Considering "7 Themes, 7-Year Predictions" ~ 4. The Affluent

Members of Dentsu Inc.'s 'Food Lifestyle Lab' pondered the future of Japan's food culture. For instance, what might the nation's food scene look like seven years from now, in 2025? We explored seven themes. These are near-future projections envisioned by Food Lifestyle Lab members with expertise in their respective fields.

Investing in food ahead of the curve. That's what nurtures food innovation.

When predicting the future of food, the trends among affluent consumers are critically important. The reasons are twofold: first, affluent individuals have a high level of interest in food and actively seek out the latest innovations. Food directly impacts their daily performance, making it an area where they invest proactively.

Furthermore, even for expensive products, affluent individuals will invest generously if the perceived value exceeds the price. They are also likely to actively adopt expensive food services still in the midst of technological innovation before they become widely available and affordable, recognizing their value early. They can be considered early adopters in food.

Furthermore, the affluent form communities among themselves, where food information is a key topic of conversation. They invest in cutting-edge food experiences and share positive ones with other affluent individuals. If something gains recognition within these circles, it attracts broader public attention and eventually enters the mainstream market.

Illustration: Mio Oshima (Dentsu Inc. "Food Lifestyle Lab")

For example, blockchain is expected to play a role in food traceability going forward, though it should still be in its developmental stage by 2025. However, affluent consumers seeking food safety will likely invest in it proactively. Evaluating this trend can help predict the future state of blockchain and traceability.

The trends among the affluent class will predict the future of food and spark the next wave of innovation.

 

Food, being the very source of human life, interacts with every aspect of living and reflects societal changes and cultural trends. Dentsu Inc.'s 'Food Lifestyle Lab' is a project aiming to improve society through food by providing solutions related to this very food. Composed of members with diverse expertise and insights across the company, it leverages its network extending beyond the company to engage in roundtable-style innovation creation. Currently, the internal team consists of about 20 members. The project's origins date back to the early 1980s, and since then, it has continuously accumulated and updated various insights.