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Decoding the future of food
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Decoding the future of food0The future of food is a fascinating subject and even more so because of concerns about appealing to consumers. The topic receives a lot of media attention: data and figures are circulated with the latest scientific and technical innovations are often presented as THE solution to feed the world, but there is a lack of critical perspective to help sort through these announcements and prophecies.The aim of this article is to divide the main challenges into four key themes: Will we be able to feed the world in 2050? Who will be making meals? Will food become our best medicine? How far will transparency go as it increasingly involves the entire system, from field to fork? Many start-ups and major groups have assessed future mutations and are already offering new products and services. But other very different innovations are still being tested in research centres and laboratories. To get to the market launch stage and beyond that to mass distribution, they must prove their efficiency and profitability and convince consumers. Don’t forget that consumers are more or less open to innovation and changes to eating
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Decoding the future of food0behaviours can take time. This social and anthropological dimension must be taken onboard.In this article, everything mentioned is real and already in development (or being researched) except the items in the “Elements for 2030” section, which are projections often based on real facts. This section, sometimes a little bit exaggerated, is specifically designed to generate a reaction. After all, the future of food will be what we (as consumers) want, the future we are looking for.
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Feeding 9.8 billion people in 2050: Alternative proteins?The kitchen of the future: digitally assisted home cooking or robots?Food and health: are customised products the future?Transparency, traceability and future imperatives
Decoding the future of food0
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1 Feeding 9.8 billion people in 2050: Alternative proteins?
8 Weak signal
9 Keyfigures
10 9.8 billion people in 2050: what will be the impact onfuturefooddemand?
11 Theriseofnewdiets
12 Environmentalconsequencesoffarming
13 Increasinglyrealisticsubstitutes
14 Newsourcesofalternativeproteins
21 Newproteinsbutinwhatform?
22 Elementsin2030scenarios
Summary
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Feeding 9.8 billion people in 2050: Alternative proteins?1Weak signal The American meat giant Tyson, Bill Gates, Richard Branson and Cargill have invested in the Californian start-up Memphis Meat which is announcing the market launch by 2021 of its chicken “grown” in a lab from stem cells.
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Feeding 9.8 billion people in 2050: Alternative proteins?1By2050,demandforfoodwillhaveincreasedbetween+32%and+48%accordingtodifferentdemographicandsocio-economicscenarios2
20litresofwaterarerequiredtoproduceabeefsteak(volumeoffreshwatercapturedinsurfacewaterandwatertablesneededtofeedtheanimals,plusirrigationforfoddercropsfortheanimalsandwaterusedtoprocessthemeat).4
Livestockfarmingisresponsiblefor14.5%ofgreenhousegasemissions. 5
2.5to10kgofplantproteinarerequiredtoproduce1kgofanimalprotein,dependingonthetypeofmeatandthefarmingmethod.6
+ 32% and + 48%
20 litres d’eau
Greenhouse gas
2,5 to 10 kg
29%ofIndians,14%ofBraziliansandBritish,7%ofGermansandCanadians,6%ofItalians,3.3%ofAmericansand3%ofFrenchsaytheyarevegetarian.3
Theworld’spopulationshouldgrowfrom7.6billionin2017to8.6billionin2030and9.8billionin2050,accordingtothelatestprojectionsfromtheUnitedNations.1
Vegetarian
Wrold’s population
Key figures
1 United Nations, World Po-pulation Prospects. The 2017 Revision. New York: United Nations, 2017, 53 p. https://esa.un.org/unpd/wpp/Publica-tions/Files/WPP2017_KeyFin-dings.pdf 2 Christophe Gouel & Houssein Guimbard, “Nutrition Transition and the Structure of Global Food Demand,” CEPII (Centre d’études pros-pectives et d’informations internationales) Working Paper, March 2017, 30 p. http://www.cepii.fr/PDF_PUB/wp/2017/wp2017-05.pdf 3 Vigie Alimentation 2018 Study, Paris: Futuribles, Sep-tember 2018, 194 p.4 INRA, «Fausse viande ou vrai éle-vage ? » dossier http://www.inra.fr/Chercheurs-etudiants/Systemes-agricoles/Tous-les-dossiers/Fausse-viande-ou-vrai-elevage 5 FAO6 INRA, «Fausse viande ou vrai éle-vage ? » dossier http://www.inra.fr/Chercheurs-etudiants/Systemes-agricoles/Tous-les-dossiers/Fausse-viande-ou-vrai-elevage
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Feeding 9.8 billion people in 2050: Alternative proteins?19.8 billion people in 2050: what will be the impact on future food demand?
According to the United Nations medium variant population projec-tions,therewillbe2.2billionmorepeoplelivingontheplanetin2050.Fooddemandthereforeshouldincreaseproportionallyorevenmorebecause,at the same time, food behaviours are changing. Most countries arealreadycommitted,atvariousstages, to initialnutritional transition.Thismeansdietswithahighercaloriecontent,lesscerealsandvegetablesandaboveall,replacingplantcalorieswithanimalcalories(meat,milk,eggs).Itistheresultofeconomicgrowthandchanginglifestylesassociatedwithurbanisationandfreertrade.MeatconsumptioninChinagrewfrom15kgperpersonperyearin1986to50kgin20167..Itisstillfarbehindthelevelsofconsumptionindevelopedcountries(97kgperpersonintheUS),butthesetrendsforecastaquickcatch-up.
So future food demand will depend on many factors beyond meredemographic growth: change in income (and income allocation), scaleandpaceofnutritionaltransition,etc.Accordingtoalternativescenariosbased on SSPs (Shared Socio-economic Pathways) used in many fore-castsincludingthoseoftheGIEConclimatechange,theincreasewouldbebetween32%and48%between2010and2050:
7 OCDE Data, Meat Consump-tion https://data.oecd.org/agroutput/meat-consump-tion.htm
8 Christophe Gouel & Hous-sein Guimbard, “Nutrition Transition and the Structure of Global Food Demand”, CEPII (Centre d’études prospectives et d’informations internatio-nales) Working Paper, March 2017, 30 p. http://www.cepii.fr/PDF_PUB/wp/2017/wp2017-05.pdf
SSP3Fragmentation
Scénariotendanciel
SSP2MiddleoftheRoad
SSP4Inequality
SSP5Conventionaldevelopment
SSP1Sustainability
0 10 20 30 40 50 60
48
46
40,8
35,5
35,4
31,8
Change in food demand between 2010-2050 (%)
Source:CEPII8
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Feeding 9.8 billion people in 2050: Alternative proteins?1Fromamoreexaggeratedyet informativeangle,calculationsshowthatprotein demand would increase by 78% if the entire population of 2050reached the higher consumption levels observed today in developedcountries.Onthecontrary,itwoulddropby13%iftheentirepopulationwashappywiththenecessaryintakeforasedentaryadult(2,000caloriesadayincluding10%protein)9.
The future evolution of eating behaviours, particularly the amount ofanimalproteinonplates,iskeytothefuturefoodequation.Willemerginganddevelopingcountries,especiallythemostpopulatedlikeChina,India,IndonesiaandSub-SaharanAfricancountries,followtheWesternmodel?
9 HENCHION Maeve et alii. “Future Protein Supply and Demand: Strategies and Factors Influencing a Sus-tainable Equilibrium,” Foods, 2017, vol.6, n°53. URL: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5532560/pdf/foods-06-00053.pdf
The rise of new dietsFor now, geographic and cultural differences put the universal tran-
sition theory into perspective. India in particular, with 29% vegetarians(essentiallyforreligiousandpoliticalreasons),doesnotfollowthispattern.Japan’s figures for meat consumption are far lower than its economicdevelopment(36kgperpersonperyear),howeverithasahighleveloffishconsumption.Brazilianseatfarmoresteakandchickenthan10yearsago,butit’stheoppositeforthepopulationofNigeria.
Inthefuture,alinearchangeisnotthereforethemostprobable,espe-ciallyas themiddleandupperurbanclasses inemergingcountriesareadoptingnewlifestylesfaster, lifestylescirculatedgloballybythemedia,socialmediaandinternationaltravel.Today,affluentMillennialsinBeijingandShanghaiwant to reduce theirmeatconsumptionandtheChinesegovernmenthasencouragedthepopulationtoreduceitbyhalf,forpublichealthreasons.Similarly,theactivismoforganisationsinBrazilwouldindi-catethatvegetarianismisbecomingmorepopular.
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Feeding 9.8 billion people in 2050: Alternative proteins?1Diets that exclude some - even all - animal products have witnessedincreasedinterestindevelopedcountriesoverthelastfewyears.Thenum-berofvegetarians(whodonoteatmeatorfish)maystillbelowandthatofvegans(whorefuseanyproductofanimaloriginincludingdairy,eggsorevenhoney)stillmarginal,butgrowthhasbeenobservedinmanycoun-tries.Furthermore,thesedietsconcernahigherproportionofyoungpeoplewhichwouldindicatethattherecouldbechangeslinkedtogenerationaltransition.Thenumberofflexitarians(peoplewhoreduceorlimittheirmeatconsumption)hasreachedathirdofconsumersinseveralcountries.Ani-malwelfareandethicsaregenerallymentionedasthemainmotivationsforvegetarians,alongwiththeenvironmentalimpactofanimalfarming.
Environmental consequences of farmingFarmingmethodsareveryvariedaroundtheworld,fromtheAmerican
feedlots,wherebeefarequicklyfattenedinpenswithcorn,toextensiveherding in Argentina and mountain pastures in France. Environmentalimpactsarethereforejustasvaried.TheFAOestimatesthatlivestockfar-mingproduces14.5%oftheworld’sGHGemissions,takingintoaccounttheproductionofcattlefodder,processing,transport,etc.Ontheotherhand,livestockfarmingcontributestothestorageandmaintenanceofahugecarbonpoolinsoilsthankstotheprairies,whichpartlyoffsetstheseemis-sions.
Inacontextoftheworld’sincreasingfooddemands,animalfarmingiscontroversial because the yield from the animals’ plant transformationisgenerallylow.However,livestockalsoeatplantsthatmandoesnoteatdirectlylikegrassandcropresidue.Whattheyeat(grass,soya,rapeseedand sunflower cake, cereals, co-products, etc.) therefore changes thisyield.
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Feeding 9.8 billion people in 2050: Alternative proteins?1Quantities of plant protein required to produce 1kg of animal protein
Kgofprotein (incl.grass)
Kgofprotein also eaten by people
chiken 2,7 2,1
pork 3,3 2,6
beef 9,9 0,9 to 3
Source:Huygue,201510
Industrialfarmingisalsooneofthecausesofdeforestationbysoyafar-mersinSouthAmericathatisthreateningtheAmazonrainforest.
10 Huygue Christian, Pro-téines végétales protéines animales : une équation à multiples inconnues. Colloque Bioéconomie 2020/2050, INRA, 9/10 June 2015.
