The age of disruptive products is over, Rabobank report says

By: Trademagazin editor Date: 2023. 07. 06. 09:47

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While disruptive food products and brands attracted interest from food companies and funds from a variety of investors in the past, the appetite for these types of innovations seems to be waning, a new Rabobank Research report states.

Between 2010 and 2022, there was a 288% increase in the number of deals in consumer food innovation, researchers found. But many of the investors who participated in these funding rounds have paused similar investments in this sector in 2023. Compared to a year prior, deals through May 2023 are down 22%.

Innovation right now — and for the immediate future — is likely to be smaller changes or improvements made to existing products, the report states.

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