The food industry is on the cusp of radical transformation, with 2025 set to be a pivotal year of disruption and reinvention, according to food futurologist Dr. Morgaine Gaye. Speaking at the Agri-Food Europe event, hosted by Expana in Amsterdam on February 26, Gaye outlined key trends shaping the Agri-Food sector.
Gaye identified recurring patterns of crisis over recent years:
- 2020: Crisis
- 2021-2023: Chaos
- 2024-2025: A second wave of disruption and transformation
- By 2027-2030, “the industry’s trajectory will become clearer, but in the meantime, uncertainty and rapid change will continue to dominate,” said Gaye.
According to Gaye, consumers are placing increasing importance on sustainability, yet global action remains decades behind. Food security concerns persist, with AI playing a growing role in managing supply chains across borders. Meanwhile, Brexit and the potential unravelling of the EU are contributing to a rise in protectionist policies and a shift toward localised production, she added.
Consumer priorities are evolving, favoring authenticity and comfort in food. The “browning of fruits” phenomenon illustrates a growing preference for natural imperfections over artificially perfect produce.
Hybrid lifestyles—blending indoor and outdoor experiences—are also shaping purchasing habits, while consumers are increasingly embracing everyday essentials over speciality products. There is a greater focus on resource efficiency and waste reduction.
“Waste is being redefined as wealth, with businesses viewing byproducts as new revenue streams,” Gaye noted.
Technology is driving advancements in food production, with innovations aimed at improving sustainability and efficiency.
Key developments include:
- 3D-printed food, offering potential for customised nutrition and waste reduction.
- Biodegradable packaging, explored as a way to decrease plastic use.
- Food made from waste materials, as companies look for ways to repurpose byproducts.
- Air protein, a Silicon Valley-backed innovation that uses CO₂, microbes, and water to create protein.
- Microalgae in food production, influencing both nutrition and colour trends (e.g., blue food colouring).
- Flat-pack pasta, introduced to improve storage and transport efficiency.
These developments reflect ongoing efforts to adapt food production to changing consumer and environmental demands, claims Gaye.
Environmental challenges are escalating, with farmers facing rising costs due to droughts and floods. Climate swings are expected to intensify, increasing the likelihood of climate refugees. Experts caution that “we don’t have as much time as we think” to address these crises.
Water scarcity is also emerging as a critical issue, with a growing global focus on access to clean and sustainable water sources.
AI is advancing rapidly, with greater automation and integration into daily life expected in the next 18 months to two years. AI-driven personal assistants and self-managing systems are becoming more prevalent, influencing multiple industries, including agri-food.
These developments raise important socio-economic considerations, particularly regarding employment as automation replaces traditional roles.
Discussions around the future of work include concerns about:
- The changing nature of jobs.
- AI’s increasing autonomy in decision-making.
- Whether economic models may need to adapt, including the potential introduction of a universal stipend for individuals affected by workforce shifts.
“This shift will have profound consequences,” Gaye suggested.
Health is increasingly viewed as a marker of status, with consumers prioritizing products that promote immunity and protection. Food branding is reflecting this shift by incorporating medical and pharmaceutical terminology, aligning with the growing demand for functional foods. One notable trend is the Ozempic effect, driven by the rising popularity of weight-loss drugs, which is influencing eating habits. According to Gaye, this shift presents “a massive market opportunity”, particularly for brands offering smaller meals and breakfast products that cater to changing consumer preferences.
“Textured foods are also gaining traction, with brands leveraging sensory experiences as a key selling point,” Gaye added. Younger generations are moving away from alcohol, while brands are shifting toward emotional marketing, selling experiences and feelings rather than just products.
Additionally, a new consumer mindset is emerging—one that values space and air, driving trends such as capsule living and minimalizm. Saudi Arabia’s The Line project exemplifies this shift in urban planning and lifestyle choices.
“Many food trends originate in Asia before gaining global traction,” Gaye noted. The UK, known for its adaptability, is quick to embrace international influences, driven by aspiration and a desire for upward mobility.
As Gaye puts it, “this year, all bets are off”—expect the unexpected.
Written by Fei Thompson, Expana