Increasingly realistic substitutesAnimalproductsubstituteshavebeendevelopedoverthelastfewyearsandaregettingcloserandclosertotheoriginals.Wearecurrentlyapproa-ching the third generation of meat substitutes; the first comprised pro-ductsverydistant fromthereal thing, fromAsianculinarytraditions, liketofuandseitan.Originallyonlyavailablefromspecialisedstores,theyweremostly eaten by vegetarians. The second generation involved productsimitatingtheshapeofmeatlikevegetarianmeatballs,sausagesorsteaksmadefromsoyathatcanbefoundinmostsupermarketstoday.Thethirdgeneration of meat substitutes arrived in 2013. It involves products thataretryingtoreplicatemeatascloselyaspossibleintermsofshapeandalsoflavourandtexture,tothepointwhereconfusionispossible(certainfoodcriticsweremistakenduring theblind tests). The resultofextensiveR&Dprojects,theyaremadewithtexturedplantproteinsusingtheproteinextrusiontechnique.Theycanbecookedlikemeatandusedinthesamerecipes. These products were designed for flexitarians primarily as theyrequirenochangetotheirdietsandareeasytouse.Thereweredevelopedby start-ups like Beyond Meat and Impossible Foods which raised hun-dredsofmillionsofdollarsfrominvestorslikeBillGatesorGoogleandaretodaysoldinsupermarketsandrestaurantsintheUnitedStates,Canada,theUnitedKingdomandtheNetherlands.
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Feeding 9.8 billion people in 2050: Alternative proteins?1Thesubstitutionmovementhasextendedtodairyproducts(alternativestomilk,yoghurt,butterandcheesemadewithalmond,soya,coconut,rice,quinoa,hemp,lupin,pea,etc.)andeggs,andisstartingtoembracesea-food(fish,crab,prawns).Thenutritionalcompositionofthesesubstitutes(protein,calcium,aminoacidcontent,etc.)maynotbecomparabletotheoriginal products, but they are nevertheless continually increasing theirmarketshare.Andtheydonotonlyconcerndevelopedcountries.Severalstart-upshaveappearedinemergingcountries:BrazilandChinaandalsoIndia.
New sources of alternative proteins To meet growing food demand and to reduce the negative environ-
mentalimpactoflivestockfarmingandsolvetheissueofanimalwelfare,newalternativesourcesofproteinarecurrentlybeingexplored.Seaweed,algae, insects, in vitro meat or cellular farming, not forgetting the hugediversity of plant proteins...each has its advantages and disadvantagesandtheirpotentialremainstobeseen.
- Microalgae
Aroundtwentyvarietiesofmicroalgaearegrownthroughouttheworld,halfinAsia(inFrance,only4areauthorisedforhumanconsumption:spiru-lina,odontella,chlorellaandTetraselmischui).Theyareinterestingbecauseoftheirhighproteincontent(spirulinahas60to70%comparedto40%forsoyaandaround30%forbeef)butalsotheirvitamin,mineralandaminoacidcontent.
interesting pigmentsPhycocyanin,
Beta-carotene,chlorophyllz
amino acids
(including8essential)
source Algae Natural Food http ://www.algae- natural-food.com/produits/
9 70%3vitamins
A-B1-B2-B3-B6-B8-B9-B12-E…
proteinsdigestible
bythehumanbody
mineralsiron,magnesium,
calcium
Nutritional content of spirulina :
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Feeding 9.8 billion people in 2050: Alternative proteins?1Theadvantageisthattheirproduction(growninopenorclosedpoolsorinphotobioreactorsorfermenterstoincreaseproductivity)doesnotmeantheyarecompetingforfarmlandandtheygrowveryfast.
Unlike in Asia, microalgae is not part of the Western culinary repertoire,butconsumers inthesecountriesareprettyopentothe ideaandcom-binethemwithahealthydiet.However,theyarenotwithouthealthrisks.InFrancetheANSES(NationalFoodSafetyAgency)highlightsthatproductscontainingspirulinamaybecontaminatedbycyanotoxinsorbacteriaandrecommendusingwell-controlledsupplychannels.Furthermore,thepro-ductionofmicroalgaerequiresalotofenergytoheatthegrowingpools
source stockfood
IntheWest,microalgaewas,untilrecently,mainly sold in specialised stores as pills,powders or sprinkles to add to food. Theyare becoming increasingly used as aningredientintheformofapowdertoaddtofoodlikepasta,biscuits,drinks,snacksanddesserts. They are beginning to be usedto make substitutes for meat (seaweedbacon,spirulinaburgers),eggs(inmayon-naise-typesauces)andevenseafood(fauxsalmon,prawnsandcaviar).
Fruits & seaweeds drink – Ino, Algo
Vegan burger
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Feeding 9.8 billion people in 2050: Alternative proteins?1andforharvestinganddrying,whichreducestheenvironmentaladvan-tageof theseproteins. Finally,productioncostsarestillhighand invest-mentssignificant.
Sale price of spirulina and chlorella by production zone (price/kg)
120 €
40 €
80 €
0 €
100 €
20 €
60€
GreatBritain Europe USA Asie
spirulina chlorella
source D&Consultants Study Report – December 2017 http ://www.bretagne.bzh/upload/docs/application/pdf/2018-05/letude_sur_les_microalgues.pdf
- Insects
Thereareover2,000ediblespeciesintheworldandtwobillionpeople(essentially in Asia, Latin America and Africa) incorporate them in theirdietbeitoccasionally(somebecauseoffamine,othersasaluxurydish)or regularly. Insects also offer nutritional advantages. Mealworms andcricketsareonequalfootingwithmeatintermsofproteinandcanhaveahigh lipidcontent(particularlyessential fattyacids).Theyarealsorichinomega6,vitaminsB2andAandiron.Severalhundredstart-upsaroundtheworld(particularlyinNorthAmerica)launchedinsect-basedproductsintheearly2010sandofferthemwhole(asasnack)orprocessedasflourand incorporated insnacks,biscuits,energybars,pastaandalsobread.Theproportionofinsectproteinisthereforequitelow.Morerecently,theyhavebeenlaunchedonthemarketinafewcountriesasanalternativetomeatintheshapeofsteaksforburgersormeatballs.
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Feeding 9.8 billion people in 2050: Alternative proteins?1time,likecaterpillarsinBurkina-Faso,silkwormsinChina,antsinColumbiaandwaterbeetlesinMexico,thequestionofacceptabilityisalsorelevant;withurbanisationandeconomicdevelopment,youngergenerationstendtomoveawayfromtraditionalpractices.
Insectsareoftenhighlightedfortheirenvironmentaladvantagescom-pared to livestock farming because during their lifetime, they generatevery littlegreenhousegas,consume littlewaterandtheirsmallsizeandfastgrowthhelpseconomiseonland.Howeverhereagain,analysisoftheentire life cycle of industrial insect farming puts these advantages intoperspective.Dependingontheseasonandthelocationofthesefarms,thebuildingsneedtobeheatedorairconditionedandtheairmustberegu-larlyrefreshed.Furthermore,processinginsectsintoflourrequiresseveralstages(cleaning,bleaching,cooking,pressing,drying,crushing)thatareenergy intensive. Their importancealsodependsonhowtheyare fed; iftheyaregivenarawmaterialthatcanbedirectlyeatenbypeople,thenitisloworzero.However,ifwecanfeedthemwithfoodwasteorfarmingandfoodindustryco-products,theinitiativebecomesmorevirtuous.Butthatpresentsfoodsafetyconcerns.Edibleinsectscontainsimilarallergenstoshellfishandcanbecontaminatedbyparasites,bacteriaorfungi.
Insectsmaybeaninterestingdirectionforanimalfeed,forexampletoreplace fishmeal used in aquaculture which consumes one third of theworld’sfishingvolumes,andalsosoya,whichisoftenimported.Inthisvein,insect biorefineries have been built recently in South Africa, the UnitedStates,theNetherlandsandalsoFrance.Butoneofthemajorchallengesisreducingproductioncosts.
Insects burger – Les Fruits de Terre
For themoment,Westernconsu-mers seem rather averse to theideaofeatingsomethingthatis,foralotofpeople,morerepulsivethanappealing.This reluctancereducesa little when the insect is not visible, but even people ready to try theproduct “at least once” are notplanning to include insects in theireveryday diet. In countries whereinsectshavebeeneatenfora long
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Feeding 9.8 billion people in 2050: Alternative proteins?1- Lab-grown meat
In1936,WinstonChurchillpredictedthat“infiftyyears,weshallescapetheabsurdityofgrowingawholechickeninordertoeatthebreastorwingby growing these parts separately under a suitable medium.” Syntheticbiologyadvancesarenotfarfrommakingthispredictionpossible.In2013,scientistsatMasstrichtUniversityunderProf.MarkPostmanagedtogrowcow muscle cells in Petri dishes with a sufficiently rich culture mediumtoenablethemtomultiply(withhormones,growthfactors,foetalbovineserum,antibioticsand fungicides). Theproliferationof stemcellshelpedgeneratemusclefibres,notyetstrictlyspeakingmeat,whichisamusclecombiningorganisedfibres,bloodvessels,nerves,connectivetissueandfatcells.Furthermore,productioncosts(correspondingtoseveralyearsofresearch)wereprohibitive.
Several start-upshaveexplored this route,oneof themostadvancedbeingCalifornianMemphisMeatswhichannounced inJanuary2016 thesuccessful laboratory production of a beef meatball and, in March 2017,duckandchicken.Ithasfoundasolutionthatdispenseswithfoetalbovineserum,untilnowrequiredforgrowinginvitrocells(veryexpensiveandincontradictiontotheideaofnotusinglivestock).
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Feeding 9.8 billion people in 2050: Alternative proteins?1
InIsrael,AlephFarmssaysitiscapableofreproducingthestructureofmeatbyusing3Dtechnologytocreatetissuemorecomplexthanitscom-petitors. MosaMeat, a Dutch company working on Mark Post’s research,affirmsthatithasdrasticallyreducedproductioncostsforitsbeefburger.InJapan, Intergriculture,supportedbythegovernment, isworkingonanalternativetofoiegras.Mostofthesestart-upsenvisageamarketlaunchfortheirproductsby2021,iftheyreceiveauthorisationfromthecompetentauthoritiesinthecountriesconcerned.Theseartificialmeatswillprobablyfirstbe tested inhigh-end restaurantsbeforebeingmorebroadlyavai-lable.
Lab-grownmeatmay liberate farmlandandavoidslaughtering lives-tock, but its environmental impact is not really understood yet (waterconsumption,greenhousegasemissionsfromindustrialproduction).Mostimportantly,consumerattitudestowhatisperceivedas“unnatural”maycomplicatedistributionofthisinnovation,evenifculturaldifferencewillnodoubthavearoletoplay:only7%ofFrenchconsumerssaytheyareinte-restedbyeatingculturedmeat,16%ofUKconsumers,18%ofGermans,but34%ofMiddleEastresidentsandasmuchas43%ofChinesepeople(Kan-tarTNS,FOOD360™2018).
Synthetic biology is also used by start-ups to produce alternatives tomilkandeggs.Thegeneforagivenprotein is identifiedandcloned inamicro-organismlikeyeastwhichthenproducesitthroughaprocesssimi-lartobeerfermentation.ThistechniqueusesCRISPRgeneticprintingtoolsbut the products obtained are not considered to be GMOs (geneticallymodifiedorganisms).However,consumerswillprobablyassociatedthemwithGMOs.
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Feeding 9.8 billion people in 2050: Alternative proteins?1- Plant proteins
Plantproteinsareasourceofinnovationthatisstillfarfrombeingcom-pletelyexplored.Beyondsoyawhichisalreadyheavilyemployedtomanu-facturefauxsteaks,sausagesandnuggets,peas,chickpeas,hemp,lupin,rapeseed and many other plants, available locally depending on theregion,arecurrentlythesubjectofresearchprogrammestodevelopnewrangesoffoodproducts.
Tereos forexample, the leadingFrenchsugargroup,presented in2017its SautéVégétalwhichcombineswheatandchickpeasand resembleschicken pieces.
