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NEW DIETS

A new global diet is an opportunity to innovate. It is about bringing ancient protein rich plants back to our plates and in our fields – and to eat locally produced food.

 

Diets are closely linked with environmental and human health. Large parts of the world population eat a diet rich in unhealthy refined fats, refined sugars and meat – and it is taking its toll. People are getting heavier and loose years of healthy and productive living on that account, our planet is getting warmer and our health expenses increase. A global dietary transition that includes putting more local produce and a varied source of proteins on our plates is an opportunity to put people, planet and our common prosperity on a healthy track.

MEAT FOR THE FUTURE
Meat is delicious, but it quickly becomes unsustainable if we eat too much. Today we have a great deal of knowledge about our dietary needs and how they can be met in a healthy and environmental friendly fashion, but little of this has been turned into new products leaving ample room for innovation. Securing a wide source of quality proteins in the diet is a prime concern and bringing protein rich plants back to our plates and in our fields can aid this. The demand for plant-based proteins is set to skyrocket in the future offering business an opportunity to innovate and meet consumers’ appetite for novelty. Plankton and insects are attractive candidates for new stable protein-rich meat alternatives. It is about inventing meat alternatives that look, feel and taste like animal meat, with the familiar texture and variation, but with a lower CO2 footprint.

EATING UGLY FOOD
Supermarkets seem convinced that consumers will not buy food which has the “wrong” weight, size or appearance. However, a recent survey shows that most consumers are willing to buy heterogeneous produce as long as the taste is not compromised.

For some crops, up to 30 percent of a harvest is often deemed too ugly to leave the farm and ends in landfills because it does not meet the societal expectation of what we consider edible. Marketing campaigns by retailers, governments and schools are an opportunity to drive a change in the perception of what proper food should look like to drive ugly food onto our plates, not in the garbage.

A NEW GLOBAL DIET
A new global diet is an opportunity for change-makers, such as famous chefs, to take the lead in promoting dietary changes by altering the public perception of local and sustainably produced food. Reigniting an interest in – and a taste for – indigenous foods can help improve nutrition for those at risk of suffering from malnutrition while improving biodiversity.

Business plays a key role in promoting a global dietary shift by pushing healthy and protein-rich meat substitutes onto our plates such as legumes, seaweed and insects. Exploring more varied and protein intensive diets can result in more people consuming the recommended amount of nutrients. Companies can be leaders in this movement by making vegetarian dishes the default option at conferences, on airplanes and in other forums where large groups of people eat.

In all, reintroducing native plants and developing protein-rich meat alternatives are opportunities to address the global food crisis in a way that shapes a healthier planet with
healthier people living in healthier economies.

Key Numbers

70

% more calories available – if crop production used for animal feed & other nonfood uses were targeted for direct consumption.

46

Percent of global freshwater use is for producing animal-based food.

30

Percent of some crops are deemed too ugly and ends in land fills.

Solutions for this Opportunity

BEYOND MEAT

Beyond Meat creates nutritional value at low cost by mimicking meat-products using plant protein.
Location: USA See this solution

TRANSPARENCY FOR CONSUMERS

Packaged food in Ecuador must carry a front-of-package “traffic light” label indicating levels of fats, sugar, and salt.
Location:Ecuador See this solution

CRISPY CRICKETS

The Dutch, Kenyan and Ugandan public/private partnership Flying Food is working to develop a value chain of edible crickets.
Location: The Netherlands, Kenya & Uganda See this solution

INSECTS ON THE PLATE

Grub Kitchen is the first UK restaurant to put insects on the menu offering dishes with black ants and grasshoppers among others.
Location: United Kingdom See this solution

FLY FOOD

AgriProtein’s fly larvae-based MagMeal provides a natural alternative to soy and fishmeal in animal feed.
Location: South Africa See this solution

PLANT PROTEIN

Hampton Creek identifies and uses plant proteins to produce healthier and more affordable food options for everyone.
Location: China See this solution

INFORMATION FOR A BETTER DIET

Go Vegan is an organization dedicated to inform families in New Zealand about the benefits of a plant-based lifestyle.
Location: New Zealand See this solution

DEVELOPING FOOD AWARENESS

DNV GL’s Sustainable I is an app which makes users aware of the carbon and water footprint of their everyday choices, incl. dietary choices.
Location: Global See this solution



SURVEY FINDINGS

THE TOP OPPORTUNITY IN INDIA AND CHINA

“New Diets” is the least favoured of the three opportunities to address the current global food crisis. Even though, there are great variations between regions, it is fair to say that the world has limited appetite for “New Diets.”

MIXED APPETITE FOR NEW DIETS

In six out of the nine regions, there is a perceived lack of capacity to pursue this opportunity compared to the remainder 14 opportunities. It is especially the four regions of North America, Europe, other Asia and MENA where confidence in the ability of new diets to change societies for the better is low. The same goes for their perception of the capacity to pursue it. These four regions have particularly limited faith in the political will power to pursue the opportunity of new diets.

Sub Saharan Africa and South America, believe that new diets will have positive impact on society, but that the political will to pursue it as low. For Europe, the MENA region, North America and South America the survey data shows that the respondents perceive lack of political will power to be holding the regions back in pursuing this opportunity. For India, South East Asia & Australia and China capacity to pursue this opportunity is perceived to be present.

EAT TO CHANGE THE WORLD

What you put on the plate is not perceived to be a very effective avenue for addressing the global food crisis, as a new diet is the least preferred of the three opportunities addressing the food crisis. It is not perceived to make a big difference on the greater society as this opportunity consistently is rated low on positive impacts on society. “New Diets” is the opportunity of all 15 which shows the greatest difference in rating between medium and very high HDI countries. Medium HDI countries see more potential in new diets as an avenue for positive change than high HDI countries.

The surveyed five sectors surveyed do not see any particular business case in pursuing the “New Diet” opportunity, and it is believed to have limited influence on their business.

NUMBER 10 ON THE OPPORTUNITY RANKING

New Diets_Ranking

THE ECONOMIC CAPACITY, TECHNOLOGICAL CAPACITY, AND THE POLITICAL WILL POWER TO PURSUE THIS OPPORTUNITY ACROSS NINE REGIONS

Capacity to pursue_New Diets

BENEFITS AND CAPACITY

Perceived benefits from pursuing this opportunity (x), and capacity to do so (y), World and geographic regions. Scale goes from -10 to +10.

GOR_SocietyCapacity_New Diets


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