Mega-trend Conscious Eating
More and more people are very conscious of their diet and the foods they eat. Of concern is not only food preparation and their own eating habits, but, increasingly, moral values as well. The origin of food and the ecological impact of food production are taking centre stage.
Diet and lifestyle
Consumers are adapting their diet to their individual lifestyle. In social media channels, people’s individuality is highlighted through food by using aesthetics and new combinations. In addition, it is often no longer enough to eat one’s fill. Food must also be healthy and enhance performance. People aim to maximise performance with personalised performance food.
The ecological footprint
In addition to satisfying individual needs, the focus is increasingly on the moral aspects of nutrition. As awareness of the ecological footprint of agriculture and livestock farming grows, people are looking for alternatives and demanding transparency. Consumers are trying to reduce their dietary emissions by choosing regional, organic, plant-based foods.
Lab to table
At the same time, the growing population means that we have to find new means of efficient supply. Laboratory-produced food and vertical farms are two initiatives. In the future, we will have to find ways to grow food more efficiently and use fewer resources.
Mega-trend Conscious Eating and its macro-trends
As a long-term sign of change, each mega-trend emerges in the form of medium-term macro-trends. Depending on factors like technological development, research status and societal acceptance, the macro-trends need different lengths of time for mainstream adoption.
Exclusively in the Trendexplorer: Macro-trend deep dive
- Drivers of Innovation
- Degree of maturity/mainstream adoption
- Challenges for different industries
- Opportunities for different industries