Insight: consumers fear the future of food

Insight: consumers fear the future of food


Although consumers have positive expectations regarding variety, availability, innovation & convenience of the food o­ffering in the future, food quality and healthiness are clearly under pressure. People fear that the quality, freshness, and naturalness of food will decrease.

We asked consumers - more than 11.000 of them - to look into the future of food and talk about their expectations for the year 2025. The results have been summarized into four key observations; the upcoming three months we will take a deep dive into the second outcome: Food under Pressure.

Storytelling: heritage & tradition
It will be a real challenge to prove them wrong. Putting the product's intrinsic health benefits at the centre and by using high quality ingredients you can enhance quality and justify a healthy price level. Storytelling about a products' heritage and traditions can also help. Download the infographic PDF to discover the research highlights at the bottom of the page.

Some interesting facts: 

- Especially in Europe people are fearful about the healthiness of their food in the future.
- Naturalness is clearly at stake. In the Americas more than 2 out of 5 consumers fear food will become less natural in the 2025.
- Luckily, around the world, we see that people value food quality over price.

Insight: consumers fear the future of food

In the upcoming months we will focus on how this key observation impacts our business. Stay tuned for trend updates, interviews, expert opinions, recipes and best practices.

In the course of 2016 we will also inform you about the other two key observations, these are:

Lost in translation: 
Consumers are confused by the stream of (contradictory) messages about food in the media. They lack fact-based knowledge to make good food choices and therefore demand transparency and clear labels.

My sustainability: 
Consumers look at sustainability from a personal perspective rather than on an environmental scale. They make sustainable choices if they will personally benefit from it.

Insight: consumers fear the future of food