Beyondtheirproteincontent,pulses(lentils,chickpeas,peas,beans,etc.)are interestingenvironmentallybecause theycapturenitrogen fromtheairandenrich thesoil, helping reduce theuseof fertiliserand thereforegreenhousegasemissions.
Everytypeofplantproteinhasitsadvantagesintermsofflavour,textureandnutritionalprofile,sotheywillbeincreasinglycombinedtogether,par-ticularlycerealsandpulsesthatcomplementeachotherwell.
Inaddition,manyplantscanprovideprotein,ifitcanbeextractedandpurified. Current research includes Rubisco (a protein extracted fromvegetable waste), Lemna or duckweed (grown in pools like microalgae),Moringa,proteinsfromvariousmushroomvarieties,etc.Forallthesealter-natives,theconcerniswhethertheirproductiononanindustrialscalewillbeeconomicallyprofitableand if their tastewillbeacceptedbyconsu-mers.
Grilled chickpeas – Chiche
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Feeding 9.8 billion people in 2050: Alternative proteins?1New proteins but in what form?
Overthelastfewyears,hugesumshavebeeninvestedinresearchingalternativestoanimalproductstosolvetheequationoffuturefoodsafetyandtonolongerhavetofarmandslaughteranimals.Certainalternativesarealreadyonthemarket,othersareinthepipeline.Inanyevent,toavoidbeingnicheproductstheymustbefinanciallyaccessible,provetheirenvi-ronmentaladvantageandnotbetoodistantfromconsumerfoodhabits.
Another concern is how they these alternatives will be eaten, in whatform.Forsome,substitutesrealisticallyimitatingmeatorfishdonotrepre-sentatransitiontowardsamoreplant-baseddietwherewewouldnolon-gerneed these references.Vegetariansarealready successfullybalan-cingtheirmeals,findingcombinationsthatexistintraditionaldishesfromIndian(lentilsandriceindhal)andMediterraneandiets(bulgurwheatandchickpeasincouscous).Thistransitioncanalsohappenbyincreasingani-malproteinandplantproteinhybrids(forexamplesausagesmadewithporkandchickpeas).
Butalongsidechanging foodmodels, the timededicated toeverydaycookingisfallinginmanycountries,asisthedurationofmeals.Mealsareincreasinglyreplacedbysnackswhichneednopreparationandcanbeeatenwhilstdoingsomethingelse (commuting, forexample).Theriseofsnacking,whichvariesgreatlydependingonthecountry,mustthereforeleadtoalternativestoanimalproteinsinthefuturewithradicallynewpro-ducts.Liquidmealsubstitutesorbarsarebeginningtobedeveloped,likeSoylentintheUnitedStatesorFeed,VitalineorSmealinFrance.Otherinno-vationsinvariousformsthatcombinetaste,texture,proteincontentaswellas nutrients and vitamins are expected: bites, sticks, powders to add tosmoothiesorotherdrinks,flourstomakecakesorpasta,sprinklestosprin-kleondishes,etc.
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Feeding 9.8 billion people in 2050: Alternative proteins?1Elements in 2030 scenariosThere is not just one consumer; there are many consumer profiles. Each one represents one or rather several alternatives in different forms:
• A very sporty person who controls their nutritional intake everyday will focus more on protein powders to make drinks (like smoothies / milk-shakes) by alternating or mixing different proteins (peas, chlorella, insects, etc.) or possibly tailored to his own specific nutritional requirements.
• A hearty eater who is flexitarian will opt for faux meat cooked rare or very realistic sausages, presented in traditional dishes (sauerkraut, burgers, etc.).
• A vegetarian cooking fan will make his own pulse steaks or almond milks, coconut yoghurts and other items.
• A gourmet flexitarian will opt for spending more on real, pure-bred meat certified by a quality label, from a specific place, possibly aged, that he will save for special occasions.
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Feeding 9.8 billion people in 2050: Alternative proteins?1Eléments de scénarios à l’horizon 2030Differences between countries (cultural, regulatory, farming resources, etc.) must also be taken into account. We can imagine that in 2030:
• In vitro meat will be authorised in some countries (China, Israel, United States) but not all, like GMOs today
• In one of these countries (China for example), it will be so widespread that, conversely, “traditionally” farmed products will have a “not in vitro” or “natural meat” label to help consumers distinguish between the two
• In a Scandinavian country, the government will have introduced a tax on red meat to reduce consumption (so the inhabitants of this country import it secretly from neighbouring countries and cross-border traffic will develop)
• In another European country, the minister for sustainable development will have imposed a red meat ration card, limiting consumption to 500 grams per person per month and every citizen must present the card when buying meat at a supermarket, butchers, restaurant or canteen (which will lead to the appearance of clandestine meat restaurants like speakeasies under American prohibition).
• In Africa, edible insect farms will be developed along with processing tools for flour and food, to improve food safety
• In Asia, microalgae production on rooftops will develop in major cities. Spirulina noodles served with vegetables or in soups will be sold on street food stalls.
• In Ireland, France, Spain, Italy, Australia and New Zealand, we will be able to buy carbon neutral meat (the GHG emissions will be reduced as far as possible and what remains will be offset by tree plantings, etc.).
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The kitchen of the future: digitally assisted home cooking or robots?
25 Weak signal
26 Keyfigures
27 Introduction
28 Diet coach apps
29 Increasinglysmartdomesticappliances
30 3Dprinting:thefuturemicrowave?
31 Servicesincludingingredientorready-mealdelivery
32 Thearrivalofartificialintelligence
33 Robotstakebarsandrestaurantsbystorm
35 Theobstacleofpersonaldata
36 Elementsin2030scenarios
Summary
2
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Weak signalRestaurant employees in Las Vegas casinos threatened to strike to expose their progressive replacement by robots.11
2 The kitchen of the future: digitally assisted home cooking or robots?
1 “Las Vegas casino workers prep for strike over automa-tion: ‘Robots can’t beat us’”, The Guardian, 3 June 2018 https://www.theguardian.com/us-news/2018/jun/02/las-vegas-workers-strike-au-tomation-casinos
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2 The kitchen of the future: digitally assisted home cooking or robots?
ThedietcoachappMyFitnessPalhas150millionusers in 2018.12
25%ofFrenchMillennialsuseanapptotrackexactlywhatthey eat. 13
InJuly2017,3%offridgessoldinFranceweresmartmodels.14
30%ofAmericanhomeshaveasmartspeakerlikeAmazonEchoandthisnumbershouldexceed70%in2022,accordingtoMorganStanley.15
150 million users
25 %
Smart fridges
Smart speaker
73%ofrestaurantactivitiescouldbeautomatedaccordingtoMcKinseyConsultants.16
Americanhouseholdsspent6hoursadayinthekitchenin1910comparedto90minutesinthe1960sandlessthan30minutestoday.17
73 %
In the kitchen
Key figures
12 Wikipedia https://en.wikipedia.org/wiki/MyFitnessPal 13 #Moijeune Survey http://www.moijeune.fr/resultats /utilises-applica-tions-suivre-precise-ment-manges/ 14 « Les Français et l’élec-troménager connecté », Idealo https://www.idealo.fr/mag/2017/09/26/ les-francais-et-lelectrome-nager-connecte/ 15 “’To catch up with Amazon, Google should just give away Home Minis to every Ameri-can household,’ says analyst,” Fast Company, 28 June 2018 https://www.fastcompany.com/90177979/to-catch-up-with-amazon-google-should-just-give-away-home-mi-nis-to-every-american-household-says-analyst16 McKinsey: “Where ma-chines could replace hu-mans--and where they can’t (yet),” July 2016 https://www.mckinsey.com/business-functions/digi-tal-mckinsey/our-insights/where-machines-could-re-place-humans-and-where-they-cant-yet17 “Cooking: from Full-Time Job to Hobby,” Human Pro-gress, 22 June 2017 https://humanprogress.org/article.php?p=98
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2 The kitchen of the future: digitally assisted home cooking or robots?
Time spent on cooking per week
3,7h—SouthKorea
6,4hAll
countries
India—13,2h4,9h—Turkey Ukraine—13,1h
5,2h—Brazil SouthAfrica—9,5h5,4h—Germany Indonesia—8,3h
5,8h—Sweden5,5h—France Italy—7,1h
5,8h—MexicoSpain—6,8h
5,8h—ChinaRussia—6,5h
5,9h—USACanada—6,4h
5,9h—UKAustralia—6,1h
5,9h—BelgiumPoland—6,1h
Argentina—6,0h
hours per week
Different food crises and scandals have resulted in growing consumer distrust. They want a return to fresh, raw products and the “home-made” style. But modern lifestyles do not have time for everyday cooking. Technological solutions are therefore being developed to “help” the consumer in the kitchen, to make things easier, save time and give advice on balanced meals. As much to answer the famous question “what’s for dinner tonight?” as to simplify things for those who believe they don’t know how to cook. How far will we go in delegating these tasks?
18 https ://www.gfk.com/insights/infographic/consu-mers-attitudes-and-time-spent-cooking/
Source:GFK18
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2 The kitchen of the future: digitally assisted home cooking or robots?
Diet coach apps Thegeneralisationofsmartphonesandthedevelopmentofappsdedi-
cated to personalised diets have resulted in the emergence of “virtualcoaches”. These apps monitor your calorie intake every day by manualidentificationinadatabaseorscanningproductbarcodes.Themostcom-mononeisMyFitnessPalwhichhas150millionusersindifferentcountries.Italsorecommendsphysicalexerciseandcanbelinkedtoactivitytrac-kersliketheFitbitorJawbonetocalculatethedailyenergybalance(calorieintakeminuscaloriesburned).WiththeFoodvisorapp,simplytakeaphotoofyourfoodandimagerecognitionsoftwareevaluatesitsnutritionalvalue.
Other apps guide their users towards healthier food and help themdevisebalancedmeals.Theysuggestrecipestosuitthefoodpreferencesoffamilymembersandtheirspecificrequirements(intolerances,allergies,possiblepathologies,foodtoavoidforreligiousreasons,etc.)andproduceashoppinglist.AppslikeYoumiamcanalsouseproductsalreadypresentinthefridgereducingwaste.
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2 The kitchen of the future: digitally assisted home cooking or robots?
Increasingly smart domestic appliances
Inthe1950s,domesticapplianceslikepressurecookers,thenfoodpro-cessorsandevenmicrowavesradicallychangedthelifeofthe“housewife”(asitwasessentiallywomenwhowereresponsibleforcookingatthetime).Today,theseappliancesarebecoming“smart”.Online,theyplaytheroleofcookingassistants,liketheCookeoConnectmulticookerandtheActifryfryerbySeb.Theycommunicatewiththededicatedappwhichmonitorsevery stage of the recipe on a smartphone or tablet using photos andvideos, and informs you of how the food is coming along. Smart ovensmeanfoodiscookedattherighttemperaturethankstointernalcamerasthatidentifythefood,liketheonelaunchedbyElectroluxin2015ortheonebytheAmericanstart-upJune,andtheycanevenberemote-controlled.SamsunghasdevelopedtheFamilyHubfridge.Thetouchscreenonthedoormeansyoucanbuyshoppingonlineandarrangeadelivery.
Butthedevelopmentofsmartdomesticappliancesisonlythefirststage.Thenextoneistheirinteractionwithinanecosystem,calledtheInternetofThings(IoT).FromSiliconValley,Innitisatechnologicalplatformthatope-rates like a hub, controlling various smart household appliances. It alsosuggests personalised menus to suit the food preferences and specificdietsofeachmemberofthefamily.
