Trend 05
Foodture
Foodture
Disruptive food is making its way.
Trend axes
- Foodstitutes
- Conscious eating
- Plant-based lifestyle
- Agriculture innovations
Some figures
+14,000
Million dollars that synthetic biology in agriculture and the food market could reach globally by 2025.
+2,000
Companies worldwide put, or plan to put, a price on the carbon dioxide (CO2) emissions their activity generates.
50,000
Tonnes of CO2 that would not be emitted into the atmosphere if nobody on the planet ate meat for a single day, according to Food for Tomorrow.
100
Dollars: the price of a 50-gram tin of Caviar Biotec, the first caviar cultivated from fish-derived cells, proteins and lipids.
Food with a purpose
More and more people are conscious of their diet and what they eat. What matters is not only how products are prepared and eating habits themselves, but also the moral values behind them. The origin of food and the ecological impact of its production are taking centre stage.
Biological and medical research has made its way into the food industry, and everything suggests that humans will be able to feed themselves efficiently without relying on animals.
Many companies are reflecting on how to align all their work with a greater food good, beyond focusing on communicating the advantages of their products.
Consumers, for their part, are adapting their diets to their individual lifestyles. On new communication channels and social media, people's individuality is highlighted through new food combinations. Consumers themselves are trying to reduce their dietary emissions by choosing regional, organic and plant-based food.
Expert view
Silvia Roig
Senior Marketing and Innovation Consultant and member of the Barcelona Marketing Club
“The food sector is going through a unique moment, with major technological disruption. Among all the opportunities emerging, I would highlight one big axis that will affect the way we eat: “Food as a civil ACT”.
Consumers are becoming aware that their acts of consumption have an impact and are looking for allies to turn them into positive impacts without making big sacrifices, without giving up enjoyment, health, convenience and, above all, price. Examples include the plant-based boom, the funding rounds raised by start-ups developing cultivated meat, the search for local and seasonal produce, the rise of local shops…
Brands must keep evolving alongside consumers and build benefits such as sustainability and social justice into their value propositions. Changing the paradigm of infinite growth. To do so, it is essential that companies include these two big issues in their roadmaps, strategies and marketing plans.”
Cases
01 / 03Zorraquino spotlights
- 01
Efficient, high-performance foods promise us added value beyond nutritional value: an improved, more sustainable version of ourselves.
- 02
The postmodern vision can also be seen in the food we eat, and has led to restaurants that rethink traditional cuisine. Combination as creation.
- 03
The plant-based lifestyle is on trend. Many people reject the term vegan as too radical, but extend their animal-free consumption to other areas.
Zorraquino playlist
- I Can See Clearly NowJohnny Nash · 1972
- Rose Hybride De ThéEmilie Simon · 2006
- VegetablesThe Beach Boys · 1967
More on the trend
References
- Synthetic biology for future food: Research progress and future directions
- Synthetic Biology in Agriculture and Food Market - Global Market Analysis 2020-2025
- Las empresas europeas disparan el cálculo de la huella de carbono
- Gestos que reducen nuestra huella ambiental
- Gourmey
- Wildtype
- Alpha Foods: Grow Your Own Meat by Mischief @ No Fixed Address
- Dole: Malnutrition Facts
- World’s First 3D Bioprinted And Cultivated Ribeye Steak Is Revealed
- Hectar
- You’ve got kale: Grocery chain to sell salad leaves, herbs grown on ‘green wall’
- AeroFarms inicia la construcción de la granja vertical interior aeropónica más grande del mundo
Pages 98–113 of the report
