How Food Reaffirms Its Central Role through the Care for Ourselves and the Planet

How food reaffirms its central role through the care for ourselves and the planet

We are what we eat, and what we eat shapes the world we live in. The choices we make at the table nowadays carry profound implications not only for our well-being but also for the health of the planet. Innovation in the food industry has become essential in achieving self-care through conscious food choices; this is no longer a trend, but a global responsibility. Just as individual health cannot be separated from what we consume, environmental health is indissolubly linked to the systems of food production and consumption.

The growing awareness of this connection is pushing both consumers and producers to rethink how food is sourced, produced, and consumed, which requires continuous innovation in food processes and products. From reducing carbon footprints to eliminating harmful additives, the entire food industry is being transformed by the need for transparency, sustainability, and inclusivity.

Plates as a space for self-care and wellness

For many consumers, the plate has become a powerful tool for self-care, with health cited as the primary incentive for changing eating habits. More than 74% of people believe the food they eat may be harmful to their health, driving significant dietary changes. This shift is characterized by a growing preference for natural and less processed foods, with 72% of consumers favoring such options. This demand for transparency and simplicity is pushing innovation in the food industry, as producers develop new ways to meet consumer expectations for clean-label products free from additives and suspicious ingredients.

However, the concept of self-care through nutrition goes beyond physical health. It encompasses a holistic approach, where naturalness and simplicity are the focus. This desire for naturalness represents a deeper reassurance for consumers who associate simple, whole foods with better health outcomes.

The pursuit of balance, through food as a form of self-optimization, is becoming an essential part of daily life​. This trend towards health-conscious eating also explains the rise of hyper-targeted products. Consumers are increasingly looking for food tailored to their specific needs, whether based on age, lifestyle, or diet. Innovation in food processes and products is driving this shift, enabling personalized diets that optimize body performance. Examples include protein-rich options for plant-based diets and immunity-boosting ingredients like adaptogenic mushrooms and probiotics.

In addition to prioritizing their own health, consumers are increasingly aware that food is a way to care for the planet. The rise of plant-based diets, buoyed by the growing popularity of flexitarianism, has increased to 44% globally, reflecting a significant cultural shift. This type of diet represents a crucial intersection between choices that promote our well-being and those that are ethically responsible for the environment, considering the significant impact of animal-derived products.

Food is a tool for global responsibility

The trend towards more responsible food choices is, thus, not limited to personal well-being; it also extends to a broader sense of global responsibility. Consumers are increasingly aware of the environmental and ethical impact of their food choices, and this awareness is shaping their purchasing habits, as reflected by 58% of consumers who consider sustainable consumption as a way to assert their identity and beliefs.

To align their purchases with their values, consumer behavior is becoming even more radical:

  • 53% of them have stopped buying certain products due to ethical or environmental concerns.
  • 54% actively seek out sustainable companies and brands.
  • 71% prioritize or buy exclusively local and in-season produce, a preference driven by a desire to support sustainable agriculture and reduce the environmental impact of long-distance food transportation.

This consumer-driven shift is pushing the industry toward innovation in food processes that prioritize sustainability, with the food industry adjusting its practices to meet consumer expectations. There is a notable rise in products that emphasize local sourcing, reduced carbon footprints, and sustainable packaging.

De-consumption as a balancing act for affordability

Despite the increased willingness to invest in healthier and more sustainable options, cost remains a significant factor: 65% of consumers are prepared to pay more for healthier products, but they still expect value for their money​.

Affordability is particularly important in the current economic climate, where food inflation and rising costs are affecting purchasing power. Consumers are looking for a balance between quality and price, with sustainable products experiencing a slump in supermarkets due to high costs.

In response to these demands, food companies are focusing on innovation in food processes and products that balance health, sustainability, and affordability. This includes the development of new product lines that cater to specific dietary needs, such as plant-based alternatives, clean-label items, and fair-trade products. The food industry is also embracing technological advancements to create more efficient, transparent, and sustainable production methods, ensuring that consumers have access to food that meets their expectations without breaking the bank.

An interesting trend emerging in response to these challenges is “de-consumption”, the voluntary reduction of consumption, particularly for ethical reasons. Among environmentally conscious consumers, reducing their overall consumption footprint has become a popular practice. However, for many, de-consumption is not always a choice but a necessity driven by economic factors. In countries like France, for instance, 73% of lower-income households have reduced their food consumption due to inflation, compared to 46% of wealthier groups.

This is where the food industry faces a complex balancing act: it must provide products that align with health and sustainability goals while remaining affordable for all consumers, regardless of their economic status. The challenge is to create inclusivity in the market, ensuring that everyone can access healthy, sustainable, and ethically-produced food.

How BTSA contributes to innovation in the food industry

BTSA fully understands the complex balancing act the food industry faces today. From the increasing demand for transparency and sustainability to the shift toward health-conscious and personalized diets, BTSA responds with innovative solutions in the development of natural antioxidants like vitamin E. These solutions not only enhance product quality but also support sustainable practices. While the industry strives to balance the offering of healthy, sustainable products with the need to keep them affordable for all consumers, BTSA consistently contributes by providing accessible, ethically-produced food ingredients. In this way, BTSA actively supports the creation of a more inclusive, responsible food system that addresses both individual and global well-being.