Considering "7 Themes, 7-Year Predictions" ~ 5. Distribution & Retail

Members of Dentsu Inc.'s 'Food Lifestyle Lab' pondered the future of Japan's food scene. For example, what will the "food landscape" of this country look like seven years from now, in 2025? We set forth seven themes. These are near-future projections conceived by Food Lifestyle Lab members who have accumulated expertise in their respective fields.

Food delivery methods will see all kinds of combinations emerge

Food's inherent characteristic is its ability to expand vertically and horizontally by combining with other fields. It's like a slime mold-like domain. Undoubtedly, such combinations will increase in the future.

"Food delivery methods" also have room to incorporate various other elements, such as combining with design or AI.

Uber Eats is a prime example, and fashion brands increasingly offer food in their stores. Expansion may occur from existing retail businesses, or approaches may originate from entirely different fields.

Within this landscape, what kind of "food delivery methods" will be preferred in the future? Ultimately, I believe it hinges on the experience design: how well we can personalize the delivery for customers and create a sense of closeness between seller and buyer. Even if big data is analyzed behind the scenes and systems optimize efficiency, the ideal delivery experience for the customer should feel tailored to them, not uniform.

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

In the U.S., services connecting producers and consumers to deliver fresh produce have existed for some time. Recently, they've evolved to harvest and deliver based on recipes. I believe services that not only offer convenience but also make customers feel "this is right for me" and shorten that distance will be chosen.

 

Food, 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.