Sight and Life Magazine: Consumer Insights

Page 68

SIGHT AND L IFE | VOL. 34(1) | 2020

DESIGNING FUTURE-FIT FOOD

Designing Future-Fit Food Jade Bourne, Christian Hermansen NamZ Pte Ltd, Singapore Regina Moench-Pfanner ibn360 Pte Ltd, Singapore

Key messages > Our health and planet are paying the price for the

nization of the United Nations (FAO), globally 821 million consume insufficient calories.3 2) Overweight and obesity: Hunger paradoxically coexists with overweight and obesity, in the same country, and often even in the same household. As high-calorie, unhealthy diets are becoming more prevalent, body mass is increasing across the world; the World Health Organization (WHO) estimates that 2.1 billion adults are already overweight or obese4 (Figure 1).

current food system, which threatens food security through accelerated climate change.

> We can innovate ourselves out of our situation by designing foods that aim to provide a nutritionally complete diet and minimize environmental impact.

> Through Future-Fit Crops and nutritionally rich diets,

3) Micronutrient deficiencies: The FAO estimates that some 486 million people remain undernourished in Asia and the Pacific.6 Paradoxically, even overweight and obese people eating large amounts of food can, and do, suffer from micronutrient deficiencies.7–9 The reason for this is that many of the foods we eat today are calorie-rich and nutrient-poor, because of our heavy reliance on only a dozen crops.

we can counter the significant burdens of the current food system and contribute to healthier people, a healthier planet and a healthier economy.

“The global food system is becoming increasingly streamlined and has failed to provide global food and nutrition security” Living in the Nutritional Paradox The global food system is becoming increasingly streamlined in the pursuit of economies of scale, to the point that 75 percent of the world’s calories come from only 12 crops and five animals.1 This streamlining has failed to provide global food and nutrition security. We denote this failure as the Nutritional Paradox, and characterize it through four distinct burdens caused by the way the food system currently works: hunger, obesity, micronutrient deficiencies and the destruction of our planet. 1) Hunger, stunting and wasting: The world already produces enough food to feed 10 billion people,2 more than required for the population today, yet paradoxically many still go to bed hungry. According to the Food and Agriculture Orga-

4) Planet destruction: To cope with growing demand, the food industry directly and indirectly destroys the ecosystem that provides us with a stable food supply. Every second, one football pitch of forest is converted into agricultural land, yet we depend on forest for climate stability and preventing soil erosion.10 The world’s population is projected to reach 9.8 billion by 2050,11 and there is increasing awareness that the global food system needs radical change in order to feed the world diets that are both nutritious and sustainable.4 Environment and nutrition experts are increasing pressure on the food industry to change its practices. Future food product development will need to disrupt the status quo and innovate us out of our current situation. This article explores how food product development must go hand in hand with consumer behavior and planet-friendly agricultural practices in order to achieve the goal of improving the health of the people, planet and economy.

“Future food product development will need to disrupt the status quo and innovate us out of our current situation”

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Articles inside

Conference Reports Online

1min
page 170

Elevator Pitch Contest by Sight and Life

7min
pages 163-166

Book Review: Seduced by a Burger (Again

3min
pages 167-168

Promoting Maternal and Child Health through Beauty Parlors in Afghanistan

11min
pages 154-158

Salt Reduction in the Americas

9min
pages 144-148

Community Brand for Behavior Change

11min
pages 149-153

A Healthier Future in the Hands of Mumbai’s Underserved Communities

9min
pages 140-143

Frances Davidson (1942–2019

4min
pages 130-132

Remembering Dr John Hathcock

2min
page 127

The Bigger Picture

13min
pages 121-126

Field Reports

14min
pages 133-139

Coluthur Gopalan (1918–2019

4min
pages 128-129

Nutrition in Literature

11min
pages 116-120

Nudging the Next Billion

14min
pages 84-88

Behavior Analytics, Artifcial Intelligence and Digital Technologies

16min
pages 109-115

Demand Generation for Acute Malnutrition Treatment

10min
pages 105-108

Infographic Social & Behavior Change in Nutrition

6min
pages 95-96

Social Marketing to Sustainably Infuence Nutrition Behaviors

16min
pages 89-94

Branding for People Not Topics

12min
pages 74-78

The Global Alliance for Social and Behaviour Change

6min
pages 97-99

Research-Based Evidence

18min
pages 17-23

Nudging Diet Change for Health and Sustainability

15min
pages 56-60

Why Invest in Consumer Insights?

13min
pages 33-37

Food for Thought

8min
pages 13-16

Social Marketing to Promote Egg Consumption in Indonesia

25min
pages 24-32

Designing Future-Fit Food

14min
pages 68-73

Human-Centered Design and Innovative Research Methods for Healthcare

13min
pages 49-55

Four Ways Foods Claim to Be ‘Healthy

9min
pages 38-42
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