insights - November 2018 - 1
Publication of Sosland Publishing Company
Sponsored by INTL FCStone Inc.
Transformative Trends and
Technologies in Food
From farms to supermarkets, the food sector is undergoing a radical
transformation. New technologies, emerging business models and shifts
in consumer expectations are impacting the industry at an accelerated
pace. Companies are embracing the need for change, seeking smart
solutions to some of the industry's biggest challenges and working to
make a lasting imprint on the way we shop, cook, eat and produce food
for years to come. Here we look at seven areas of change that are set to
influence the future of food.
1 / RETAIL
The Omnichannel Dilemma
With e-commerce, meal kits, delivery and changing
expectations redefining retail, multiple-channel retailing
has become an essential strategy in an increasingly
competitive market. How we shop for food is rapidly
evolving and it's changing the face of food marketing.
In the future, shoppers will spend less time in
physical stores, making traditional touchpoints a thing
of the past. Retailers and manufacturers will invest
heavily - and creatively - to stay in front of a new kind
of consumer. Expect to see augmented reality, direct
offers from purveyors, pop-up events and other novel
marketing methods in this emerging digital grocery
The Power of the Microbrand
Consumers are coming to expect smarter, streamlined
solutions that offer an exceptional buying experience.
With niche, direct-to-consumer "microbrands" upending
sleepy categories ranging from mattresses to toothbrushes
to cookware, manufacturers must be ready to respond
with products that inspire trust and a cult-like following.
While start-ups and entrepreneurs have paved a path
for refreshing stale food categories, manufacturers of all
sizes will need to present their products in a new light to
prove their brand's worth.
2 / FOOD SAFETY
New technologies are set to bolster the food safety sector
by offering more efficient, collaborative and transparent
solutions for the supply chain. Cloud-based networking
systems like blockchain (a digitized ledger of recorded
transactions), as well as innovations including invisible,
edible bar codes, will provide growers, processors and
retailers immediate access to key information.
Developing technologies for the food space will gather
data, link players in the supply chain and speed up the
investigation of tainted food. Solutions like these have
the power to boost consumer confidence in our global