Now in its 10th year, our unique five-country consumer survey is a guide to the long-term changes in consumer beliefs about food, nutrition and health. We have developed over the years a reliable way to explore with people what they’re eating, what they are avoiding and why – and this enables us to track long-term changes to discover what is emergent, what is changing, and what has stalled.

Understanding which consumer trends will be the most important – and which strategies you can use to create success for your business – is a super-power for food industry executives. This unique report is written to enable you and your colleagues to develop this super-power. This is the only report that tells you not just what the 10 most important long-term trends are, but also what your opportunities and challenges are going to be, and what you can do about them.

Failure is back! As economic challenges bite deeper over the next three-to-five years, a willingness to understand and learn from failures will become a super-power for food industry executives.  Even in economic good times, success with a new food product is very rare. In fact, failure is far more common than success, and most products sell on a niche basis with very few ever graduating into the mass market. The smartest people already know that if you study the reasons why food and beverage products fail, then you will learn how to succeed. Unsurprisingly, our failures reports, with their practical guidance on how to avoid the most common mistakes, are massively popular.