In France, telecomsoperatorOrangeand theSebgrouparecurrentlycollaboratingtocreateanIoTplatformopentostart-upstodevelopAPIs(ApplicationProgrammingInterface)basedontheAppleappmodel.
Connected domestic appliance @SEB Group
Cookeo connect, connected domestic appliance @SEB Group
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2 The kitchen of the future: digitally assisted home cooking or robots?
3D printing: the future microwave? 3Dprintinghasalreadybeenusedinconfectioneryandchocolate-ma-
king for several years, to personalise products (logos, names, figurines,etc.)usingdeviceslikeCocoJetfrom3DSystems,ProcusinifromGermancompanyPrint2TasteortheMagicCandyFactoryfromBritishfirmKatjes.Giventheinvestmenttheyrepresentandtheiroccasionaluse(weddings,birthdays,events),theseprintersarefirstandforemostdesignedforpro-fessionals(chocolate-makers,bakeries, restaurants).Theyaresourcesofcreativityandheadchefsare starting touse them tocreate spectacu-larandsurprisingplatforms,likeDutchchefJanSminkathisrestaurantinWolvega.
However, printers tomakebasiceverydaymeals, like Foodini in Spain,havenotyetreachedpeople’shomekitchens.Theyneedingredientsthatarealreadypreparedandhavetheconsistencyrequiredforprinting.Andtheprinteditemsthenhavetobecooked.Sotheydonotreallysavetime,particularlyastheprintingspeedisstillquiteslow...
Medicalnutritionappsseemmorepromising.3Dprintingisbeingtestedinhospitalsandresthomestocreatemealsforpeoplesufferingfromdys-phagia(difficultyswallowing).GermancompanyBiozoonFoodhasdeve-lopedtheSmoothfoodconcept. Ingredientsareturnedintoapastethenprintedonasurfacetocreatetheiroriginalshape,thatofachickenthigh,forexample.Thisismadepossiblethankstoanediblegelthatenablestheextrudedpastetotakeonathreedimensionalform.
Severalresearchprogrammesarehopingtocreatefoodwithcustomisednutritionalcontent (enriched incalcium,vitaminD, salt-free,gluten-free,etc.)through3Dprinting.Wecouldimaginethattheywillalsobeforhealth-careorganisations,ratherthanprivatecustomers.
3D Printer – 3Desserts Graphiques, L’impressionante
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2 The kitchen of the future: digitally assisted home cooking or robots?
Services including ingredient or ready-meal delivery
Householdappliancemanufacturersandstart-upsarestartingtoworkwithingredientandready-mealproviders.IntheUnitedStatesforexample,Innit has signed a partnership with meal kit (a service delivering boxescontainingalltheingredientsneededforseveralrecipes).Similarly,Tovalaisaregularovenandmicrowavethatcombinesoptimisedcookingwithaready-mealdeliveryservice.
Advances in household appliances may be tending towards digital-ly-assistedhomecookingbutready-mealsareimprovinginqualityaslowtemperature cooking and cold pasteurisation preserve product quality(“Secretsdecuisine”fromMarieinFrance),high-endfrozenfood(Babette’sKitcheninNewYorkandEatLocalinSeattle)andflashfreezing(ZoniFoods).
AmazonisexploringMATStechnology(microwave-assistedthermalste-rilisation),initiallydevelopedfortheAmericanarmyandlaunchedonthemarketbythestart-up915Labs(AmazonsaysitdiscoveredthecompanyatSIALParis201619).This technologypreserves theflavourandtextureofdisheswithoutrefrigerationandisparticularlysuitablefordeliveries.Italsohelpsreducethecostofready-meals.
19 Amazon looks to new food technology for home delivery,” Reuters, 11 August 2017 https://www.reuters.com/article/us-amazon-com-food/ama-zon-looks-to-new-food-tech-nology-for-home-delivery-idUSKBN1AR11X
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2 The kitchen of the future: digitally assisted home cooking or robots?
The arrival of artificial intelligenceTheyareaccompaniedbyanentireecosystemofappsandcanbeused
tocontrolhouseholdappliances (likepreheating theovenor setting thecoffee machine), dictating a shopping list, ordering a pizza, choosing awineorevenfollowinginstructionstocookarecipe.Nearly30%ofAmericanhomesalreadyhavethistypeofspeaker.Atthe2018ConsumerElectronicShow, Whirlpool presented several domestic appliances that integratedAlexaandGoogleAssistantfunctionalities.
Thearrivalofartificial intelligence(AI)willcertainlyexplorethisfurther.Onlineshoppinggiantsuseittotrytopredict(andthereforeanticipate)cus-tomerdesires.Alibaba’srecommendationalgorithm,called“E-CommerceBrain”isregularlyupdatedforeachpersonvisitingthewebsiteaccordingtotheirpreviouspurchasesbutalsohowtheybrowse,theircommentsonforums, their favourites and their preferences (price categories, brands,etc.)andthepurchasingbehaviourofmillionsofotherwebsitevisitors.Foritspart,Amazonhasfiledapatentcalled“PredictiveRestaurantOrdering”.TheAIwouldbebasedon theperson’sdiary, their trackedactivitydata,theirpreviousorders,etc.topredictwhentheywouldlikeaburgerorsushi.
source https ://hubinsti-tute.com/2018/03/vcom-merce-nouveau-virage-tech-nologique
Chronological launch of voice speakers
2011
- Siri
2014
- Alexa - Amazon - Echo
2015
- Cortana
2016
- Google assistant
2017
- Google - Home + Echo show - Amazon EchoDot - Ding Dong
2018
- Invoke - Amazon Echo - Djingo - HomePod - Tmall Genie
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2 The kitchen of the future: digitally assisted home cooking or robots?
Robots take bars and restaurants by storm Progressinroboticscombinedwiththeadvancesofartificialintelligence
(AI)havegeneratedrobotscapableofmakingdishes,oratleastaccompli-shingcertainpreparatoryculinarytasks.CaliforniancompanyMisoRobo-ticshascreatedFlippy,acookingassistantfittedwithacamera,sensorsandAIsoftware,whichcancookburgersattherighttemperatureandputtheminbuns.ItiscurrentlybeingtestedinoneofCaliburger’srestaurantsbeforebeingrolledoutmoreextensively.
TheEkimstart-uphasdesignedthepizzamakerrobotPazziwiththreearms.Itonlytakes4minutesand30secondstomakeapizza.CaliforniancompanyZumehasalsodevelopedapizzamakerrobot.ItusesbigdataandAItoanticipatethenumberandtypesofpizzasthatwillbeordered.Thepizzasarethenpreparedinacentralkitchenandcookedinatruckontheroadtoshortendeliverytimesevenfurther.
TheSallyrobotfromChowbotics,asortofautomaticvendingmachinecombiningcustomisationandfreshingredients,makessaladsonrequest.SpyceKitchen, inventedby formerMITstudents,hasopened itsdoors inBoston. This entirely automated fast-food restaurant produces bowls offoodinafewminutesataffordableprices.InJapan,wheretheshortageofmanpowerkeenlyaffectstherestaurantindustry,theConnectedRoboticsstart-upisdevelopingakitchenrobottomaketakoyaki(smallball-shapedsnacksfilledwithoctopus,apopularstreetfoodspeciality).
Inbeverages,CaféWrunstwocoffeeshopsinSanFranciscowherecus-tomersorderfromatabletandwatchaMitsubishiroboticarmmaketheircappuccino or macchiato. The start-up has already designed a morecompact“coffeeshopinabox”whichcanbeinstalledinofficesanduni-versities.TheTipsyRobot,inacasinoinLasVegas,canmakeupto120custo-misedcocktailsinanhour.Similarly,BarmateInfinitefromFrenchcompanyBlendbowisacocktailmachinethatcanmakeoneof300pre-configuredrecipesorcreateitsownrecipes.
Thisfirstgenerationisfocusedonrelativelysimpletasks,butrobotswillcertainlyimproveoverthecomingyears.Forexample,Sonyiscollaboratingwith researchers fromthe robotics,artificial intelligenceandautomated
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2 The kitchen of the future: digitally assisted home cooking or robots?
learningdepartmentofCarnegieMellonUniversityinAmericatodevelopacookingrobot.Itwillbecapableofmanagingcomplexandvariedtasksforpreparinganddeliveringready-meals,handlingfragileandoddlyshapedmaterialsandcarryingoutcomplextasks.LondonfirmMoleyisworkingonroboticarmscapableofreproducingthemovementsofachef,thatcanproduceadishfromalibraryofrecipes.
Theymaybefascinatingtocustomers intheserestaurantsbutrobotsarealreadyarousingfearamongstfast-foodemployees(nearly5millionpeopleintheUnitedStates)asdemonstratedin2018bytheLasVegascasinoemployeeswhothreatenedtostrike.Robotsdon’tneedbreaks,nevergetsickandneverstrike... Theirproductivitycouldcompetewithmanpower.Theirdesignershighlightthefactthattheserobotsmostlyexecutedange-rous(likegettingpizzasouttheoven),tough(cookingsteaksinsuffocatingheat)andrepetitivetasks.Theyreassurethatthereisnoobjectiveforrobotstoreplacestaff;theyaretheretoworkalongsidetheirhuman“colleagues”(conceptofcobots).Andtheyareexpensive.Thepurchaseofarobotisaseriousinvestment(100,000dollarsforFlippy,500,000forPazzi).Theycanbeusefulinfast-food,particularlyinrolesthatsufferfromahighstaffturnoverbecauseofthearduousworkconditions.InChina,thee-commercegiantJD.comisplanningonopening1,000restaurantscompletelyrunbyrobotsby2020whichwillserve40dishesfromthecountry’sdifferentprovinces.
The robots will also be used to prepare dishes for home delivery, androbots are already being used to deliver pizzas to customers in severalcities likeSanFranciscoor London (StarshipandMarbledelivery robots).But it isunlikely that theywillappeargenerally in traditional restaurantswheretasksarelessstandardisedandguestsarelookingforarealdiscus-sionwiththestaffandchef.
Connected arm Photo credit: Romain GAILLARD/REA
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2 The kitchen of the future: digitally assisted home cooking or robots?
The obstacle of personal dataBeyond the price, another of the difficulties of using smart household
appliancesistheriskofhacking.Ataconferenceddedicatedtohackingin2015inLasVegas,aSamsungsmartfridgewashackedasademonstration.ItwasonlyasimulationbutinMarch2018,dietcoachappMyFitnessPalhadtoadmittoaleakofdatafromits150millionusers.Healthandnutritionappdata isalso regularly sold to thirdpartieswithout the individualsclearlybeinginformed.
SincetheirlaunchintheUnitedStates,smartspeakershavealsogene-rateddoubts,particularlyaroundthefactthattheycan“listen”toprivateconversationswithoutbeinginvitedtotakepart20.Finally,theuseofdatafromsocialmediaandmessagingsoftware(likeWeChat)toimprovepre-dictivealgorithmsbringstominda“bigbrother”situationthatcouldpro-vokerejectionfromsomeconsumers.
