The mindsets and behaviours of this new generation of consumers are rapidly changing, as they are heavily influenced by new technologies and big data. ‘Online neighbours’ who give product reviews and write blogs with or without actual expertise also play an important role in consumers decision-making.  Food and food production are discussed in online communities that are built around brands, common interests, or a set of shared values. As a result, industry and research are moving towards a more consumer-centric focus for the food value chain. The KATANA Project investigated current consumer needs and summarized their results in the following infographic.

For more information visit the KATANA website.