By: Grace Lee
Consumer demands have rapidly changed in the past few years – something that is most apparent in the food and agriculture industry.
Numerous factors have impacted the current shift in agricultural production,
including boosted efficiency and new regulations. However, a landmark study by the International Institute for Applied
Systems Analysis found that beyond these two factors, changing consumption patterns will determine the future landscape of agriculture.
Today, consumers are willing to pay a premium for their health
and the agricultural supply chain is heeding their call. As grocery stores, fresh markets, and food companies change their approach to meet the demands of health-savvy consumers, so too will the farms that
supply them.
Here are four growing health trends you should watch out for:
Organic Food
Fueled by the strong growth of online delivery and whole food stores, the demand for organic food has soared over the last few years. These fruits, grains, and vegetables are labeled organic as they’re grown
without synthetic pesticides or artificial fertilizers. Organic food also includes livestock and poultry raised without antibiotics and synthetic hormones.
A growing segment of organic food, however,
is grown using hydroponics and indoor farming methods, which use less water and soil than conventional, organic farming. In the U.S. alone, the rate of organic farming doubled from
2011 to 2016 despite the high cost of shifting from traditional farming methods.
Veganism
Vegan diets are said to reduce the risk of heart disease and other terminal illnesses, prevent diabetes, boost your mood, among many other benefits. Vegans consume plant-based food and are heavily reliant on
whole grains as a source of protein in the absence of meat.
Whole grains are often the base of many vegan meals, especially because they are easy and quick to make, thanks in large part to new and
efficient kitchen appliances. For example Chef Ji-Hyun Hall recommends innovative rice cookers that simplify the process of cooking whole grains. These types of
technological developments in the kitchen drive up the demand for the production of whole grains, as many people who are making plant-based food choices are starting to realize just how easy it is to get
sufficient amounts of protein, iron, fiber, and other nutrients as a vegan.
Meat Alternatives
There’s a growing consensus among health experts that excessive beef and pork consumption can cause a host of health problems. Aside from this, environmentally conscious consumers want to cut meat consumption
in a bid to help mitigate environmental problems associated with livestock farming. That’s why startups and food producers are finding new ways to come up with meat alternatives.
With the rise of
veganism also comes meat substitutes, and it’s one of the fastest growing segments in the plant-based market today. The cell-based meat market has now attracted numerous producers, including
the pioneer Impossible Foods and giant retail brands like Unilever, Tesco, and Nestle. However, there remains a huge portion of alternative meat markets that utilize non-plant produce like snails and crickets
as meat alternatives. Insect and snail farming have now become mainstream in supply chains across Asia and Australia.
Grass-fed Meat
Despite the rise of plant-based diets, meat consumption remains stable. But a growing trend suggests that consumers are willing to pay more for grass-fed livestock meat than grain-fed ones. Studies suggest that
grass-fed beef contains less total fat than grain-fed beef, but a lot more omega-3 fatty acids and CLA, which are both linked to health benefits.
Many consumers are also concerned with the well-being
of the livestock. Hence, despite the minor amount of added health benefits, there’s a growing demand for grass-fed beef. Today, half of the grass-fed beef consumed
in the U.S. is from Australia. As the demand continues to grow, more North American farmers will find it hard not to jump in on this opportunity.