Already,51%ofFrenchpeopleareworriedaboutthequantityoftheirper-sonaldatacompanieshave:
21 Kantar TNS, Connected Life 2018, http ://connectedlife.tnsglobal.com/fr.php
20 « Enceintes intelligentes : des assistants vocaux connectés à votre vie privée », CNIL ? 5 décembre 2017. https ://www.cnil.fr/fr/en-ceintes-intelligentes-des-as-sistants-vocaux-connectes-votre-vie-privee
Source:KantarTNS21
72% 65% 60% 51%
Poland Chile UnitedStates France
% of people worried about the quantity
of their personal data companies have
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Elements in 2030 scenariosAn AI assistant connected to the user’s diary, social media, exercise and health/weight targets suggests recipes in the morning depending on the weather and other criteria. It chats with the user and recommends different solutions and dishes from raw products to dishes to reheat. It then orders the ingredients that are delivered directly and helps with the recipe or configures the household appliances to reheat the dish correctly.
2 The kitchen of the future: digitally assisted home cooking or robots?
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Elements in 2030 scenariosExample of dialogue between the AI “butler” assistant and his owner.
- Hello. As your friends Charles and Isa are coming to dinner tonight, would you like me to order the ingredients for your favourite dish chilli con carne and the wine that Charles liked the last time they came? Unless you want to watch the France match, in which case I can have pizza delivered for 8.45pm at half-time as Deliveroo has a special offer on the latest crea-tions by its robot-chef.
- I’d rather have a pizza please as I don’t fancy cooking tonight.
- Got it! According to your exercise data, you are allowed to eat a Four Cheese pizza if you walk for half an hour this lunchtime and climb 12 floors by this evening. Otherwise, I would recommend the Regina pizza. Following your discussion on WhatsApp 3 weeks ago, I suppose I should order a gluten-free pizza for your friend Isa? Also, her Instagram status indicates that she is following a #VegiChallenge this month.
- Oh yes. I’d forgotten about that... Please find something suitable for her.
- Remember that you have a 10km race on Sunday. Shall I plan for pasta on Saturday as usual?
- Okay but can you find a sauce that’s a little different?
- I’ll use the SuperChef app to find a new sauce recipe that takes only 10 minutes with your Smart Cooker.
- I trust you. Surprise me. However, remember to fill up on Amazon MATS dishes please. Next week I’m really busy at work and I’ll be too tired to cook when I get home.
- Consider it done! Shall I get the magnesium-enriched ones to keep you going over this busy period at work? And with a little vitamin D, given the weather conditions for next week...
- That’s perfect. You always know what’s best for me! You’re so attentive!
- Thank you! Anytime...you’re making me blush!
2 The kitchen of the future: digitally assisted home cooking or robots?
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Elements in 2030 scenariosIn contrast with these ultra high-tech innovations, we can also imagine people’s reactions:
• Restaurants with a sign of a crossed out robot to indicate “Here the food is prepared by people” along the lines of the «home-made” food logo.
• Some “high-end” establishments employ staff at reception and for conversation whilst robots do all the cooking.
• Private sales and exchanges of «home-made” and artisan conserves develop but represent marginal volumes compared to new mass-pro-duced ready meals (like vinyl records resisting digital downloads).
• Restaurant and catering labour unions use hackers to render robots use-less (On the model of the luddites revolt in 1780).
2 The kitchen of the future: digitally assisted home cooking or robots?
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Food and health: are customised products the future?
40 Lookingforward
41 Keyfigures
43 Introduction
44 Fortifiedfood
44 Fooddedicatedtospecificpopulations
45 Functionalfood
47 Differentregulatoryframeworks fordifferentcountries
48 Towardspersonalisedfood Theroleofthemicrobiota
50 Thelinkbetweengenesandnutrients
52 Thelimitsofpersonalisednutrition
54 Elementsin2030scenarios
Summary
3
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Looking forward The start-up Habit uses genetic tests to produce a personalised report on how the body reacts to food, provides tailored advice and even delivers personalised ready-meals.
Food and health: are customised products the future?3
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Ofthesevenmillionpeoplelivingontheplanet,twobillionareoverweightorobese.
13%ofadults(11%ofmenand15%ofwomen)wereobesein2016.22
Ifthecurrenttrendpersists,nearlyaquarteroftheworld’spopulationwillbeobeseby2015andhalfoftheUnitedKingdomandtheUnitedStates.23
Theriseinobesityiscoupledbyanincreaseincertaindiseasesliketype2diabetes.9%oftheworld’spopulationwereconcernedbythisin2017.By2045,thenumbercouldreach12%oroneinevery8people.
2 billion
13 % of adults
1/4 of the world’s population
1/8
Intheearly20thcentury,yoghurtswereexclusivelysoldinchemists.
In2017,2%ofnewproductsontheworld’smarketscontainedprobiotics.25
Pharmacy
2 %
Key figures
22 OMS23 European Congress on Obesity, 201825 Innova Market
Food and health: are customised products the future?3
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Fornearlytwenty-fiveyears,wehavebeenwitnessinganincreaseintype1diabetesamongstchildrenandteenagersinmanycountriesincludingFrance.
For 25 years
24 Fédération internationale du diabète
Food and health: are customised products the future?3number of millions of people with diabetes (source : FID)
Africa
SoutheastAsia
MiddleEast andNorthAfrica
Central andSouthAmerica
NorthAmerica andtheCaribbean
EnEurope
WestPacific
Today,diabetesaffectsnearly10%ofadultsinChinaandPortugal,11%intheUnitedStates,13%inMexico,16%inKuwaitandMalaysia,18%inSaudiArabia,23%inNewCaledonia.24
Diabetes
16 41
82 151
39 67
26 42
46 62
58 67
159 183
+ 156 %
+ 84 %
+ 72 %
+ 62 %
+ 35 %
+ 16 %
+ 15 %
2017 2045
source : Euromonitor
World 425 629+ 48 %
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Food and health: are customised products the future?3Thanks to epidemiological studies and medical advances, the connection between food and health is becoming better understood. What Hippocrates and Chinese medicine believed has now been proven scientifically. Since then, there has been a
great temptation to use nutrition to prevent and even cure certain diseases, even to design food that is close to medicinal. Designed for certain categories of the population or for specific health issues, products like these are already on the market and others
are in development. Over the longer term, completely customised diets to meet personal nutritional requirements are being envisaged, not without raising new ethical concerns.
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Food and health: are customised products the future?3Fortified food
Foralongtime,regularproductslikemilkorbreakfastcerealshavebeenenriched with calcium, magnesium and vitamins (vitamin D in particu-lar),saltisenrichedwithiodinetofightnutritionaldeficienciesparticularlyamongstchildrenandincertaindevelopingcountries.
Productsarestartingtoappearonthemarketwithnewpromises.Afterdrinksthatgiveyouenergy(suchasRedBull),therearenowthosethathelpyousleepthankstomelatonin,relaxwithvalerianorcannabis(inAmericanstateswhereauthorised)andevenconcentrate(likeIQenergybars).
Food dedicated to specific populationsSome products from pharmaceutical and food industry partnerships
are designed for sick or sensitive people, for pregnant women and fordifferentagesoflife.Fooddesignedforseniorsandthedependentelderlyareaboomingmarket.Theycan,forexample,beenrichedwithproteinstofightdeficiencieswhichareafrequent issuewiththeelderly,haveasui-tabletextureforeasyswallowingorbedesignedforeatingwithoutcutlery,forpeoplesufferingfromAlzheimer’s.
Researchprogrammesareongoing tofightcognitivedeclineand theoccurrence of neurodegenerative diseases like Alzheimer’s which, withtheageingpopulation,will affectagrowingnumberofpeople,particu-larlyindevelopingandemergingcountries.Thepositiveeffectsofintrodu-cingpolyphenols,flavonoids,vitamins,omega-3sandparticularlydoco-sahexaenoic(DHA)andeicosapentaenoic(EPA)acidsintodietshavebeendemonstrated. In2013,Nutricia (Danone) launchedSouvenaid,ayoghurtdrinkenrichedwithvitaminsandnutrientsdesignedontheresultsofMITresearch(Massachusetts InstituteofTechnology),aimingto increasetheproductionofnewsynapsesand restoreconnectionsbetweenareasofthebrain.Forthemoment,itisonlybeingsoldinafewcountriesandmustbeusedundermedicalsupervision.For itspart, inChinaNestléreleasedamilkpowderunder itsYiyangbranddesigned for theover50s, tofightcognitivedecline.
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Functional foodDietcanplayarole in theappearanceofpathologies(cardiovascular
diseases,diabetes,cholesterol,certaincancers)anditcanalsoplayapre-ventiverole,thankstoso-called“functional”food.Forexample,phytoste-rolsfromplantsareaddedtomargarines,oilsandyoghurtsbecausetheyhelpreducethelevelof“bad”cholesterol(LDL)inthebloodbyloweringitsintestinalabsorption(whentheyareeatenregularlyoverseveralweeks).
Probiotics are living micro-organisms that, when eaten in sufficientquantity,haveapositiveeffectonhealthaccordingtotheWHOdefinition(helpbowelfunction,stimulatetheimmunesystem,etc.)TheLactobacillusandBifidobacteriumgeneraarethemainonesinyoghurtsandfermentedmilks.Globalprobioticssales(includingfoodsupplements)grewfrom30.4billionUSDin2010to39.9billionin2016andaremostlyboughtinAsia:
Food and health: are customised products the future?3
source Euromonitor Interna-tional http ://go.euromonitor.com/rs/805-KOK-719/images/Trends%2C%20innovations%20and%20opportunities%20driving%20the%20global_fi-nal_Probiotics.pdf
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0Asia
Pacific
$US
mill
ion,
con
stan
texh
ange
rate
s
North America
WesternEurope
EasternEurope
LatinAme-rica
MiddleEstandAfrica
Australia
Probiotic Supplements
Sour Milk Products
Total Probiotic Yoghurt
Retail value of probiotics by region, 2016
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Food and health: are customised products the future?3
InChina,themarketforyoghurtsenrichedwithprobioticshasexploded.Probiotics are increasingly added to drinks (waters and fruit juices) andeventocrisps.
Fermentedfoodssuchaskombucha,adrinkmadewithfermentedblacktea(thankstoafungus) inChina,kefir,anotherfermenteddrinkfromtheCaucasus Mountains which can be made with milk or fruit, and kvass,made inCentralEuropeandverypopular inRussiamadebyfermentingryebread,areanaturalsourceofprobiotics.Atraditionalelementoftheregional diet, often with a long history, these drinks have recently beenlaunchedbystart-upsindevelopedcountries.Theyhavebeensuchasuc-cessthatmajorgroups(likePepsiCo)havepurchasedsomeofthestart-upsanddevelopedtheirownbrands.TheycurrentlyoccupyabigsectionofthedrinksmarketintheUnitedStates,forexample.
Kombucha drink Yerba Kombucha brew, Vigo, CRUZ GROUP INC.
Organic fruits kefir Le Labo du Moulin
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Food and health: are customised products the future?3
Vegetablescanalsobelacto-fermented(likesauerkraut)andnaturallyrich inprobiotics, like Korean kimchi. Variationsofpicklesare sourcesofinnovationinseveralcountries.
However,theeffectivenessofprobioticsaddedtofooddoesnotgene-rateconsensus.Severalstudiesquestionit,notablybecause99.9%ofpro-biotic germs do not survive the stomach’s gastric juices and thereforehavenoeffectastheypassthroughthe intestines,therewheretheyaresupposedtocolonisebacterialflora.Toxicityriskshavealsobeensingledoutwithkefirandkombucha.
