What’s on our plate? A structural transformation is taking place across the entire food value chain

The most profound structural change in the modern food economy to date is taking place. By 2035, fundamental changes in the way food is consumed, produced and sold will create a market worth around $3.1 trillion in innovative areas growing four times faster than the industry.
According to the latest report from PwC’s global strategy advisory business (Strategy&), the transformation is being driven by three defining trends: 

• the strengthening of a health-centered lifestyle,

• the demand for fast and convenient food delivery, and

• increasing climate risks – all of which are further enhanced by technological and AI-based innovations are accelerating. 

 These trends are completely reshaping the way food is produced and sold today. From alternative proteins and sustainable packaging to AI-powered shopping assistants, new solutions are emerging, and nearly 90% of this growth is driven by structural transformations; for example, waste-based substitution of scarce raw materials or the replacement of traditional proteins with alternative proteins. 

 Health boom: new consumer logic, new market winners 

The study predicts that by 2035 this global potential will be reflected across the entire value chain: an increase of $400 billion in food production, $680 billion in manufacturing, and $2,060 billion in the consumer segment is expected.