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The global food market is undergoing significant changes, as highlighted by food futurist Kia Hallaji. During his keynote presentation at Zespri’s Momentum conference in Tauranga, he discussed the emerging disparities in consumer choices related to nutrition and health. With a rise in chronic diseases, Hallaji emphasized the urgent focus on functional and nutritional foods.
Health Trends and Global Implications
Hallaji presented a sobering view of the future, forecasting that one-third of global deaths by 2030 will be attributed to chronic diseases. By 2050, for the first time in history, the elderly population is predicted to outnumber the young. In light of these dire health trends, there is a growing demand for specialized functional foods, which could be valued between US$800 billion and US$4 trillion by 2035.
Innovative Functional Products
An example of a functional product gaining traction in New Zealand is the Everee Woman range of collagen supplements. These products target specific stages of women’s health, addressing the needs of a diverse consumer base. Furthermore, this trend in functional nutrition is translating into technology, with wearable devices such as glucose monitors witnessing significant sales increases—especially in markets like China.
The Role of Technology in Nutrition
Technology is not just limited to health supplements; it is also transitioning into daily life management. Artificial Intelligence is increasingly being utilized to simplify everyday tasks, helping consumers manage thousands of decisions daily. For instance, smart fridges can autonomously order groceries, enhancing convenience and optimizing health choices.
The Digital Detox Movement
Interestingly, alongside these advancements, there is a growing movement advocating for less technology. Hallaji noted a spike in online searches for “digital detox,” suggesting that some consumers are looking for balance—seeking tech solutions while yearning for simpler, more natural nutrition options. This trend indicates a potential shift back towards whole foods and traditional dietary practices.
Consumer Awareness and Education
Andrea Vandergrift, Vice President of Produce at Costco and a panelist at the conference, remarked on the opportunity to educate consumers regarding the health benefits of fruits. She mentioned a remarkable increase in protein whey drink sales, which have doubled in volume, underscoring the importance of product taste in consumer choices.
Sustainability and Regenerative Agriculture
As the world confronts an anticipated temperature increase of 3.2°C by 2100—far beyond the Paris Accord’s 1.5°C target—regenerative agriculture is becoming a focal point. Consumers are encouraged to opt for products that go beyond mere sustainability, embracing a model that gives back to the environment more than it takes. The term “regenerative” is gaining traction as a vital element in consumer vocabulary.
Economic Factors and Consumer Behavior
Despite some indicators suggesting strong economic performance, many consumers are still feeling the crunch of rising food and energy costs. The emergence of the “proudly frugal” consumer group reflects this shift, showcasing a growing acceptance of frugality as a lifestyle choice, often celebrated through social media hashtags like “#frugalchic.” In contrast, there are those willing to pay a premium for high-quality, sustainable food products that offer lasting value.
In an increasingly unstable geopolitical landscape, “hyper-localism” has started to shape food supply chains, with countries taking protective measures surrounding specific products. For example, India’s recent ban on non-basmati white rice exports illustrates how regional self-sufficiency is becoming a priority. Furthermore, efforts by international leaders, including Canada’s Prime Minister Mark Carney, to foster partnerships in trade—particularly in food—reflect the ongoing evolution of the global food market.