Prebiotics are another direction for developing functional foods. Theyarenon-digestedplantfibresthatfeedbacteriaalready inthedigestivesystem(therewouldthenbenoneedtoeatfoodenrichedwithprobiotics).TheRestorBiomeresearchprojectisdevelopingnewgenerationprebioticmoleculesthatcouldbeintegratedintocerealsanddairyproducts.
Different regulatory frameworks for different countries
Themarketlaunchofafunctionalfooddependsonauthorisationsfromthecompetentauthorities liketheFDA(FoodandDrugAdministration) intheUnitedStatesandtheEFS(EuropeanFoodSafetyAuthority)inEurope.Healthclaimswhichdescribethefood’s(oringredient’s)roleonthebodyorhowitwillreduceahealthriskarealsogovernedbytheseauthorities,particularlyinEuropewhichin2006votedarulingwherebytheseclaimsareonlyapprovediftheyaresupportedbyahigh-levelscientificdossier.Saidclaimsareverydifficultandcostlytovalidate.Subsequently,allhealthclaimsconcerningprobioticswere rejectedandDanoneabandoned itsauthorisationrequestfor itsActiviaandActimelclaimsinEurope,havingobtainedauthorisationinSwitzerlandandtheUnitedStates.Thisregulationisfirstandforemostdesignedtoprotectconsumersandavoidthesaleofproductslikechewinggumthatissupposedtoprotectpeoplefromcan-cer.Othercountriesaremoreopentofunctional foods, likeJapanwhichrelaxeditsauthorisationsystem2015.
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Food and health: are customised products the future?3Towards personalised food The role of the microbiota
Recentdiscoveriesabouttheroleoftheintestinalmicrobiotasuggestthepossibilityofdesigningpersonalisedfood,perfectlyadaptedtothenutri-tionalrequirementsofaspecificindividual.Madeof100,000billionbacteriabelongingtosome200differentspecies, itweighsnolessthantwokilos,more thanourbrain,which iswhyresearcherssometimesconsider it tobeanorganinitsownright,anorganwhosemanyfunctionsarenotcom-pletelyknown.Likefingerprints,theintestinalmicrobiotaisuniquetoeachperson.Itplaysadirectroleindigestionbutalsoregulatesorcarriesoutvariousphysiological functions:barriereffectagainstpathogens,matu-rationof the immunesystem,energycollection,appetite regulationandlipidstorage,etc. Itcommunicatesdirectlywiththecentralnervoussys-tem.Newtechniques(metagenomics)havehelpedsequenceandidentifyallthegenesofallthebacteriapresentinthehumandigestiveecosystemwithin thecontextof twomajorstudies:MetaHit inEurope(completed in2012)andtheHumanMicrobiomeProjectintheUS(completedin2013)27.
Intestinal microbiota disturbances are involved in many pathologies:chronic inflammatory bowel disease, hypercholesterolemia, high bloodpressure,cardiovasculardiseases,hyperglycaemia,type2diabetes,aller-gies,even-although it isunverified-neurologicalandneuropsychiatricafflictionslikeautism,depressionorevendiseaseslikeAlzheimer’sandPar-kinson’s.Themicrobiotaalsoplaysaroleinobesity:themicrobiotaofobesepeople,characterisedbyitslowdiversity,isdifferentfromthemicrobiotaofthinpeople,whichisrichanddiverse.Theseobservationsarestillverygeneral; theroleofoneorallofthebacterial families isyettobeclearlyidentified28.
27 FEILLET Pierre, “Vers une alimentation per-sonnalisée ? ,” Vigie Alimen-tation, Analytical note n°10, October 2016.28INRA SCIENCE & IMPACT, Microbiote, la révolution intestinale, SIA 2017 Press Pack http://presse.inra.fr/Dossiers-de-presse/Microbiote-la-re-volution-intestinale
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Food and health: are customised products the future?3
Researchisyettodeterminewhichfoodsencouragea“good”microbiota,exceptthoserichinfibre(fruit,vegetables,cereals,etc.).Yetproductsandservices are already plentiful in this niche market. The Israeli start-upDayTwo,usingresearchfromtheWeissmanInstituteinTelAviv,hasdeve-lopedamethodforpredictingaperson’sglycaemicresponsetofoodoracombinationofspecificfoodsbasedonthegeneticanalysisoftheirmicro-biotaandotherclinicalfactors.Theresultoftheanalysisisintegratedinanappthatprovidesapersonalisedscoreforeachfood(orcombinationoffoods),fromA+toC-,andsuggeststhemostsuitablemenus.
These services must be approached with caution. Many researchersbelieve that thescientificknowledge isnot thoroughenough tosuggestreliable recommendations29. People who have tested several serviceshaveobservedthatdiagnosticscanbecontradictory,ortheiradvicefinallycomesdowntocommonsense(morefruitandvegetables,lesssugar,etc.).Furthermore,themicrobiotaisnotastableelement;itchangesovertime.Asanalysistakesseveralweeks,itmayhavealreadychangedbythetimetheserviceshavebeenpersonalised.
29 MULLIN Emily, “Gut Check: Scientists are Wary of At-Home Microbiome Tests”, MIT Technology Review, 24 March 2017 https://www.techno-logyreview.com/s/603900/gut-check-scientists-are-wa-ry-of-at-home-microbiome-tests/
source INRA dossier SIAL 2017 http ://presse.inra.fr/ Dossiers-de-presse/ Microbiote- la-revolution- intestinale
The role of the microbiota in certain pathologies
source DayTwo https ://www.daytwo.com/blog/daytwo-announcement-daytwo-and-mayo-clinic-collaborate-to-bring-the-first-actionable-health-so-lution-based-on-gut-micro-biome-to-the-us-market/
The app developed by DayTwo
Atherosclerosis
CertaindiabetesLiverdisease
ObesityGastro-intestinaldisease
Neurologicaldisease
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Food and health: are customised products the future?3
Source https ://www.futura-sciences.com/sante/ dossiers/genetique- nutrigenomique- votre-assiette-1570/page/5/
The link between genes and nutrients
Thespectacularprogressinmappingthehumangenomehasopenedupnewperspectivesinhealthand,morerecently,nutrition.Thedemons-trationofadiet’s influenceongenes (nutrigenomics)anddifferent indi-vidual reactions to nutrients depending on the genome characteristics(nutrigenetics)haveopenedthedoorstofoodcustomisation.
Forexample,morethanoneintenpeoplehaveageneticvariationthatmeans lessefficient folate “intake” fromfoodand thereforeahigher riskofcancerandcardiovascular illnesses.Thesepeoplemustthereforeeatmorefolate-richfoods,likegreenvegetables.Similarly,lactoseorglucoseintolerances that are genetically caused could be objectively detectedveryearlybyanalysing thegenomeandmanagingsuitablediets. Star-ting from these observations, several companies are proposing genetictests accompanied by nutritional recommendations. The most popular,23andme,detectsamongstotherthingsanintolerancetolactoseorpro-videsyour“geneticweight”.Butmanyothershavealsofocusedonthelinkwithfood.Start-upVinomeselectswinesandtheBritishcoffeeshopchainVitaMojocreatesmenusforyourgeneticprofileandJennyCraigincludesagenetictestinitsweight-lossprogramme.
Nutritional genomics
NutrigeneticsConsequenceofpeople’s differentgenetics
NutrigenomicsTheeffectoffood on genes
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Food and health: are customised products the future?3
30 AMERICAN COUNCIL ON SCIENCE AND HEALTH, “Home DNA Kits Lack Accuracy,” 2 April 2018. https://www.acsh.org/news/2018/04/02/home-dna-kits-lack-accuracy-12782 31 FOURNIER Tristant / POULAIN Jean-Pierre. “La génomique nutritionnelle : (re)penser les liens alimentation-santé à l’articulation des sciences so-ciales, biomédicales et de la vie,” Nature, Sciences, Socié-tés, n°25, vol.2, 2017, pp.111-121
TheCalifornianstart-upHabitgoesevenfurther.For299dollars,itsendsoutakitwitheverythingyouneedtodobloodtests,DNAsamples(whichmayrevealthepresenceofavariantoftheFTPgenethathasacorrela-tionwithexcessweightandtheriskofobesity),aquestionnaireformea-surements,weight,habitsandfoodpreferencesandanutritionaldrink.Apartnerlaboratoryanalysesthelevelofglucose,triglyceridesandcholes-terolbeforeandafteryoudrinkthedrink.Alloftheresultsjoinadataana-lysisplatformwhichdeterminestheperson’snutritionalrequirementsandgeneratespersonaliseddietrecommendations.Certainfoodsensitivities(caffeine,lactose)arealsohighlighted.TheparticularityofHabitisitscom-pletepackage:asessionwithadietcoachtoexplaintheresults,possibi-lityoflinkingtheresultswithothersmartdeviceslikeaFitbit(exerciseandcaloriedata)andaboveall,apersonalisedmealhomedeliveryservice.TheCampbellGroupinvested32milliondollarsinHabitin2016.
However,theeffectivenessofgenetictestshasbeencontestedbyscien-tificpublicationswhichshowthattheyarecomingdownto40%“falseposi-tives”30.Furthermore,thedeterministvisionofnutritionalgenomicsisbeingchallengedbyprogressinthestudyofepigenetics.Accordingtoepigene-tics,genesarecontrolledbyaseriesoffactorsthatthe(nutritional,psy-chological, emotional, etc.)environmentcanactivateordeactivate. Thegenomeisverystablethroughoutthelifeofaperson,buttheepigenomeisrathervariableandchangesthroughoutaperson’slife.Thisreducesthesignificanceofgenetic testingandadvocatesabroaderapproach,onethatincludessocialandanthropologicalfactors31 .
Source Kantar TNS FOOD 360™ 2018
Thereis,fornow,alowlevelofinterestinthiskindofservicesindevelopedcountries(only14%ofFrenchPeople,21%ofBritsandAmericanswouldbeinterested)butthisinterestishigherinemergingcountries:45%ofRussian,51%ofSouth-EastAsiaresidentsand59%ofChinesemaybetempted.
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Food and health: are customised products the future?3The limits of personalised nutrition
Thedevelopmentoftailoredfoodonanindustrialscalefacesmanydiffi-culties:theextensiveinitialmedicaldiagnosisandthetimeittakestogene-ratetheresults,theneedtoregularlyreproducethisdiagnosistomeasureanydevelopments,confidentialityofthedata(genetic inparticular)col-lected,productioncostsforsmallquantitiesofpersonalisedproducts,etc.
Itisthereforeunlikelythatwe’llseethistypeofproductonsupermarketshelvesinthenearfuture.Customisationwilldevelopmorethroughmenusuggestions over a week, delivery of balanced meals (made from freshproducts),servicesthatnoteveryonewillbeabletoafford.Newsocial(andhealth) inequalities may therefore appear between those who will havethemeanstobuytheseservicesandthosewhowillcontinuetoeatmains-treamproducts.
Asthelinebetweenfoodandmedicineblursandtheroleofhealthpre-ventionplayedbyfoodbecomesclearer,theroleofhealthcareinsurance
comes into question. In France, some functionalfoodslikegluten-freeproductsarealreadyrefun-dedbythenationalhealthserviceifjustifiedbyadoctor’s note. In the future, particularly in coun-tries with private healthcare insurance, will wesee insurancecompaniesadjusttheirpremiumsdependingontheircustomers’diets?Customerscouldbe “supervised”bycalorie-controldevicesandmachinesthatmeasurefoodeaten...Resear-chers at Tufts University School of Engineeringrecently miniaturised sensors so they could beinstalledonatooth.Connectedtoasmartphone,theycantransmitinformationaboutglucose,saltoralcoholintake32 .
