IFT2035: What’s Shaping the Future of Food? Insights from Porter Novelli’s Foresight Webinar
The future of food is coming fast—and it’s more complex, sensory, and innovative than ever. In our recent IFT2035 webinar, Porter Novelli’s Chief Innovation Officer, Sarah DaVanzo, and our Food & Nutrition team explored the major forces shaping what’s next for food, culture, and communication.
Food: Society’s Mirror and Test Kitchen for Innovation
Food isn’t just what’s for dinner—it’s a reflection of our identities, aspirations, and the issues we care about. As Sarah explained, food signals the values and trends that ripple out to other sectors. Clean eating led to clean beauty and fashion, while food’s focus on fermentation, gut health, and performance is now influencing everything from household products to tech.
The Rise of Industry 5.0 and Tech at the Table
We’re seeing a rapid convergence of AI, robotics, biotech, and smart packaging. Industry 5.0 means food is getting safer, fresher, and hyper-personalized, thanks to innovations like active packaging that keeps food fresh longer or wearables that can suggest foods to match your mood or health goals. These are trends that will soon touch every aisle and every brand.
Experience, Emotion, and the New Performance Foods
As our digital lives dull the senses, consumers are craving food experiences that go beyond taste, with texture and multisensory appeal taking center stage. “Mouthfeel” and texture are now driving satisfaction, especially as an aging population and new health habits change what people seek from food. Comfort and nostalgia (think “mommyfication” and slow-cooked classics) are surging—but so is a desire for “performance foods” that help with focus, mood, and even brain health.
Ingredients, Flavors, and the Upcycling Revolution
The ingredient landscape is evolving quickly. Plant-based proteins, upcycled foods, branded commodities, and condition-specific nutrition (like foods for focus or calm) are gaining ground. Watch for lavender, guava, tamarind, and other bold flavors to play a bigger role, and expect “future ceuticals” to influence everything from beauty to pet food.
Communication Innovation: The New Differentiator
As trends and technology accelerate, how brands communicate is as important as what they produce. New storytelling, fresh language, and influencer-driven campaigns are essential for building trust and relevance. Communication innovation is now as critical as product innovation in winning the hearts and minds of tomorrow’s consumers.
Looking Ahead
Demographic shifts, sustainability pressures, and technology will keep transforming the food industry through 2035 and beyond. The future will be more personalized, multi-sensory, and emotionally resonant—and brands that lead will be those that innovate both in the kitchen and in the conversation.
Want to learn how these trends could impact your business? Reach out to [email protected] or [email protected] for deeper insights and custom foresight.
