What is a food megatrend?
A food megatrend refers to a significant and long-lasting shift in consumer behaviour, preferences, or attitude towards food consumption. By staying aware of food megatrends, the food and agriculture industry – and those seeking exposure to it – can adapt in response to evolving consumer preferences. This ensures their business remains competitive and viable in the ever-changing food consumption landscape.
What are examples of food megatrends?
Any change in food consumption habits over time can be classified as a megatrend. The most general megatrend in food is arguably increased per-capita calorie consumption – or, put another way, the fact that the average person across the world is eating more food. In 1970 the average person globally ate 2,373 calories per day, however this had risen to 2,772 calories per day by 2010, and is forecast to increase to 3,200 by 2080. Animal protein is also playing a greater role in global diets – average annual meat consumption per capita was 34.1kg in 2010 but is forecast to increase to 55.4kg by 2080. Both of these megatrends have been driven by increasing global incomes, particularly in regions outside Western Europe and North America.
What is the health megatrend?
The health megatrend encompasses a widespread shift towards consumers prioritising health and wellbeing in their diets. This has driven consumer demand for food products that – through their nutritional value – support the consumer’s physical, mental, and emotional wellbeing. These include lean proteins (such as fish and eggs), foods with high polyunsaturated fat content (such as olive oil, almonds and avocados) and foods with high antioxidant levels (such as blueberries and raspberries).