Food Disruption Map: Innovations between acceptance and rejection

27.08.2018

Food is on everyone's lips, and new technologies and innovations in the field of nutrition are mushrooming. The GDI's Food Disruption Map shows their feasibility and acceptance today and in the future.

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:

  • Left quadrant: Innovations or concepts that are at their very beginning in terms of both technological development and social acceptance; for example, In Vitro Meat.
  • Top quadrant: innovations that are still in early stages or don’t yet exist, but which society would like to see. This could be Augmented Reality Packaging, for example.
  • Right quadrant: Innovations and concepts that are well advanced in terms of both technological development and social acceptance and which we could no longer imagine not having. These include online platforms where you can order food.
  • Bottom quadrant: Innovations that are technologically well developed and feasible but are viewed critically or even completely rejected by society. Genetically modified foods are a good example.

 

Read more about the future of nutrition in the “European Food Trends Report”.