Food for Thought
– opportunities in a fast eating industry

How digital can food become? In the future, will big data, health self-monitoring & data storage optimize our purchasing decisions? Will we choose what food to buy or will our digital-self decide? Possibilities for dynamic pricing and sharing economy will change the competitive set. Will stores be needed in 5 years and where will the competition take place? Food waste and obesity are two global threats that will shape the future of food. Can VR technology solve this problem?

Here is some food for thought about the challenges and opportunities we recognize for large FMCG companies in mature markets. This is the first of two Googol Insights on FMCG. In this part, we recognize the new game plan on a changing and continuously developing market and in a second part we discover three opportunities to become more innovative.

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