Supported by the European Union (EU), EIT Food is the world's largest food innovation community. Its mission is threefold: healthier lives through food, a net zero food system and a fair and resilient food system. Its Consumer Observatory is Europe's central hub for current and future consumer insights on agrifood topics. The general and consumer-specific trends, wild cards and weak signals identified by the Observatory provide the basis for this scenario work.

The work continues the 2024 exercise on futures of food consumption and the agrifood ecosystem in 2035 in Europe, this time with emphasis on technological advances, specifically on consumer acceptance of processed and functional food and of alternative proteins. In 2025, Insight Foresight Institute engaged the EIT Food community and a broader set of food and foresight experts in three online workshops. The participants made sense of how societal and consumer trends could interrelate, explored alternative scenarios of food consumption by 2035 and reflected on their implications for today's agrifood ecosystem and policy.

Scenarios are not predictions of the likely future, but they depict possible futures, even less likely ones. The narratives are written in the present tense, as if we were already in 2035. Two dimensions structured the work and ensured that each scenario was truly different:

• Acceptance of alternative proteins, covering both traditional alternative proteins for European markets (e.g. tofu, seitan, tempeh and molluscs) and novel ones (e.g. mycoprotein, cultivated meat, precision fermentation and insects).

• Acceptance of processed and functional food, which may be unhealthy or healthy, even highly functional with health benefits and tailored to individual needs.

Crossing the two dimensions gives four scenarios:

• Scenario 1: NATURAL AND LOCAL – Low in processing, low in alternatives

• Scenario 2: WHOLE-FOOD MOSAIC – Low in processing, high in alternatives

• Scenario 3: HIGH-TECH SAVOUR – High in processing, high in alternatives

• Scenario 4: CONVENIENT AND AFFORDABLE – High in processing, low in alternatives

Supported by the European Union (EU), EIT Food is the world’s largest food innovation community – its mission is three-fold aiming at healthier lives through food, a net zero food system and reducing risk for a fair and resilient food system. Its Consumer Observatory is Europe’s central hub for current and future consumer insights on agrifood topics. The observatory has identified general and consumer-specific trends and other driving forces, which were used as a starting point for this scenario work. During the summer and autumn 2024, Insight Foresight Institute organised online workshops to develop four alternative future scenarios and their implications to stakeholders.

Scenarios are not predictions of the likely future, but they depict possible futures. Exploring alternative scenarios helps to expand one’s own span of observation further towards the future, and to possible threats and opportunities that otherwise might not be in the immediate attention span, or just being excluded for being unlikely. While the scenarios often consist of a possible future state and the pathway from the present to that future, in this case, our narratives of the future (written in the present tense, as if we were already in the future) describe each a different day in 2035.

The work focuses on the futures of food consumption and the agrifood ecosystem in 2035 in Europe, specifically with regards to emerging technological opportunities for new products and retail experiences as well as to (un)sustainable and (un)healthy consumer choices. These dimensions provided a structure that ensured that each of the four scenarios was truly different:
• Scenario A: GREEN AND ME - A Day in European High-Tech Food Ecosystem in 2035
• Scenario B: FRUGAL AND LOCAL - A Day in European Localized Food Sector Driven by Community Values in 2035
• Scenario C: COST AND CONTROL - A Day in European Decayed Food Ecosystem Focused on Industrial Efficiency in 2035
• Scenario D: HIGHS AND LOWS - A Day in European Unequal High-Tech Food Ecosystem in 2035.
We conclude the paper by reflecting on the scenarios and their implications to decision-makers today.

4CF The Futures Literacy Company is a consultancy entirely focused on strategic foresight and long-term strategies. For nearly two decades, 4CF has been on the mission to help its clients prepare for an uncertain tomorrow. The Company has executed hundreds of projects for private companies, public institutions and international entities, including the European Commission and its agencies (EUDA, ENISA), FAO, UNFCCC, UNESCO, UNEP and UNDP. 4CF is at the forefront of global innovation, and actively contributes to the development of cutting-edge foresight tools, including 4CF HalnyX (Delphi platform), 4CF Sprawlr, 4CF FLEx.

Results for the working group Food are available at: http://foresight.cnr.it/working-groups/wg-food.html 

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