This is an excerpt from the GDI study “European Food Trends Report”. The complete study is available on our website.
The more advanced a technology, the more likely it will be accepted by society. One possible explanation for this correlation could be that investments are made primarily in innovations where a general consumer interest can already be assumed.
On the other hand, media reporting could also play an important role. If there is a lot of media coverage of a certain technology that’s extensively developed and widespread, its acceptance in society is likely to increase. People are accustomed to this technological progress, fear of contact is shrinking, and the horizon for new possibilities is expanding.
The Food Disruption Map shows the feasibility and acceptance of present and future innovations. The technology axis describes how far the feasibility of an innovation has advanced. The acceptance axis describes the extent to which an innovation is anchored in a population’s mindset. The combination of these axes produces four quadrants:
Read more about the future of nutrition in the “European Food Trends Report”.
GDI-Study No. 44 / 2017
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