Content index
This is the second chapter of AZTI’s EATrends, a guide that connects society, business, science, and technology to map out the future of food. Want to explore all the other trends? You’ll find them in the full EATrends report.
In a world where food has become a reflection of our social and environmental concerns, sustainable and healthy alternatives are gaining ground. The market is undergoing a major transformation, driven by a growing demand for products that are better “for me and for the planet.” Both consumers and companies are becoming increasingly aware of the need to reduce food waste and minimize the environmental impact of production.
This trend opens up enormous opportunities for innovation—but also raises key questions: How can we earn consumers’ trust? How do we strike the right balance between nutrition, sensory appeal, and sustainability?
Alternative foods are emerging on multiple fronts—from lab-grown developments to reformulated versions of familiar products. However, there are still hurdles to overcome before these innovations win over the mainstream market. Success will depend on overcoming barriers related to:
An interesting example comes from a study published in Food Quality and Preference: European consumers associate “upcycled” foods with concepts such as innovation (13.3%), recycling (11.3%), avoiding food waste (10.7%), and environmental benefit (9.9%). Clear signs that the story behind a product can be just as important as its formulation.
The research and development ecosystem is exploring multiple pathways to meet these expectations:
In short, it’s about giving a second life to what was once considered waste—and turning it into added value.
Growing public awareness about food waste is already translating into visible market innovations. Today, companies are experimenting with:
The search for sustainable and healthy alternatives is one of the key driving forces transforming the food industry. It shows that innovation is no longer just about feeding people—it’s also about promoting health, reducing environmental impact, and building trust with every bite.
Fill out the form and you will receive a link to download it in your email.
jQuery("#descarga-azti-form > div > label > input[type=text],#descarga-azti-form > div > label > input[type=email]").on('change', function(){ if(jQuery(this).val() != '') { jQuery(this).parent().addClass("has-content"); } else { jQuery(this).parent().removeClass("has-content"); } });
const privacidad = document.getElementById("azti-acepto-privacidad"); const comunicaciones = document.getElementById("azti-acepto-comunicaciones"); const enviar = document.getElementById('azti-enviar'); if(privacidad.checked && comunicaciones.checked) enviar.removeAttribute("disabled", ""); privacidad.addEventListener("click", function (event) { if(privacidad.checked && comunicaciones.checked) enviar.removeAttribute("disabled", ""); else enviar.setAttribute("disabled", ""); }, false); comunicaciones.addEventListener("click", function (event) { if(privacidad.checked && comunicaciones.checked) enviar.removeAttribute("disabled", ""); else enviar.setAttribute("disabled", ""); }, false);
