Macro shift #3: Dynamic rhythms of modern living

At Cargill, we believe that anticipating change is the key to driving future growth. That’s why we continuously track signals of change – bringing together a rich tapestry of perspectives. This range from statistical evidence across social, technological, economic, environmental, political and wellbeing shifts, to evolving consumer behaviors, cultural dynamics, category forecasts, market innovations, and digital insights from search and social media. We also listen closely to expert voices and customer perspectives.

By connecting these diverse signals, we help our customers make informed decisions today that will shape a more resilient and successful tomorrow.

Now we’re introducing Future Proof – your window into the future of food and beverage. This platform delivers “foresights for food,” spotlighting the trends that matter and the innovation required to meet them. Because the future isn’t static – it’s dynamic, fast-moving, and full of opportunity. 

The first in our list was “Macro shift #1: Seeking greater fulfillment & experiences.” followed by the second macro shift: “Macro shift #2: Expanding definitions of health.” followed by the second macro shift: “Macro shift #2: Expanding definitions of health.” Now let’s look at the third of our macro shifts on the Future Food 2025 foresights list... 

Macro shift #3: Dynamic rhythms of modern living 

This macro shift relates to how seismic disruptions to modern life, triggered by the pandemic, continue to shift consumer lifestyles.

2 in 3 European consumers say it’s extremely important to have the flexibility in life to do things they want at any time or place, while 78% say that living authenticity is extremely important to them (Kantar Global Monitor, 2023). 77% of Gen Z consumers and 83% of millennials report feeling “milestone anxiety” about not yet reaching societally expected life milestones & turn to alternative milestones instead (Relate, 2023).

Individuals increasingly prioritize a life that is autonomous, balanced & flexible, reshaping traditional notions of daily life rhythms across Europe. As people live asynchronically, traditional mealtimes are being disrupted. This is leading to snackified and transient eating patterns as the norm with new food preparation patterns to boot.

Individuals are also progressively re-writing traditional life timelines, which poses growth opportunities for businesses as new modern milestones are celebrated as authentically as traditional ones e.g. marriage or birthdays. Here, in response to milestone anxiety, consumers broaden the range of celebrations they indulge in. Everything from divorce parties, pet birthdays & post-acne treatment celebrations are up for grabs here as Millennials & Gen Z celebrate untraditional celebrations as much as they do traditional ones.

The macro trend implications 

With this background, we see that today’s consumers are actively seeking autonomy, balance, and flexibility in their daily lives. Having said that, products and services are still shifting to enable and facilitate this in their offerings.

Moving forward, this will mean that consumers will continue to prioritize flexibility and adaptability in their lifestyles and businesses that adapt & use technologies to react will win. It means that brands that provide a seamless omnichannel experiences in purchase and consumption will thrive in this landscape, but it’s no longer a USP but a means of survival.

Moving further into the future, it all means that new norms & expectations will emerge in reaction to the modern life rhythms. Society & businesses shift to acknowledge, accept & provide for the new, blended & flexible life rhythms as consumers embrace alternative lifestyles & food consumption as standard. New categories of emerge in reaction as well.
So how will our key driving forces shape this macro shift? Some of the key trends we’re watching include:

• Sustainability: A systemic rise in social consciousness brings sustainable products, diets & services to the forefront of lifestyle choices. Businesses are expected to both meet consumer needs & be sustainable simultaneously.
• Digital ubiquity: Digital technologies are fundamental to this shift’s momentum. Smart & hyper-connected technology creates a global network of data, able to support the breakneck speed our society operates in & shares cultural nuances across borders.
• Value: While value plays on the mind of consumers at all times, for many the priority is a food and indulgence choice that fits perfectly into their life.

So what does this all mean for your product development? At Cargill, our approach to innovation begins with foresights to anticipate future shifts, followed by trends to identify emerging patterns, research to validate opportunities, and insights to translate findings into actionable strategies that help our customers accelerate business growth.

Opportunities for food and beverages:

• New eating patterns & habits: Shifting work-home dynamics redefine eating habits. Traditional mealtimes fade as flexibility and personalization rise – snacks and liquid meals replace rigid schedules.

• The changing face of food preparation: As life evolves, kitchens adapt: smarter, personalized, and tailored to our lifestyles. Connected technologies streamline cooking for value-driven post-pandemic home chefs.

• New & evolving celebrations: As lifestyles shift, new celebratory customs expand the role of foods, manifesting in diverse moments digitally and out-of-home.
   

At Cargill, we’re continuously evolving our solutions and capabilities to stay ahead of long-term market dynamics and shifts – and we believe the best ideas are co-created. That’s why we engage in one-on-one conversations with our customers, turning insights into tailored, actionable strategies.

For more information about “Future Proof – Foresights for food,” contact your Cargill account manager.