What role will organic food play in the eating habits of tomorrow? And more importantly: how can it lead that future? For the Dutch Ministry of Agriculture (LVVN), we conducted an in-depth trend study exploring how consumer eating behaviour is evolving – and how emerging consumer trends can drive demand for organic food in the years ahead.
We identified five key trends that define the future consumer landscape for organic:
- Technatural Health
Digital tools empower us to eat with ever more precision and personalisation, while the deep human longing for “real and natural” food remains strong. Organic can bridge both. - Eco-Optimism
From biodiversity to plant-based and pesticide-free: consumers seek food that contributes to a healthier planet and personal well-being. Organic can be their compass. - The Flavour Experience of Tomorrow
Taste is not static. Tomorrow’s palates are evolving, and organic products – with their untapped, authentic flavour promises – have the potential to be famous for great taste. - Click, Ping, Ready
Convenience is king – but needs to feel personal, flexible and aligned with our busy, fluid lives. Organic can play a bigger roal in fitting into modern lifestyles. - Future Brands
The strongest brands of the future will blend the credibility of certifications with bold, emotionally engaging identities. Organic must move from “approved” to “loved”.
Each trend is brought to life through AI-generated prototypes, offering vivid glimpses of what the organic future could look and feel like.
We also introduced the Trend Gym – an interactive section with provocations and exercises to help entrepreneurs translate insights into action. It’s not just about knowing the future, but shaping it.
This report is essential reading for anyone working in food who wants to stay ahead of the curve. And – it’s freely downloadable.
Created in collaboration with Schuttelaar & Partners.
