Macro shift #1: Seeking greater fulfillment & experiences

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, 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.

Inside the methodology behind Future Proof

When discussing the future, we look for patterns that traverse markets and societies at varying speeds. Our analysis begins with fundamental human needs, such as health and stability. While these needs remain relatively constant, the ways in which we meet them evolve. This is why we pay close attention to signals from the future, identifying patterns, trends, and changes. Examining these trends within a ten-year framework reveals significant macro forces at play: increasing climate effects, mass digitization, resource scarcity, and demographic shifts. These long-term changes influence how people meet their needs amid ongoing transformation. By understanding these macro trends, particularly in the food industry, we can prepare for emerging opportunities. Analyzing trends from different perspectives helps us comprehend why certain trends emerge and how long we have to act to capitalize on these opportunities. The foresights gleaned enable us to strategically position ourselves and our customers for future success. We are constantly monitoring change, and will be fully updating this list on a tri-annual basis.

Let’s look at the first of our macro shifts on the Future Food 2025 foresights list... 

Macro shift #1: Seeking greater fulfillment & experiences 

The way in which we each live our lives is changing. Socially, shifts in rhythms, lifestyles & expectations influence the way we live, work and as a result – how we eat. In a stressed society, well-being takes center stage, sparking demand for nutritious, functional foods, personalized diets & more mindful eating habits.

In the midst of everyday chaos, consumers are taking steps to soothe and secure their lives.

Consumers are seeking emotional fulfillment, entertainment, and memorable experiences through what they eat and drink. As a result, foods & beverages are taking on a more emotional role in society – serving as sources of joy, nostalgia, moments of luxury, and even personal expression.

Evolving consumer preferences across Europe reveal a growing emotional complexity. According to the Future Proof, two out of three Europeans now prioritize personal indulgence, with 70% (excluding the UK and Poland) saying that treating themselves to things that bring pleasure, comfort, or joy is extremely important. Simultaneously, 58% enjoy experimenting with new foods, and many actively seek out new experiences to enrich everyday routines – highlighting a dual desire for both comfort and discovery.

This emotional shift is further underscored by 55% of Europeans who now view escapism as extremely important. Regional nuances are striking: Southern Europeans, particularly in Italy and Spain, lead in their appetite for novelty and fun, while Germans show minimal interest in new experiences. Meanwhile, indulgent food is less sought in the UK (45%) and Poland (37%) compared to the European average of 71%. Notably, high-income Spaniards stand out for their strong intent to purchase premium products in the coming year (45% vs. 15% across the rest of Europe), signaling a clear opportunity for premium positioning in this market.

Ways-in for on-trend food and beverages…

• Unapologetically hedonistic: Embrace guilt-free indulgent food as essential for mental well-being.
• Comforting classics: In a volatile, uncertain, complex, and ambiguous world, consumers seek comfort in familiar flavors and ingredients from their past to feel more in control.
• Experiencing next-gen sensory: Consumers crave new tastes, textures, and tech-driven experiences, blurring digital, and physical realms.
• Seeking luxury: Involves democratizing access to affordable moments of delight, such as simple food treats, providing a sense of indulgence and enjoyment. 

Your foresights partner

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.

A recent example of this collaborative innovation is our work on the House of Chocolate supported by sensory analytics tools – a testament to how foresights can unlock bold, future-ready opportunities.

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