European retail. Fix those fundamentals first, then come to Anuga.

Anuga 2025 Booth Costs: What to Expect

Anuga is expensive. This is not a show where you can enter for a few thousand dollars — the costs are comparable to the top-tier international exhibitions anywhere in the world, and in some respects exceed them.

Shell Scheme Rates (Approximate)

Package	Size	Rate (EUR)	Rate (USD approx.)
Shell Scheme	9 sqm (3m × 3m)	€3,150 – €4,050	~USD 3,400 – 4,400
Shell Scheme	12 sqm (4m × 3m)	€4,200 – €5,400	~USD 4,500 – 5,850
Shell Scheme	18 sqm (6m × 3m)	€6,300 – €8,100	~USD 6,800 – 8,800
Raw Space (space only)	Min. 12–18 sqm	€280 – €380/sqm	~USD 300 – 415/sqm

Note: Rates vary by hall, location within the hall, and application timing. Shell scheme rates of approximately €350–€450/sqm are typical for international exhibitors in the main food halls. Raw space (space-only) rates are lower but require you to engage your own stand builder, which often costs more overall. All figures are indicative — confirm exact rates on the official Anuga website once exhibitor registration opens.

What a Shell Scheme Includes at Anuga

A standard Anuga shell scheme package typically includes:

• Aluminium frame partition walls (usually 2.5m high) and a fascia board with your company name
• Carpet flooring in the stand area
• Basic overhead lighting
• One or two power sockets
• Access to the Koelnmesse exhibitor services portal for ordering furniture, AV, internet, and catering

Everything beyond the bare shell — display shelving, refrigeration units for chilled products, product display fixtures, custom graphics, seating areas — is an additional cost through Koelnmesse's official contractor or an approved third-party stand builder.

Navigating Anuga's 10 Trade Shows in One

Anuga is not a single exhibition — it is ten specialised trade shows running simultaneously under the Koelnmesse roof. Understanding which segment belongs in which hall is essential to positioning your stand correctly and reaching the right buyer profiles.

The 10 Anuga Segments

Segment	Category	Relevant For Halal Brands?
Anuga Fine Food	Specialty and premium grocery, international foods, condiments, snacks, ethnic foods	High — international specialty halal food brands
Anuga Meat	Fresh, frozen, and processed meat products	Very high — halal meat is a major sub-category
Anuga Dairy	Cheese, butter, yoghurt, fresh dairy, plant-based dairy alternatives	Medium — halal dairy and plant-based dairy brands
Anuga Frozen Food	Frozen meals, frozen vegetables, ice cream	High — halal ready meals and frozen ethnic food
Anuga Chilled & Fresh Food	Fresh prepared meals, chilled ready-to-eat products	Medium — halal fresh meal prep brands
Anuga Bread & Bakery	Bread, pastries, baked goods, baking ingredients	Medium — halal bakery brands
Anuga Beverages	Soft drinks, juices, water, hot beverages, energy drinks	High — all non-alcoholic beverages are naturally relevant
Anuga Organic	Certified organic food and beverages	High — organic/halal crossover brands
Anuga Ingredients	Food ingredients, additives, flavours, functional ingredients	Medium-high — B2B halal ingredient suppliers
Anuga FoodService	Institutional food, catering, food service packaging	Medium — halal food service suppliers

For most halal food brands, Anuga Fine Food and Anuga Meat are the primary segments. Anuga Organic is particularly strong for brands with dual organic/halal certification. Anuga Beverages is the natural home for halal soft drinks, juices, and functional drinks — all non-alcoholic beverages slot in here naturally.

Location matters within each hall. Corner stands and end-of-aisle positions carry a premium and book out first. National pavilion groupings (Turkey, Malaysia, Indonesia, UAE each have strong national pavilion presences at Anuga) can be worth considering for first-time exhibitors, as they provide shared infrastructure and often benefit from national export promotion agency support.

