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Metalworks: 5 trends that will shape the Future of Food

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Download the PDF here: http://insights.metalworks.io/

A growing global population, decreasing livestock and lack of sustainable food sources calls for new solutions to feed the next billion within the next decade. Technologies are rapidly being developed to address food scarcity issues as well as our evolving relationship with the food we consume daily.

In this report, which you may share and distribute, we look at 5 trends that are shaping the food industry, including, restaurants, fast food and packaged goods. The report is a result of learnings from constant trend monitoring from our in-house technologists and researchers.

What's covered?
- Engineered Food
- Food Activism
- Experiential Food Concepts
- The Internet of Food
- Ready to Consume

The food industry and our relationship with food is changing, are you prepared to take advantage of what technology has to offer tomorrow?

Published in: Food
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Metalworks: 5 trends that will shape the Future of Food

  1. 1. Trends That will shape The future Of Food5
  2. 2. We are part of the world’s fastest growing media agency, maxus. Under the group M family and wpp group.
  3. 3. As the R&D Unit of Maxus… ! Metalworks sets the pace in innovation
  4. 4. The Metalworks Philosophy Empowerclientstoleanintochangethrough thecreativeuseoftechnology. JohnUnderkoffler,MinorityReportScienceAdvisoratTED2010 viaFlickr,SteveJurvetson
  5. 5. 1 Agrowingglobalpopulation,decreasing livestocksandlackofsustainablefoodsources callsfornewsolutionstofeedthenextbillion. Engineeredmeatuseslesswater,landandfuel toproduce:noveltythatwillsoonbeanecessity. ! Vegetarians/veganspractisingmeatlessdiets areconstantlylookingformorevarietyandbetter tastingfood.Withoutaclearmarketleaderinthe packagedfoodsegment,companieswhocan developedplant-basedfoodthatarehealthyand fasttopreparewillcapturethisgrowingmarket. ! Withagrowinggroupofgymgoersandcasual athletes,thesegmentwillcontinuetofuelthesales growthofsportsnutritionasmorewishtoagewell. Engineered Food impact
  6. 6. 1 Modern Meadow usesatissueengineering techniqueknownas‘biofabrication’togrowmeat frommusclecellsoflivestockinalab.Google’s co-founder,SergeyBrin,fundedaresearch that materialised into lab-grown beef. ! Hampton Creek andBeyond Meat creates plant-basedmeatalternativesthattastesjustas goodastherealthingwithoutusingeggs.Their productsaresoldinmajorsupermarkets. ! Fromantioxidant drinks toprobiotic soda to diabetic-friendly snacks,packaged performancefoodandpharmafoodsarefast emergingcategoriesthathaveemergedduetoa morehealthconsciouslifestyleandmorepeople sufferingfromearlyonsetofdiseases. Engineered Food Trend
  7. 7. Opportunity Engineered Food FoodBottakeshealthandfitnessdata fromyourwearabledevicesandcreates shakesbasedonyourbody’snutritional needs.View video example
  8. 8. 2 impact 1.3 billion tons of food is wasted each year worldwide.Scientistspredictthe extinctionofsalt-waterfishby2048dueto overfishing.ConcernsoverGMOfoodhas consumerscalledforgreatertransparencyon labelling.Technologyishelpingtoinformthe publiconthefoodweeatandrallythemfor changetotheburgeoningproblems.
 
 Brandshavetheopportunitytosupporta worthycausethatalignswithitsbrandvalues. Forexample,WholeFoods,asupermarket specialisinginorganicfoodintheUSA, supportedafamily of three’s challenge to eatwithabudgetmeantforfamiliesnear povertylevelusingonlyWholeFoodsproduce. Food activism
  9. 9. 2 Trend LeftoverSwap,anonlinemarketplacefor leftovers,allowsusersofthesamegeographic regiontotradeortakeleftoverfood.
 
 Sea to Table isaplatformthatconnect fishermenfromsmall-scalesustainable fisherieswithchefs.
 
 Fooducate isamobilegroceryapplicationthat helpsshoppersnavigatefoodlabelincluding listingGeneticallyModifiedOrganisms(GMO) ingredients.
 
 Tellspec isahand-heldelectronicdevicethat tellsyoutheallergens,chemicals,nutrients, calories,andingredientsinyourfood. Food Activism
  10. 10. Algramo’sautomatedvendingmachines allowsthepoorinruralLatinAmericatoaccess foodwithoutpayinghighpremiumschargedby localshops.View video example Opportunity Food activism
  11. 11. 3 Beyondnovelty,technologyishelpingF&B outletsimproveproductivity.Theupfront investmenttoembracethesetechnologiesare goingdownanditsincreasedcostsavingsare makingsensetobusinessownerswhooften struggletofillitsrankswithwaitstaff.
 
 Consumersarelookingforexperiencesand sharablemomentsthattheycancapture and share within their social circles. Restaurantsandcafesareplacinggreater emphasisandinvestmentonthedecorand presentationtostandoutfromtheirpeersand tapintowordofmouthmarketing. IMPACT experiential food concepts
  12. 12. 3 McDonaldsself-ordering kiosk intheUSA gainsapprovalfromcustomers.
 
