This briefing paper presents four scenarios on the futures of food consumption and the agrifood ecosystem in Europe in 2035, prepared by Insight Foresight Institute for the EIT Food Consumer Observatory. The scenario work started from general and consumer-specific trends identified by the Observatory and was developed in a series of online expert workshops during the summer and autumn of 2024. Two dimensions structured the scenarios: emerging technological opportunities for new products and retail experiences, and (un)sustainable and (un)healthy consumer choices.
Each narrative is written in the present tense and portrays a day in 2035. Green and me describes a high-tech food ecosystem centred on personalised nutrition and sustainable choices, which pays little attention to inequality. Frugal and local describes a localised food sector driven by community values. Cost and control describes a decayed food ecosystem focused on industrial efficiency, and Highs and lows an unequal high-tech food ecosystem. Images generated with AI serve as artistic impressions of each scenario.
The paper closes with implications for today's decision-makers, among them guiding consumers towards One Health choices, mainstreaming precision nutrition, prioritising animal welfare, embracing soilless agriculture, empowering farmers and prosumer communities, managing high-tech risks and balancing global and local dynamics.
https://if-institute.org/futures-of-food-consumption-in-2035-in-europe-on-sustainability-health-and-technology