The Anuga Application Process

Anuga's application process is run entirely online through the Koelnmesse exhibitor portal. The process is competitive — popular segments fill up, and space allocation favours early applicants. Here is the standard sequence:

Step 1: Pre-Register and Create an Exhibitor Account

Visit anuga.com and create an exhibitor account via the Koelnmesse portal. For Anuga 2025, pre-registration and initial booth applications would typically open 18–24 months in advance — meaning the primary application window for Anuga 2025 opened in late 2023 or early 2024. If you are reading this in 2025, contact the Koelnmesse international team directly to confirm availability — waitlists do exist for popular halls and national pavilion slots.

Step 2: Select Your Segment(s)

Decide which of the 10 trade show segments best fits your product. You can apply for more than one segment, though each requires a separate application and separate booth. Consider your buyer targets carefully — a halal meat brand that also produces sauces and condiments may want a primary stand in Anuga Meat and a secondary presence in Anuga Fine Food.

Step 3: Submit Booth Application and Product Details

The application requires detailed product information, company background, and certification documentation. Koelnmesse uses this to verify product category classification and assign you to the correct hall and aisle. Incomplete applications delay processing and risk losing preferred space.

Step 4: Receive Space Confirmation and Pay Deposit

Once your application is approved, Koelnmesse issues a stand allocation and invoice. A deposit (typically 50%) is required to secure the booking. Balance payments are due according to the schedule in your exhibitor contract.

Step 5: Design and Build Your Stand

For shell scheme exhibitors, stand design involves ordering furniture, graphics, and AV through the Koelnmesse exhibitor services catalogue. For raw space exhibitors, you engage a stand builder — either a German stand building company or an international firm with German operations. Build-up days for Anuga 2025 are the two days before the show opens (2–3 October 2025). Breakdown takes place on 8 October after close.

Halal Certification in the European Context

Halal certification means something different to European buyers than it does to buyers in Malaysia or the Gulf. Understanding this distinction is critical before you spend tens of thousands of euros on an Anuga stand.

What European Retail Buyers Actually Ask

European supermarket buyers sourcing halal-positioned products are primarily concerned with two things:

1. No pork and no alcohol declaration. For many products in the "international foods" section of European supermarkets, a simple no-pork/no-alcohol declaration on pack — verified by ingredient list — is sufficient to shelve a product in the "halal-friendly" section.
2. Third-party halal certification for meat products. For halal meat specifically, European buyers require certification from a recognised body. The most widely accepted certifications in Europe are issued by bodies affiliated with JAKIM (Malaysia), ESMA (UAE), or European halal bodies such as HQC (Germany), HFCE (Europe), or EVS (Netherlands). IFANCA certification from the US is also widely recognised.

EU Labelling Requirements

The EU Food Information Regulation (EU 1169/2011) requires that all food products sold in the EU carry mandatory labelling in the language(s) of the country of sale. Halal claims on pack must be substantiated — you cannot simply print "Halal" without either a certification mark or a declaration that the product complies with Islamic dietary law. Misleading claims are a compliance issue. Ensure your EU-market packaging is reviewed by a food law specialist before Anuga.

Organic + Halal: A Growing Convergence

The organic food segment in Germany (the world's third-largest organic market after the US and France) is increasingly intersecting with halal. German Muslim consumers who prioritise organic are a growing demographic, and European natural food retailers (Alnatura, Denn's Biomarkt) are actively seeking products that carry both EU Organic certification and halal certification. If your product qualifies for both, Anuga Organic is worth serious consideration alongside your primary segment.

Realistic Budget for Anuga 2025

Anuga is one of the most expensive trade shows in the world to exhibit at. The combination of Koelnmesse's space rates, German labour costs for stand building and logistics, and the high cost of travel and accommodation in Cologne during Anuga week means that a realistic all-in budget for even a small stand is significantly higher than shows in Asia or the Middle East.

