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Emerging Food trends

The transformation has already started

CONTENT

TRENDS IN FOOD FOOD CHAIN DEVELOPMENT

FUTURE FOODS

• Transformation to plantbased foods

INTRODUCTION

• Food trends that will change food markets in the European (Urban) markets

• What will be the impact these food trends on the Food Value Chains in Emerging markets

• The numbers of our planet

POPULATION GROWTH & AGING

POPULATION GROWTH & AGEING

UNBALANCED SOURCES

UNBALANCED SOURCES

UNBALANCED SOURCES

We can no longer feed our

growing population a healthy

diet while balancing the

planetary resource.

Transformation to healthy diets

requires substancial dietary shifts

Global adoption of the reference diet by 2030 will require world

wide consumption of red meat and sugar to reduce by more the

50%, and the consumption of nuts, fruits, vegetables and legume

to increase by 100%, accommodating significant regional

difference and needs

Plant based foods with limited animal protein confers both

improved health and environmental benefits

TRANSFORMATION

FUTURE PLATES

Source: Summary

Report of the EAT-

Lancet Commission

FU

TU

RE T

REN

DS

Plant based is the future. Fruit, veggies,

nuts, seeds, meat free and dairy

alternatives. A plant based diet, or at least

‘Flexitarian’. Good for you, great for the

environment.

• Vegetarian lifestyles

• Vegetable proteins

• Meat and dairy substitutes

PLANTBASED FOODS

FUNCTIONAL FOODS

Nutritious foods, fuel to our bodies. We’re done with

stuffing ourselves with ‘empty’ meals. Most of the time,

that is. Foods with benefits are becoming more and more

mainstream, and that’s a good thing.

• More protein & fiber based

• Probiotics & fermented foods

• Natural anti oxidants

• Vitamins & minerals

• Beneficial herbs & spices

FUNCTIONAL FOODS

Snacking, with no regrets, balancing enjoyment with health.

Sweet or savoury, crispy or soft.

It’s only a small step from snacks to mini meals.

• Healthy

• Organic

• Free from additives

• Less calories

• Low salt & sugar content

“GUILT FREE” SNACKING

FOOD FEASTS

Trends create counter trends. More quickly than

ever before. The urge to eat healthy comes with

guilty pleasure cravings.

And when you go guilty, you go all the way!

• Top quality

• Extraordinary flavours

FOOD PARTIES

We live in an era of super sense and multisensory in

which food is served with eatertainment. Good stories,

great flavours. We buy value & services, not only the

products.

• Transparency

• Storytelling

• Extraordinary

• Creativity

VALUE FOR MONEY

I-FOOD

Big data and artificial intelligence are

becoming more and more important. Foods

based on your DNA will be the future. What

i need to live a healthy lifestyle differs from

what you need. Technology makes it all

tailor made for you.

• Personal approach

• Based on your diet

I-FOOD

I want it all, and I want it now. Especially when it’s

fresh, good for my mental or physical wellbeing or just

because. Whenever, wherever I please.

• Healthy fast food to go

• Fresh convenience

• On demand delivery

• Local based services

INSTANT GRATIFICATION

HYBRID CONSUMERS

Healthy during ‘workdays’, guilty on weekends.

We buy food that matches our mood.

Omnichannel will rise and we go on a ‘fieldtrip’ to the

foodexperience centers to buy what we desire at that

moment.

• More to go/on the spot

• Fresh comfort foods

• Wide product ranges

• Local based services

HYBRID CONSUMER

IMPA

CT

FO

OD

CH

AIN

VALUE ADDES SERVICES

VALUE ADDED SERVICES

Impact:

• The production of horticulture needs to be stimulated near to the

urban areas. Finding potential land and resources to intensive the

production will be a challenge. Food products will become more

expensive

• Product life cycle will shorten and we need to communicate about

our fresh products.

• The amount of actors within the supply chain will shrink, actors will

deliver more value

Trends:

• Product development needs to follow the transformation

and trends

• More product knowledge is required (transparency,

storytelling, extraordinary)

• Customer consumption patterns are changing (by

moment and place)

• Product differentiation will create more appearance of

product (some recipe, but different packaging and

labelling) The amount of product will increase

VALUE ADDES SERVICES

VALUE ADDED SERVICES

Trends:

• Big data conversion and the use of artificial intelligence

are becoming more important.

• Consumers want to make buy decisions wherever they

will be and based on instant gratification. Local based

services and on demand delivery will help customers to

perceive their needs

• E commerce by mobile marketing and mobile sales will

increase dramatically (social media, apps)

DATA CONNECTIVITY

Impact:

• Those parties who will be able to connect the sales data to

marketing tools and sales and operation planning are able to

sustain the food markets

• Organized retail will get more power in emerging countries ,

using different food channels. The power of wholesale markets

will reduce

• Partnerships within the actor of supply chain are needed to

share (sales-, forecasting- and inventory data)

• Customers will use different food channels to buy or consume

food products. Inventory positioning and control will become

important to maintain the volume and margin on products

DATA CONNECTIVITY

THANK YOU!