Sector News

Food’s future is less convenient, more collaborative: Backslash Future of Food Report

July 23, 2023
Sustainability

Going “back to nature” for health and sustainability, while taking advantage of transformative technologies, is the path forward for food, according to the new “Future of Food” report from Backslash, the cultural intelligence unit of TBWA.

Based on the knowledge, insights, and research of 42 TBWA Culture Spotters around the world, the report identifies four key areas that are shaping the future of food and the opportunities they present for food brands.

Strengthening social and environmental sustainability
It’s no longer enough to offer food that looks and tastes good. Food is now a critical component of promoting better health for the planet and its people. So consumers are more likely to shop with social responsibility, environmental impact, and personal wellbeing in mind.

Areas where food businesses can positively contribute to this movement include tackling food waste and promoting moderation, providing greater transparency and informative labeling, and supporting inclusivity through partnerships that honor heritage dishes and flavors.

Going back to basics with consumption
Stockouts during the pandemic, tightening budgets, and rising food insecurity has led to a shift from reliance on convenience and speedy meal deliveries to taking the time to make more meals at home. Consumers have developed an appreciation for the process of preparing food in their own kitchens, and many are looking to become more self-sufficient by growing their own food and raising livestock.

Brands can support this desire to be more hands-on by educating consumers on the journey from farm to table and helping them experience the process through initiatives like urban gardening.

Blurring the lines between food and medicine
As consumers seek to improve their health and wellbeing, they have greater expectations for the food they buy. They’re not just seeking foods that are healthy and offer functional benefits — they’re increasingly looking for personalized nutrition that meets their unique dietary needs and improves their mental state.

The opportunity for food companies here is to steer customers away from comforting junk foods and toward products and recipes that will help them feel better and adopt healthier habits.

Embracing innovative technologies
Where before there had been some resistance to technology’s involvement in food production, consumers are now seeing its critical role in reducing food waste and addressing the climate crisis. They’re also interested in trying lab-grown meat and cultivated dairy products, viewing them as more sustainable, humane alternatives.

A lot of attention is on AI, too, as its capabilities in food are no longer limited to robotics and inventory management. Consumers are using AI tools to get inspiration for recipes and meal plans. And brands’ use of AI is expanding to product development — from staying ahead of food trends to planning new formulations.

By Krystle Morrison

Source: foodindustryexecutive.com

comments closed

Related News

May 26, 2024

How has Unilever Updated its Climate Transition Action Plan?

Sustainability

Unilever has published a refreshed and “unashamedly realistic” Climate Transition Plan – weeks after a storm of protest about scaled-back targets. Hein Schumacher, Unilever CEO, says the new commitments are “very stretching” and he revealed a determination to deliver against them.

May 17, 2024

Are economic clusters ready for the green transition?

Sustainability

From the tech innovators of Silicon Valley to the leatherworkers of Tuscany and the textile hubs of South Asia, economic clusters make the world go round. Today, however, policymakers face a pressing new challenge: the need to help economic clusters rapidly adapt to the green transition—and to effectively navigate the challenges and opportunities it brings.

May 11, 2024

Bain & Company report: The sustainable factory of the future

Sustainability

The factory of the future is here. And yet… most machinery companies are not capitalising on it fully. Bain & Company, a global consultancy has released its ‘Machinery And Equipment Report 2024’. The report estimates OEMs leave 30% to 50% of productivity value on the table

How can we help you?

We're easy to reach