Macro shift #4: Consumers demanding more

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.” and and the third macro shift: “Macro shift#3: Dynamic rhythms of modern living.” Now let’s look at the fourth of our macro shifts on the Future Food 2025 foresights list...
 

Macro shift #4: Consumers demanding more 

This macro shift relates to how to meet the needs of tomorrow’s consumer, who is more demanding than ever. It is underpinned by values around environmentalism, internationalism, agility, and simplification.

Whether its borderless variety, ultra-convenience as standard or goods that have a net-positive reaction, consumers are no longer shouldering the burden alone & increasingly pass on their expectations to the companies serving them. Simultaneously, with increased global mobility as standard & the ability to “travel” through tech & social media, the world becomes smaller and more interconnected than ever. Cultural norms, habits, and expectations are shared across borders & international taste preferences become present domestically.

80% of European consumers say that it is important to try and experience other customs and culture, while 79% believe that business has the main responsibility to make the society fairer, compared to 75% of global consumers (Kantar Global Monitor, 2023). At the same time, “convenience” & “enjoyment” are the top trends driving consumers search for new snacks (Kantar Usage Data, MAT May 2023).
 

The shift trajectory

With this background, we see an increased demand for eco-friendly and ethically sourced products as consumers become more conscious of their environmental and social impact. At the same time, there’s growing expectation for seamless and convenient shopping experiences, with consumers valuing speed, accessibility, and personalized service.

As a result, companies are facing pressure to improve transparency and accountability in their supply chains, as consumers seek assurance that their purchases align with their values. All the while, technology is the real driving force of change, helping connect society at a surface/social level e.g. through social media but domestic differences remain distinct across Europe.

Moving forward, we can expect to see the expansion of borderless e-commerce platforms being facilitated by logistics and digital tech, offering global products. We can also see sustainability being integrated into product design and manufacturing, with companies innovating to reduce waste and emissions.

We further expect a rise of subscription-based models and product-as-a-service offerings, providing consumers with access to goods and services without the burden of ownership. All the while, the blurring of cultural boundaries & will intensify as global connectivity deepens, enabled by technology, leading to a more diverse and interconnected marketplace.

Further down the line, you can expect to see the emergence of circular economy practices, where products are designed for longevity, repairability, and recyclability, leading to a shift towards closed-loop production and consumption. This shift should lead to greater collaboration between companies, governments, and consumers to address systemic challenges such as climate change, inequality, and resource scarcity. Furthermore there will be a transformation of consumer culture towards one of shared responsibility and collective action to create a more sustainable and equitable future.
 

Shaping the macro shift

So how will our key driving forces shape this macro shift? Some of the key trends we’re watching include:

• Sustainability: Given the emphasis on products with a net-positive impact and the expectation of environmental responsibility, sustainability is the biggest demand among consumer nowadays.
• Digital ubiquity: Digital technologies focusing on integration, connectivity and convenience are fundamental enablers to new consumer expectations; sustainability, shared cultural nuances across borders & 24/7; 365 convenience.
• Value: While still important, the financial aspect is somewhat secondary to sustainability and digital ubiquity in this trend. However, value considerations still play a crucial role in ensuring affordability and accessibility for consumers. 

Opportunities for food and beverages:

• Extreme convenience culture: Advanced technology delivers 24/7 access to food and indulgences, expanding consumer touchpoints and purchase channels in today’s convenience-driven society.

• Expecting net-positive impact: Global sustainability demands companies bridge the value-action gap by delivering scalable solutions across environmental, social, and economic concerns.

• Championing roots & origins: Globalization fuels diverse tastes through social media, craving authentic international indulgences while valuing local expertise. 

   

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.