Courtesy of Jane Doan/Pexels
By Cath Isabedra
The future of food is already here. It’s just not what you think. In the last few years, we’ve seen a shift in the way that we eat. From buffets and fast food to social media and table service, we expect more from our meals. The future of food aims to address this by enabling manufacturers to change consumer preferences faster than ever. If it existed today, the “future of food” would be a series of disruptions throughout the manufacturing and supply chain industries that aim to overcome time-proven challenges with innovations and user-friendly solutions.
How New Technologies and Processes are Changing the Future of Food
The impact of new technologies and processes has been felt the world over, affecting the future of food across all industries. Two specific areas within the food industry are particularly affected by the adoption of advanced technological innovations and the disruption they cause within the supply chain: food production and consumer preference.
One may say that food production is greatly influenced by what consumers want – something that continues to change. Nowadays, consumers are all about healthy eating. But what does it mean when they say I want to “reduce my sugar intake,” “meet my dietary requirements,” or “control my portion size”?
Susan Chua, Head of Market and Insight, APAC, ADM, shares that the COVID-19 pandemic greatly spurred this goal toward a healthy lifestyle.
“Since the COVID-19 pandemic, more people are looking for proactive ways to improve their overall health and wellness. We have observed people taking control of their dietary regimes through proactive health-supporting nutrition strategies and this can include reducing their sugar intake, ensuring their dietary requirements are met, and eating in moderation.”
Chua attributes this behavior to the consumer’s better understanding of what they need.
“Today, consumers understand that their needs are unique and are motivated to purchase personalized products to help meet their specific wellness goals. More consumers are linking their gut, digestive health, and overall well-being, giving rise to personalized products that target the gut microbiome and aspects of health and wellness.”
She furthers, “Additionally, their desire to control meal portions comes from addressing weight and stress management issues. Given the sedentary lifestyles of many consumers during the pandemic, there has been a greater focus on weight management and fitness as consumers look for products that can help them achieve a wide array of functional goals.”
How should manufacturers address this increased consumer awareness?
Chua says that it should always be backed by science. “Dietary supplements can help consumers with their health and wellness needs, and we respond by providing science-backed microbiome-supporting solutions, including prebiotics, probiotics, and postbiotics that can be incorporated into supplements as well as functional foods and beverages.”
Food manufacturers must understand that consumers are empowered and should continue pushing them to demand what they deserve. When it comes to ingredients, Chua says manufacturers now deal with conscious consumers who want to know where their food comes from and how they’re processed.
“Consumers want to know where their food comes from, who made it, and precisely what ingredients are included to support positive nutrition. They are also looking beyond free-from statements to idealize food that is as close as nature. Brands with sustainable practices are also more appealing, as consumers demand higher standards of environmentally friendly practices.”
Chua adds that manufacturers should provide their stakeholders with natural ingredients.
“Minimally processed, whole and functional, better-for-you ingredients with healthful association provides the reassurance that the products contain added-value ingredients that consumers can trust. To meet these growing demands, manufacturers can ensure that the ingredients used in their products contain natural, familiar, and authentic ingredients. This is especially true in the Asia-Pacific plant-based alternatives market, where 70% of consumers think it is important for products to be made with familiar/well-known ingredients when buying plant-based foods and drinks1.”
Innovation and Food
While technological advancements have largely been the driving force behind this evolution, there has also been a significant push from within the food industry to adopt modern practices. This push comes from a desire to improve the quality of the product, as well as improve shelf life and reduce food waste.
“When it comes to innovation, consumers today appreciate sustainable food sources that provide nutrition, flavour, texture, and functionality. ADM has made major breakthroughs in applying scientific advancements in food production through practices like cellular agriculture, precision fermentation, the use of hybrids, and the development of products utilizing insect-based protein. Singapore is the first country to approve protein made from air2, and this paves the way for greater innovation as more people become open to scientific advancements in food production,” Chua explains.
Innovation isn’t new to ADM, Chua shares, “For over 75 years, we have continually advanced our knowledge and offerings in this space with the latest technology, processing techniques, and ingredients. In Singapore, our partnership with Temasek’s Nurasa resulted in the launch of ScaleUp Bio, which provides technological development and precision fermentation to existing and aspiring food-tech companies. This first-of-its-kind joint venture demonstrates ADM’s unique leadership position in delivering the next horizon of innovative, sustainable food production to meet consumers’ ever-evolving preferences.”
The Roadblocks
Technology is a double-edged sword in the food industry, and this is especially true when it comes to food. On the one hand, it has made many processes more efficient, making products easier to produce, store, and serve. This has also created an environment in which innovation is possible.
On the other hand, it has also opened up new problems, such as inefficiencies in the food system and safety concerns related to cross-contamination. Primarily, there are still consumers expressing concerns over the environmental impact of their consumption.
“With heightened concern for the environment and expectations from brands to align with their values, skepticism can often arise with sustainability claims that brands make in exchange for a premium price tag. In the Asia-Pacific region, only slightly more than half of the consumers trust environmental claims made by food (54%) and non-alcoholic drink brands (57%)3.”
However, it doesn’t mean it should halt innovation altogether.
“Brands can place sustainability at the core of their brand strategy and ensure that information on their environmental commitments is easily accessible and backed up with evidence for credibility. Manufacturers can trace the ingredients they use from farm to table and extend this information to garner consumer trust. In a globalized world, this can be challenging as ingredients can be sourced from a variety of locations for a single product, but the use of technology, such as QR codes and blockchain, can help trace products to their origin at the ingredient level.”
Embracing the Future of Food
Organizations like ADM, which continue to provide insights into the ever-evolving trend, provide manufacturers and other stakeholders with a comprehensive overview that can guide their business decisions and aims.
“The insights identified in ADM’s annual global consumer trends are fueling nutrition growth now and, in the future, seek to help manufacturers develop new innovations that are purpose-built to meet consumers’ needs and shifting lifestyle demand,” Chua shares.
She adds, “We are always looking to what’s next to be at the forefront of these ever-evolving consumer trends, supporting forward-looking brands in creating new and exciting offerings that meet the changing nutritional and wellness needs of consumers today. Our partners have access to our ever-expanding pantry of ingredients and solutions sourced from around the globe to bring tomorrow’s ideas to life, from initial concept to delivery of the finished product to market. Manufacturers can leverage our deep technical capabilities and expertise to give themselves an edge to produce food and beverage products that meet the rapidly evolving needs of consumers.”
1 FMCG Gurus, Meat & Plant-Based Report, 2022
3 FMCG Gurus, The Route to Sustainability, 2022
With insights from Susan Chua, Head of Market and Consumer Insights, Asia Pacific at ADM. She has over 20 years of experience in the field of Sensory Science, Consumer Insights and Market Intelligence. Having worked on global and regional initiatives for key FMCG clients, she is very familiar with the Flavor & Fragrances industry as well as the Food & Beverages industry.
Susan is passionate about understanding consumer behavior, decoding underlying motivations and taste preferences into actionable insights that drive product innovation. What she finds most exciting is transforming sensory and consumer voices into business opportunities, using insights to inform strategy, and delivering elevated customer solutions.