Budget Breakdown: 9 sqm Shell Scheme, 2 Staff

Cost Item	Estimate (USD)
Shell scheme booth (9 sqm, incl. basic furniture)	$3,500 – $4,500
Additional stand graphics, display shelving, fridge unit	$2,000 – $4,000
Product shipping (sea/air freight to Cologne + customs clearance)	$2,500 – $5,000
Return freight or product disposal	$500 – $1,500
Cologne hotel (5 nights × 2 staff — Anuga week hotel rates are extreme)	$6,000 – $10,000
Flights (2 staff, international return)	$3,000 – $6,000
Per diem, meals, local transport (5 days × 2 staff)	$2,000 – $3,500
Exhibitor passes, catalogue listings, Koelnmesse services	$1,000 – $2,000
Pre-show marketing materials (brochures, samples, branded items)	$2,000 – $4,000
Visa and travel insurance	$300 – $600
Contingency (10%)	$2,300 – $4,100

Total estimated budget: USD 25,100 – 44,700 for a minimal 9 sqm presence with two staff. A mid-range 12–18 sqm stand with three staff and a quality stand build realistically runs USD 35,000 – 55,000 all-in.

A note on Cologne hotel rates: during Anuga week, hotel prices in Cologne and the surrounding region increase dramatically. Hotels within reasonable distance of Koelnmesse routinely charge €500–800 per room per night. Book accommodation as early as possible — ideally the moment your stand is confirmed, 12–18 months in advance. Many exhibitors book Anuga 2027 hotels during Anuga 2025.

National Pavilion Option: Lower Cost, Less Flexibility

Many countries with active export promotion agencies offer subsidised pavilion packages at Anuga. Malaysia (via MATRADE), Indonesia (via ITPC/KBRI), Turkey (via TIM), and the UAE all operate national pavilion programmes that can significantly reduce booth costs — often by 30–50% compared to direct booking. The trade-off is less control over stand design and location. If your national export promotion agency offers an Anuga pavilion programme, it is worth serious consideration for a first-time appearance.

ROI at Anuga: A 2-Year Horizon

The biennial nature of Anuga changes the ROI calculation fundamentally. Unlike an annual show where you can test, adjust, and return the following year, an Anuga investment must be evaluated against a 24-month window. Deals initiated at Anuga 2025 may not close until mid-2026. Buyers who pick up your catalogue in October 2025 may place a first trial order in Q1 2026 and a meaningful repeat order in Q3 2026.

Maximising Your Anuga ROI

• Pre-show buyer outreach is non-negotiable. Anuga's buyer database (available to registered exhibitors) allows you to identify and contact trade visitors before the show. Schedule as many pre-booked appointments as possible — spontaneous walk-in traffic is valuable but pre-scheduled meetings with specific buyers are far more productive.
• Attend Anuga to learn, not just to sell. The first time at Anuga is an intelligence-gathering mission as much as a sales mission. Map the competitive landscape. Understand how European buyers evaluate products. Identify your packaging and certification gaps before investing in a larger stand at Anuga 2027.
• Have EU-ready documentation in hand. Buyers who want to move fast will ask for your EU food safety certification (BRC/IFS/FSSC 22000), your halal certificate, ingredient declarations, nutritional analysis in the EU format, and shelf life data. Have a professional exhibitor pack — not just a brochure — ready to hand over.
• Follow up within 48 hours. The most common failure at trade shows is slow follow-up. Every qualified contact from Anuga should receive a personalised email within two business days of the show closing, with your exhibitor pack attached and a proposed next step.
• Budget for a post-show press release. Anuga generates enormous trade press coverage. A well-timed press release about your Anuga presence — ideally with a product launch angle — can generate trade media coverage that extends the ROI well beyond the five show days.

Anuga vs SIAL Paris vs Gulfood: Which Show Is Right for You?

Factor	Anuga (Cologne)	SIAL Paris	Gulfood (Dubai)
Frequency	Biennial (odd years)	Biennial (even years)	Annual (February)
Scale	7,900+ exhibitors	7,200+ exhibitors	5,500+ exhibitors
Primary buyer profile	European retail chains, private label	European retail, French food service	GCC retail, MENA food service, importer/distributors
Halal specificity	Low — general food show	Low — general food show	High — dedicated Halal World Food section
Booth cost (9 sqm shell)	~$3,500 – 4,500	~$3,000 – 4,200	~$2,800 – 3,800
All-in budget (9 sqm)	$35K – $55K	$30K – $50K	$20K – $35K
Best for	European retail access, private label	French market entry, European gourmet	GCC entry, halal-specific buyers
Next edition	4–8 October 2025	October 2026	February 2026

The ideal sequence for a halal brand with global ambitions is: Gulfood first (lower cost, high halal buyer density, annual), then Anuga or SIAL once you have proven product-market fit in the GCC and are ready for the European retail conversation. Anuga and SIAL alternate biennially, meaning you can attend one per year without conflict — 2025 is Anuga's year, 2026 is SIAL's year.

