Food for Thought
– opportunities in a fast eating industry

How digital can food become? In future, will big data, health self-monitoring and data storage optimize our purchasing decisions? Will we choose what food to buy or will our digital-self decide? Possibilities for dynamic pricing and sharing economy will change the competitive set. Will stores be needed in 5 years and where will the competition take place? Food waste and obesity are two global threats that will shape the future of food. Can VR technology solve this problem?

This article, divided into two, aims at exploring challenges and opportunities we recognize for large FMCG companies in mature markets. This is the second Googol Insight on FMCG. In the first part, read it here, we recognized the new game plan on a changed and continuously developed market. This second part focuses on three opportunities to become more innovative.

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