 Drones being used as wait staff in Singaporebar,Timbre.Restaurant in China uses robots as wait staff tosaveonwage expenses.Robots by Momentum Machines, basedinSanFrancisco,USA,makes360 gourmetburgersperhour. Robotic chef prepares, cooks and washes.
 
 Guardian data-driven cafe hasbeenserving espressosinShoreditchLondonsince2013. Paper & Tea concept store inBerlin organisestealeavesbyoxidisationrate. Experiential food concepts trend
  13. 13. KDDI,atelecommunicationscompanyin Japan,connectedcouplesindifferentstatesin thesamerestaurantenvironmentduring Christmas.View video example Opportunity experiential food concepts
  14. 14. 4 impact Theconnectedhomeandsmartdeviceshas beenarecurringvisionamongconsumer electronicbrandsinthelastfewannual Consumer Electronic Show (CES) showcase.
 
 Smartandconnecteddeviceswillbecomea defactostandardforallelectronicdevicesin thenearfuture.Imaginehavingdevicesat homethatlearnaboutyourhabitsandadapt toyourneedsovertime. ! the internet of food
  15. 15. 4 Trend SITU andPrep Pad successfullyraisedits initialcapitalfromKickstartertoshipits connectedfoodscalethatmeasurescalorie, weightandnutrientsinfood.
 
 Pantelligent,asmartfryingpanwitha temperaturesensorconnectedtoa smartphoneapp,teachesusershowtocook.
 
 iGrill mini isapocketBlutooth-enabled thermometerwhichmeasuresthe temperatureofgrilledmeat.
 
 Samsung’s WIFI refrigerator connectedto itsSmartThings ecosystem,willhelpusers makeandreceivephonecallsaswellas transfersTVprogramsfromroomtokitchen. the internet of food
  16. 16. GEpartneredwithcrowdsourcing incubator,Quirky,tobacknewinnovators. Winner:Amilkjugthattellsyouwhen yourmilkwillgobad.View example Opportunity the internet of food
  17. 17. 5 impact Powderedalcoholsharespotential applicationstopowderedgreentea;asatype offlavouringfordessertsandconfectionery.
 
 Forretailers,foodwithlongershelflife representslessfoodwasteandfewer markdowns,therebyloweringcosts.Producers benefitfromincreasedmarketpotential throughexpandedgeographicalexportrange andshoppersbenefitfromextended consumptionperiods. 
 
 Beyondmakingfoodlookgoodandproducing foodinanyshapeandsize,3Dfoodprinters reducesthenumberofkitchenstaffpreparing largequantitiesatanygiventimeandgives foodcertaindesirableproperties.
 ready to consume
  18. 18. 5 Trend TheU.S.AlcoholandTobaccoTaxandTrade BureauhasapprovedPalcohol,apowdered alcoholproductthatusersmixwithliquid. Think instant cocktails.
 
 Frommoisture-seal covers for confectionery tonanotechnology packing plastic fordryfoodandperishables,foodgets extendedshelflifewithoutpreservatives.
 
 Riseoftechnology startups focusedonthe areaofprintingfooditemsfrompancakes to lollipops.Germany-basedBiozoon isalready creatingfoodmashthatmeltsinthemouthfor consumptionbyelderlyfolks. ready to consume
  19. 19. Hershey’schocolatesand3DSystemsunveils chocolateprinter,CocoJet3DPrinter
 View video example Opportunity ready to
 consume
  20. 20. FutureofRetail Welookat5trendsthatareshapingtheworldofbrick andmortarretail.Fromdataanalyticsinstoresto evolvingretailconceptsandmore. Download here ! FutureofAutomotive Welookat5trendsthatareshapingtheworldof automotiveandpersonaltransport.Fromdriverlesscars togesture-basedinterfacestonewbusinessmodels thatwouldnothavebeenpossibleadecadeago. Download here ! Access our downloadable report archive and get notified of new reports. get full access for free future trend reports
  21. 21. Our Clients
  22. 22. # MaxusGlobalispartofGroupM,the world’slargestmediainvestment managementgroupwhichbuysoverone thirdoftheworld’smediaeveryday.Maxus wassetupin2008totakeadvantageof theopportunitiescreatedbythedigitalage andtohelpitsclientsto‘leanintochange’ ! MaxusGlobalemploysover2,500people across55countriesin70agencies worldwideandistheworld’sfastest growingmedianetworkacrossthelastfive years(source:RECMA). ! Formoreinformationvisit: www.maxusglobal.com our parent company Maxus global
  23. 23. Nico Abbruzzese Global Director of Creative Technology, Metalworks by Maxus Tom kelshaw Director of Technology, Metalworks by Maxus
  24. 24. Metalworks 
 On the Web Website & Blog http://metalworks.maxusglobal.com ! YouTube MaxusMetalworks ! Twitter @MaxusMetalworks

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