Macro shift #2: Expanding definitions of health

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.”  Now let’s look at the second of our macro shifts on the Future Food 2025 foresights list... 

Macro shift #2: Expanding definitions of health 

This macro shift is about “health redefined,” where the approach to health moves from reactive to proactive and preventative healthcare. It comes as expectations of food heighten to help support a long and healthier lifespan.

A wider understanding of health will adopt everything from optimized and personalized precision in physical health to mental & spiritual health with mood altering food solutions. As people lean into life stages and the notion of health-spans becomes more pronounced, food renews as a medicine for life fueled by groundbreaking new technologies and science.

Evolving consumer preferences across Europe reveal a growing emotional complexity. According to Kantar Global Monitor (2023), 69% of Europeans place significant importance on actively taking steps to improve their mental well-being. Simultaneously, 3 in 4 European consumers are actively trying to improve their health. All the while, 87% of consumers in developed economies are interested in personalized health & wellness products & services.

The macro trend implications 

With this background, today’s health advice & action is delivered at a more generic level on a mass scale, with similar advice given to broad swathes of the population. As a result, consumers are beginning to become more attuned to the different benefits/properties of food and are starting to tailor diets in line with this.

Furthermore, the increased adoption of GLP-1 drugs will require nutrition optimized diets, to prevent micro & macro deficiencies and to mitigate side effects of the drug usage. Consumers taking GLP-1 medications say they make better choices when it comes to their eating and drinking habits according to new research produced by Kantar.

Currently, not all food choices are scientifically backed and are rarely grounded in personal data. However, with greater knowledge on our personal, biological health now accessible thanks to wearable technologies, great swathes of the population now have greater awareness, and are applying it through self management.

People are beginning to explore how to optimize their own well-being through healthier foods and more nutritionally balanced indulgent options. Consumers are empowered and we start to see the rise of consumer healthcare. Furthermore, they are looking to specific ingredients and benefits that offer added functionality to address long-term goals, such as cognitive enhancement, gut health and other benefits that support life stages.

In the longer term, this will result in the creation of indulgent products that contribute to the proactive maintenance of our health & wellbeing. Food choices will be selected at a molecular/biological level to optimize wellbeing & health. Furthermore, food properties can be altered at scale to tweak their benefits beyond naturally occurring nutrients. Therefore, we can imagine that all types of food can be used as a functional tool to help improve health for consumers.

Consumer insights research such as this, as well as other studies, provide the foundation for understanding the distinct needs of consumers, and enables Cargill to better innovate with you, our customers. To help foster co-creation, Cargill is applying its comprehensive portfolio of ingredients and deep applications expertise to better support consumers across all life stages; from early life nutrition through end of life nutrition. In this way, we are supporting active lifestyles, weight loss, and healthy aging.

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.

Some of the key trends we’re watching include:

• Rise in new health claims around immunity and digestion as one third of the global consumers suffer from digestive health problems and 63% of active consumers want to improve their digestive health in the next 12 months
• Holistic health for active consumers: category positioning is moving beyond protein and energy to active health claims supporting a balanced microbiome, ensuring better immunity and fitness in general. 

Let’s take the bakery category as an example. Here, baked goods are being revamped to suit specific diets. At the same time, low calorie options that maintain taste and meet nutritional needs without being overly processed are emerging. Even everyday favorites like fiber-enriched protein bars are now helping to support specific dietary needs. These types of solutions are ideal for active consumers looking to improve their digestive comfort with a tasty and convenient solution.

Furthermore, baked goods are now offering both indulgence and health benefits. By incorporating recognized wellness ingredients, they allow less-frequent treats like cakes and more regular items like bread to support health goals and longevity. 

Ways-in for on-trend food and beverages…

• Precision health decisions & diets: The future of healthcare: precise, personalized, data-driven. Individuals empowered by wearables and data for informed decisions.

• Increasingly ingredient oriented: The lines between food and pharma blur, as consumers seek real products for cognitive enhancement and life stage support.

• Altering mood with food: Substances altering mental states gain mainstream acceptance, as indulgence serves functional purposes in consumption.

Provocations for food and beverages…

• The end of appetites & cravings? With medical methods like GLP-1 appetite suppressors, will indulgences still appeal, and how will our tastes change?
• Waning popularity of ultra-processed food? Health awareness and regulations are encouraging consumers towards more label-friendly options. 
   

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.