32 “Scientists develop tiny tooth-mounted sensors that can track what you eat,” TuftsNow, 22 March 2018 https://now.tufts.edu/news-re-leases/scientists-develop-ti-ny-tooth-mounted-sensors-can-track-what-you-eat
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Food and health: are customised products the future?3
Additionally, won’t food medicalisation eliminate social and culturalelementsandstandardisedietaryhabits?Whathappenstosharingandconviviality ifeveryonehastofollowtheirowndietoronlyeatfoodspe-ciallydesignedforthem?
Finally,honingscientificknowledgeofthehealthbenefitsofaparticularfoodornutrientandformulatingincreasinglypertinentandpersonalisedrecommendationsdoesnotmeanthatindividualswillbewillingtofollowthese recommendations to the letter. Currently, it is already establishedthataMediterraneandiet (fruit, vegetables, fish, oliveoil, etc.) ishealthyandyetthepeoplewhofollowthisdietarefarfromthemajority(eveninMediterranean countries, where people have slowly distanced themsel-vesfromit!).Themanyaspectsofeating,startingwithpleasure,sociability,culturaltraditionsandstandardsbutalsoeconomicconstraints,influencebehaviourswhicharenotalwaysgovernedbyreason.
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Elements in 2030 scenarios
• Smart objects will measure «in real-time” what a person eats and analyse the nutritional composition (calories, nutrients, allergens, etc.). They warn the person when their recommended daily limit is reached or inversely when a deficiency occurs. Everything is tracked more simply and practi-cally than when the person has to scan barcodes of the products he eats or take a photo of his plate every time. But we could also imagine that people exasperated by these warnings remove the implant after a while, try to trick it or even tamper with it.
• Lisa’s smartphone or smartwatch will send a message to her at 4pm as it knows that she often craves at that time for junk food and gets it from the vending machine: “Lisa, you should get a piece of fruit. An apple is recommended for your DNA profile. Please avoid bananas.”
• In the United States, health insurance companies will refund microbiota analyses to improve preventive care33.
• In the United States, a 20-year mortgage will not be granted to a per-son because of information revealed by a genetic test 5 years previously which showed a predisposition to type 1 diabetes34 .
Food and health: are customised products the future?3
33 Today, some companies refund analyses of the sick to improve their medical diagnosis.34 The Genetic Informa-tion Nondiscrimination Act prohibits employers or health insurance companies from using a person’s genetic infor-mation to make employment or health insurance decisions. But that law does not apply to long-term-care insurance, di-sability insurance, or life insu-rance. So your genetic infor-mation—a risk of early-onset Alzheimer’s, say, or breast cancer, for example—can po-tentially be used against you when you’re seeking these types of insurance. https://www.consumerreports.org/genetic-testing/at-home-genetic-test-kits-what-you-need-to-know/
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Transparency, traceability and future imperatives
56 Weaksignal
57 Keyfigures
58 Introduction
59 Thedemandfortransparency: auniversalaspiration (developed/emergingcountries)
60 Opendooroperations
61 TheuseofQRcodes
62 SmartlabelintheUnitedStates
63 Trackingcodes
65 Augmentedreality
67 Virtualreality
68 Blockchainanditsperspectives
72 Genetictestsandscanners
73 Futurescenarios
Sommaire
4
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Weak signalTo guarantee the quality of food products, Carrefour will generalise the use of blockchain in its quality lines. A QR code on the label will retrace the entire journey of a chicken, from its hatchery to its position on the shelf, including farming, feed, care and slaughter.
Transparency, traceability and future imperatives4
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Transparency, traceability and future imperatives4TheYukaapphasbeendownloaded by5.6millionusers(September2018)35.
5.6 million35 https ://www.linfodurable.fr/conso/manger-mieux-lappli-cation-yuka-passe-la-barre-des-4-millions-de-telechar-gements-4615 36 Kantar Worldpanel http ://mkt.kantarworldpanel.com/France/Newsletters/63/nutriscore.pdf ?utm_cam-paign=449223_Newslet-ter%2063&utm_medium=e-mail&utm_source=Kantar%20&dm_i=4ASX,9MMF,37TFX-C,11V7P,1 37 Label Insight https ://www.labelinsight.com/press-blog/study-consumers-seek-healthy-lifestyles-but-food-packaging-makes-it-difficult 38 https ://fr.wikipedia.org/wiki/Open_Food_Facts
39 Price Waterhouse Coopers https ://www.pwc.com/gx/en/ser-vices/food-supply-in-tegrity-services/assets/pwc-food-fraud-vulnerabi-lity-assessment-and-mitiga-tion-november.pdf
Key figures
8%ofFrenchpeopleuseinteractiveappstounderstandthecompositionoftheproductstheybuy36.
74%ofAmericanconsumerslookforinformationonthewebthroughtheirsmartphone,tabletorPCwhenthepackaginginformationisnotclearenoughforthem37.
TheOpenFoodFactsdatabasehasnearly500,000productslistedin141countries38.
Foodindustryfraudcostsover40billiondollarsayear39.
8 % of french people
74 %
500 000 products
40 billion $
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Transparency, traceability and future imperatives4Globalisation and the growing complexity of production chains are increasing the risk of serious health crises and facilitating fraud (e.g.: horse meat lasagne). Major industrial groups admit that they don’t know all their third-tier suppliers. In addition, the boom in organic and local products assumes a level of trust in the production methods used (no pesticides for organic products, etc.) and the different intermediaries. Various technological solutions are used to guarantee product traceability from field to fork and provide the consumer a transparent view of production and farming conditions.
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Transparency, traceability and future imperatives4The demand for transparency: a universal aspiration (developed / emerging countries)
Today, food is facing a real crisis of confidence: 77% of French peoplebelievethatthereisaprobableriskoffoodbeingbadfortheirhealth.ThisislessthecaseinsomecountrieslikeUK(49%)ortheUS(55%),butmuchmoreinSoutheastAsiacountries (85%)and inChina(91%). (Kantar,Food360TM201840).
Only33%ofAmericanscompletelytrustthefoodsystem41 .Similarly,aftervariousscandalslikemilkwithmelamine,in201640%ofChineseconsumersconsideredfoodsafetya“verybigproblem”,comparedto12%in200842 .
Labels(organic,AOC,IGP,LabelRougeinFrance)andclaimsonpacka-gingpartlyreassureconsumersbut it isnotalwaysthecase.NearlyhalfofAmericanfeeltheydonothaveenoughinformationonaproductafterreadingitslabel43,eandonly15%trustthe“allnatural”claim44 .
Beyond the nutritional composition, consumers want to know moreaboutthesocialandenvironmentalaspects.70%ofAmericanswantmoretransparencyaboutcorporatesustainabledevelopmentpractices45. They alsowantmoreprecisionsabout theoriginof rawmaterialsand ingre-dients.Finally,growingsensitivitytoanimalwelfareleadstoquestionsonlivestockfarming,transportandslaughtering.
40 https ://www.kantarwor-ldpanel.com/fr/A-la-une/de-consommation 41 http ://www.foodinte-grity.org/wp-content/uploads/2018/01/CFI_Re-search_8pg_010918_final_web_REV2-1.pdf42 http ://www.pewglobal.org/2016/10/05/chinese-pu-blic-sees-more-powerful-role-in-world-names-u-s-as-top-threat/10-4-2016-9-38-34-am-2/ 43 https ://www.fooddive.com/news/brand-trans-parency-and-issue-ad-vocacy-driving-consu-mer-choice/511505/ 44 http ://www.nielsen.com/us/en/insights/news/ 2018/its-clear-transparen-cy-is-driving-fmcg- growth.html 45 https ://www.hart-man-group.com/press-release/66/who-s-walking-the-talk-consumers-name-top-10-transparent-companies-hartman-group-report
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Transparency, traceability and future imperatives4
CharitiesandNGOsplayedan important role in thisgrowingdemandfortransparency.Overthelasttenyearsorso,theyhavebeenparticularlyactiveindenouncingpracticestheydeemtobeharmful(likeGreenpeacewiththedeforestationcausedbypalmoil)orfalseclaimsandmisleadingpackaging (similar to Foodwatch). They increasingly use the name andshame technique but also recognise groups that have made the mostprogress (forexample theGoodFarmAnimalWelfareAwardsorganisedbyCIWF-CompassioninWorldFarming).
Facedwiththesenewtransparencydemands,varioustoolshavebeendeveloped,initiallybythesecharitiesbutincreasinglybyindustrialmanu-facturersanddistributorswhoareshowingtheyhavenothingtohideandwanttodevelopanopendialoguewiththeircustomers.
Open door operationsAsasolutiontothismistrustandoftentoassuageconsumercuriosity,
foodgroupssometimesopentheirfactorydoors.InFrance,FleuryMichonforexamplelaunchedits#comeandcheckcampaignwelcomingconsu-mers, bloggers and journalists at its surimi factory. Some of them evenwenttofishpollockwiththecompany’sboats inAlaska.Afterwardstheypostedtheirvideosonsocialmedia.ForitsIMadeThis(CestMoiQuiFabrique)operation,Nestléinvitedcustomersfromafreedrawtovisit5ofits24pro-ductionsites inFrance inanoriginalway: theycouldwork inproductionalongsidethegroup’semployees.InDenmark,cooperativeDanishCrownofferspeoplethepossibilityofvisitingtwoofitsslaughterhouses.
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Transparency, traceability and future imperatives4The use of QR codes
Appscreatedbyindependentorganisationsorcharitieshavedevelopedto offer consumers more information than the labels provide, like OpenFoodFactsinFrance(acollaborativeprojectsimilartoWikipedialaunchedin2012)orGoodGuide in theUnitedStates (created in2009). Today, theirdatabases contain hundreds of thousands of product references andinformationiseasytofindbyscanningthebarcodeswithasmartphone.Some support this information with a scoring system that assesses thenutritional quality (Yuka in France) or social and environmental aspects(HowGoodintheUnitedStates).
Similarinitiativesarebeingtakenbyindustrialcompaniesthemselves,tostayonestepaheadofanycriticismthatmaycometheirway.
Source Tetra Pak
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Transparency, traceability and future imperatives4Smartlabel in the United States
In the US at the end of 2015, the Grocery Manufacturer Associationlaunched the SmartLabel initiative. Consumers can scan QR codes withtheirsmartphonetoaccessdetailedinformation(nutrition,allergens,GMOcontent if it’s not required by the label). In June 2018, around fifty majorcompaniesadopteditandthesmartlabelappearedon28,000products.
ButthisinitiativeneedsstorestohaveWiFi(whichisnotalwaysthecase)
orinstallterminalswhereconsumerscanscantheproductswithoutusingtheirsmartphone.
InChina, tomeethealthconcernsaboutdairyproducts, the “Adoptacow”companygivescustomersauniqueQRcodesotheycanwatch“their”cow24/7onawebcam.Theycanalsovisittheircowatthefarm.
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Transparency, traceability and future imperatives4Tracking codes
HersheyisworkingwithSourcemapwhichprovidesaninteractivemapfortracingingredientsrightbacktowheretheyweregrownandmanufac-turedandforvideos(forexampleharvestingcocoabeansinGhana).
