The collective awareness of different foods from around the world has increased dramatically due to globalization. This is no surprise as global tourism flows reach 1.5 billion by 2020 and 65% of households connected and online worldwide. Asia Pacific and Middle East and Africa regions are the main global growth drivers of packaged food globally. One trend seen across the globe is “selling trust”. As consumers become more price conscious and increasingly mistrust brands, especially those from the largest global food manufacturers, there is a shift towards more "authentic”, niche and natural products, with consumers seeking brands that they see as upholding key values. A growing number of consumers trust organic products to be healthier, more natural and greener, but also favour smaller niche food manufacturers over large food multinationals.
*Source: Euromonitor International