Key Dates: Anuga 2025

Date	Milestone
Now → June 2025	Confirm stand availability with Koelnmesse; contact national pavilion organiser if applicable
Now → July 2025	Book Cologne accommodation (critical — do not delay)
July 2025	Finalise stand design, confirm product selection for show
August 2025	Ship products (sea freight) to Koelnmesse or nominated German freight forwarder
September 2025	Pre-show buyer outreach; schedule appointments; prepare exhibitor packs
2–3 October 2025	Anuga build-up days (stand construction and setup)
4–8 October 2025	Anuga 2025 — open to trade visitors
8 October 2025 (evening)	Stand breakdown begins
October–November 2025	Post-show follow-up; respond to all leads within 48 hours of show close

Pre-Show Checklist for Anuga 2025

Use this checklist to ensure you are genuinely show-ready before your team boards the flight to Cologne:

Documentation and Compliance

• EU food safety certification confirmed (BRC, IFS, or FSSC 22000 preferred)
• Valid halal certificate from a recognised body — check it does not expire before end of 2025
• EU-format nutritional declarations prepared for all products being exhibited
• Ingredient lists reviewed for EU allergen labelling compliance (EU 1169/2011)
• Country of origin labelling verified for each product
• Shelf life data prepared (best before, storage conditions)
• Product samples cleared for EU customs import (CITES, phytosanitary, or other clearances as applicable)

Stand Preparation

• Stand graphics in German and English (German buyers appreciate German language materials)
• Product brochure and datasheet pack — minimum 200 copies
• Professional business cards with European contact details if available
• Order form or MOQ/pricing sheet for qualified buyers (do not leave pricing to memory)
• Refrigeration unit ordered from Koelnmesse if exhibiting chilled products
• Branded tablecloth, display risers, and product holders organised

Pre-Show Outreach

• Exhibitor listing on Anuga portal completed with high-quality photos and product descriptions
• Target buyer list identified using Anuga visitor database
• Minimum 10 pre-booked meetings scheduled for the five show days
• LinkedIn outreach to Cologne-area food importers and distributors completed
• Press release written and distributed to trade media (submit to just-food, Food Navigator, Lebensmittel Zeitung)

Logistics

• Accommodation booked in Cologne (or Düsseldorf/Bonn if Cologne is fully booked)
• Flights confirmed; ensure arrival the day before build-up begins
• Return or disposal logistics for product samples arranged
• Koelnmesse exhibitor passes issued to all stand staff
• Emergency contacts for stand builder and freight forwarder saved

Is Anuga 2025 the Right Show for Your Brand?

Anuga is not a show to enter casually. The investment — financial, logistical, and in management time — is substantial, and the buyers you are targeting have seen tens of thousands of exhibitors across their careers. Standing out requires genuine product quality, credible certifications, professional presentation, and the organisational capability to follow through on whatever commitments you make on the show floor.

Done right, a single Anuga appearance can open more European retail doors in five days than two years of cold outreach. That is the promise of Anuga — and why 7,900 companies from 110 countries make the journey to Cologne every two years.

If your halal brand is production-scale, certified for the EU market, and genuinely ready for European retail conversations, Anuga 2025 belongs on your calendar. Start the process today — the best stand locations and the best hotel rooms in Cologne are already going.

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Amina Schreiber is a Frankfurt-based food trade consultant specialising in European market entry for halal and specialty food brands. She has advised exhibitors at Anuga, SIAL Paris, and Biofach across 14 countries. For questions about exhibiting at Anuga or navigating EU food compliance, connect with Amina through the HalalExpo directory.