IDS Foods Marker: «Terroir Passport», IDS FOOD
Trackingcodesonpackagingalsoprovideadditionalinformation.Cus-tomersofAurora,oneof themain foodfirms inBrazil,enter thecodeonthe milk carton to find out about every stage of production and qualitycontrol,frommilkinginthecooperativetotheproductleavingthepacka-ging factory.GermanbrandFollowfish federatesanetworkoffishermenandorganicfishfarmersthroughouttheworld,forsustainablefishing.Withtheir trackingcodes,consumerscan track the itineraryof theirproduct,thedatethefishwascaught,theidentityofthefishermanandthenameoftheboat.IntheUnitedStates,thecodesonQuinnsnacksmeanthattheconsumercantraceeveryingredientbacktothefarmandseephotosoftheproductionmethods.
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Transparency, traceability and future imperatives4Augmented reality
Augmentedrealityisatechniquewherea2Dor3Delementisinsertedinreal-timeinarealimage.Therealenvironmentis“augmented”byatoplayer of information and the most popular example of this is the gamePokemonGo.Thistechnologyisstartingtobeusedinthefoodindustrytodesign augmented packaging, like the Lactel Max milk carton for child-ren.Byfocusingascreenonthefrontofthepackaging,over40differentcontents(quizzes,videos)areaccessiblewithfuninformationaboutrecy-clingandthequalityofdairyproducts.
Similarly,thePoultgroupincollaborationwiththePasteurClinic,Arterrisandstart-upUbleamhavedevelopeda“smartbiscuit”;aninteractivelogoonthepackagingisanimatedtogivetheconsumerinformationabouttheproductanditsingredients.
6 / Easycom / Document Confidentiel / Tous droits réservés
VOS SUPPORTS IMPRIMÉSEN RÉALITÉ AUGMENTÉE
“Paper on” application to visualise content in augmented reality (packaging for example).
The customer/user can then “virtually” handle the product (3D), with demo videos, tutorials, etc.
Paper On, EASYCOM
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Transparency, traceability and future imperatives4
The Mars Food group, the Transparency-One platform that maps theentiresupplychainandvisualisesthedata,SGSwhichcollectsandchecksthis data’s exactness and Blippar, a tech company specialised in aug-mented reality, have launched an app that scans the back of a packetofUncleBen’sBasmatiricetoseetherice’sjourneyinaugmentedreality,frompaddyfieldtoplate,andlearnmoreaboutthesustainabilityinitiativeadoptedbythefarmersthatgrowtherice.
The limittothese initiativesresides inthefactthattheyrequiredown-loading the dedicated app. The “supermarket of the future” revealed atMilanExpoin2015andmadearealitybyCoopItaliaintheBicoccaVillageshopping centre in the same city has augmented reality labels that donotrequireasmartphone.Inthefruitandvegetablesection,forexample,simplyplaceyourhandabovetheproducttoinstantlyseeitsplaceofori-gin,thenumberofcaloriesitcontains,potentialallergens,acompletelistofrawmaterialsandtheirorigin,andeventheproduct’scarbonfootprintthankstoatechnologydevelopedandpatentedbyCarloRatti,architectandMITprofessor(MassachusettsInstituteofTechnology).
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Transparency, traceability and future imperatives4Virtual reality
Opendaysandfactorytoursareafantastictool fortransparency,butarenotalwayspossibleforsafetyreasonsandbecausetheyarecompli-catedtoorganise.Virtualrealityisstartingtobeusedtocreateasimilarexperience ina funway.Coca-Colaoffersa360°virtual tourof itsbott-lingsiteinGrigny.VisiblewithavirtualrealityheadsetviaanappandQRcode,thefilmisalsoavailabletoeveryoneonYouTubeonasmartphoneortablet.McDonald’sinEnglandlaunchedthe“Followourfootsteps”projectso people can follow the chain’s farmers, suppliers and teams. NescaféusesvirtualrealityfortoursofoneofitscoffeeplantationsinBrazil.
This technologymaybeawayofopening the “blackbox”of the foodindustry.However,ifitisonlyusedforonestageoftheproductionchain,itcancreatefrustrations.Furthermore,consumersmusthaveVRheadsetsorgotoanexhibitionoranothersimilareventtoenjoytheexperience.
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Transparence et traçabilité, impératifs de demain4Blockchain and its perspectives
Blockchainisaninformationstorageandtransmissiontechnologythatisdecentralised,transparentandsecure.Byextension,blockchainrepre-sents a database containing a record of every transaction between itsuserssince itscreation.Thisdata issecureandpublic. It issharedby itsdifferentuserswithnointermediary,whichmeansanyonecancheckthevalidityofthechain.Thefirstblockchainappearedin2008withthebitcoindigital currency, but possible applications are very varied46. In the foodindustry,ithelpsfightfraud,quicklyshowsthepathtotherootofanyhealthissues,recallstheproductsconcernedmoreefficientlyandalsoprovidesconsumersmoreinformation.
46 Définition de Blockchain France https ://blockchain-france.net/decouvrir-la-blockchain/c-est-quoi-la-blockchain/
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Transparency, traceability and future imperatives4
Supply chain
Blockchain
•Cannedtuna •Frozentuna
• Fishing set • Transfert todifferent wellonboard • Observer
Cold Storage place Discharge
& transport in truck
Fishing vessel
Shipment
Retailer check & Sell
Fishing vessel
Truck
Cold Storage
Processor
Transport companies
Retailer
Processing final product
1
2
34 5
6
• Shipment receip • Tally sheet (weight control)
• Sizing&weight sheet •Clientinvoice •Storage reciept
•Reception reciept •Processsheet by step •finalproduct control • Clientorder &invoice
Consumer
check
Example of blockchain used in tracking tunasource Bureau Veritas, Origin
•Unloading inspection
• inspection during fishingtrip • Recordsmass balance check • VideoCheck
•Coldstorage inspection &audit
•Traceability audit/process inspection on site +recordcheck • Lab testing (DNA)onfinal product
•FinalRandom inspection (FRI) •Pre-Shipment inspection (PSI)
•FRI (quality, weight, traceability)
•Shipment/ packing list • Invoice
&reception sheet/storage
Traditionalqualityassurancefortraçability
• Log-book/IMD • Stowage diagramsheet • Video (e-observer)
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Transparency, traceability and future imperatives4
CarrefourhaslaunchedthefirstfoodblockchaininEuropeinnineofitsqualitylines,startingwithitsAuvergnechickens.ThelabelhasaQRcodethatcanbescannedby theconsumer indicating the locationand typeoffarm,thenameofthefarmer,thetypeoffeed(withoutGMOs,soyaorcereals),labelsandeventheslaughterhouse.
AmericanretailerWalmarthasalsosetupablockchainsystemincol-laborationwithIBMandtrialleditinMay2017onapacketofslicedmango.Thanks to this technology, the teams found theMexicanmango farm in2.2secondscomparedto6days,18hoursand26minuteswithoutthesys-tem. In China, e-commerce giant JD.com also uses blockchain to tracetheproductionanddeliveryofseveralproducts including frozenbeef. InMarch2018,theauditandcertificationfirmBureauVeritaslaunchedOrigin,afoodtraceabilitysolutionbuiltaroundblockchainthatusesinspections(inparticular,competentpeoplewhoenterdatainthesystembutalsointhefield)andtesteditontunafishinginthePacific.
Stakeholdersarecomingtogethertodefinethenecessarystandardsforsharing this information. InAugust2017,Walmart,Kroger,Nestlé,Unilever,TysonFoodsandothermajorAmericanfoodgroupsmetwithIBMtocreatetheBlockchainFoodTrust,tosetupstandardsandcreate“theequivalentofFedEx for tracking foodproducts”.At theendof2017,Walmart, JD.comandIBMcreatedtheBlockchainFoodSafetyAllianceChina.
Many start-ups are also focusing on this area. Californian companyRipe.iohelpstheSweetgreenfast-foodchaincontrolthequalityofitsfreshproducts,startingwithitstomatoes.BritishfirmProvenanceispromotingbrands that commit to ethical sourcing, fair working conditions, sustai-nabledevelopmentandqualitycriteria. It signedapartnershipwith theSoilAssociation,theleadingcertificationorganisationfororganicproductsintheUnitedKingdom,guaranteeingrespectfororganicspecificationsforabrandofbaconandprovidingconsumersinformationaboutproduction.
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Transparency, traceability and future imperatives4
Similarly,ViantisworkingwiththeWWF(WorldWildlifeFund)toguaranteeresponsiblefishingpracticesofftheislandsofFiji.
Transparency isbecomingamajordifferentiation tool forbrandsandhasledtopositivecooperationbetweenthedifferentlinksinanindustry.Blockchainhasitslimitations,however,likethecostofdevelopingthetech-nology,appandpackagingwhich,dividedbetween thedifferent indus-trystakeholders,canremainquitereasonable(about1%surchargeonthefinalproduct).Theoftenmentionedenergy-intensivenatureofblockchainconcernsthepublicblockchainprimarilyandisnotachallengeforprivateblockchains.
Blockchainsupposesthatdatacannotbefalsifiedonceinthesystembut itdoesnotguarantee that theywillbecorrectatorigin. Entryerrorsandevenfraudcanstilloccur(anorganicfarmercandeclarenouseofpesticides):it’stheGIGOeffect(garbagein,garbageout).Thistechnologydoesnotdispensewithinspectioninthefieldbyanindependentorganisa-tion.Finally,itmaybehackedashasalreadyhappenedseveraltimeswithBitcoin.
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Transparency, traceability and future imperatives4Genetic tests and scanners
Othertoolsareusedtoguaranteeproductauthenticity.GiventhathalfoftherestaurantssurveyedinSpainservefishthatisnotthespecieswrittenonthemenu47,AZTI-Tecnaliaresearchersdevelopedgenetictestsaspartof the EuropeanFOODINTEGRITYproject. These testsarealsocapableofdetectingthepresenceofRobustacoffeeinArabicacoffee.
Similarly, scanners that can analyse food on a molecular level usingnear-infrared spectroscopyarecurrentlybeingdeveloped, like thosebycompanies Scio and Tellspec. They are capable of detecting allergensandwillperhapstomorrowbeabletoassessthepresenceofpesticidesandthereforeifaproductisorganicornot,liketheprototypefromIsraelistart-upInspecto.
47 http ://www.azti.es/one-out-of-two-surveyed-restau-rants-serve-fish-that-does-not-match-the-menu/
Kit for detecting the origin and composition of products (organic, protected origins, allergens, etc.).
DNA FOIL, SwissdeCode
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Transparency, traceability and future imperatives4Future scenarios
• At the supermarket, scanners using infrared spectroscopy are available for checking the nutritional qualities, pesticide content or freshness of products.
• In restaurants, digital tablets with menus offer the possibility of clicking to watch videos about where ingredients come from, how they are grown, harvested then brought to the kitchen, or how the animals are treated.
• Transparency extends to include new criteria:
— the share of added value that comes back to each stakehol-der (similar to the “C’est qui le Patron” initiative),
— working conditions of farm and food industry employees,
— transport distance and duration (for animal welfare and car-bon footprint)
• personal AI assistants are configured to select products according to cri-teria previously defined by the consumer and make the necessary veri-fications. It is therefore no longer necessary to scan products or watch videos or read documents.
• A blockchain hack (upstream) results in a huge health scandal and dis-credits this technology. Citizen groups organise themselves to go and inspect production in fields and factories, like the Participatory Guarantee Systems used in the organic sector and Community-Supported Agricul-ture (CSA) in China or India48.
48 https ://fr.wikipedia.org/wiki/Syst%C3%A8me_partici-patif_de_garantie
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