FOOD TRENDS
What future
for food?
The development of novel agricultural
biotechnologies may have a huge impact
on the global food industry. Kathy Brownlie
asks, what does the future hold for food?
C
onsumers all over the world want in a manner which would
Figure 1
The Future
it all in terms of buying a product appeal to the consumer,
Taste and
that has acceptable taste, health and today it is must have. Historical Focus
Convenience are
nutrition profile, as well as being Those manufacturers
Pleasure and
Convenience
givens.
convenient. It is important that although that do this right, are
Convenience
New battleground for
innovation is health
regional differences exist, these three guaranteed long term
and nutrition
factors are taken into account in the product survival in today’s
Health &
Pleasure
development process. competitive marketplace.
Nutrition
(Taste)
In many countries it is a combination of Today consumers
No Compromises:
sensory properties such as colour, taste and are bombarded with
Modern Consumers Want it All! Source: Frost & Sullivan
texture that can ultimately determine the information regarding
success of a product in the marketplace. nutrition wherever they go. This can take the specific markets in the past, it has also been
Those manufacturers who are able to focus on form of an advert promoting the nutritional responsible for the downfall of others. The
getting the overall combination right, while properties of a product, or a government media will continue to play a major role in the
producing a healthy, convenient product are campaign attempting to raise the awareness of development of various food markets, and its
more likely to succeed. the dangers of obesity. In addition, consumers influence should not be undervalued at any
have access to unlimited information on the level.
For those with a keen interest in trends in internet, and are more likely to do their own
the retail food sector, such as the ag biotech research on nutrition related issues. While it is The role of biotechnology
business, the most striking development is the good news that consumers are more aware of Biotechnology is creating new opportunities
rise to prominence of health and nutritional the link between diet and nutrition, and health in food production. Apart from shelf-life
qualities in foodstuffs (see Figure 1). While and wellbeing than ever before, this presents a extension, other benefits include improved
twenty years ago, food manufacturers would challenge to food manufactures. The media has taste, processibility, and nutrient content.
have struggled to combine all these elements not only been responsible for driving growth in Researchers at the Swiss Federal Institute
www.agrowmag.com  •   May 2007 
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