Trend 10: ‘Created’ food
It was at trade show SIAL Middle East in 2011, that Xavier Terlet, CEO of the global food industry consultants XTC World Innovation revealed: “50% of the products that will be sold in five years’ time will have to be ‘created’. He announced it as Al Ain Dairy’s cardamom-flavoured milk was crowned best new product.
“Today’s consumers are looking at the food products they buy from a whole new angle,” he says. “Technological innovation is important for the region’s food sector in order to face the challenge and exploit the opportunities it offers by adding value and differentiating products.
“In Europe or in North America for example, 50% of the products sold today in supermarkets did not exist five years ago.”
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