Are Your Kids Eating Right? The Future of Healthier Eating: 12 Scenarios and Their Probability to 2020

Although obesity rates are climbing, increased public awareness of wellness issues may mean there is a way to stop the fattening of America.

Washington, DC (PRWEB) September 8, 2007 -- Are you and your kids eating right? As the school year kicks off, families will see more initiatives by governments, public interest groups, medical and health care companies, and insurers that encourage healthful foods and eating habits, and discourage or even prohibit unhealthy foods, according to a recent report by the futurist research and consulting firm Social Technologies.

Entitled "Making Eating Healthier: 12 Possible Interventions," the report discusses the growing concern over climbing obesity rates, increased public awareness of wellness issues, and escalating health care costs are providing an environment ripe for 'paternalistic' policies, programs, and recommendations that may influence the future of eating.

"While doing research I found that product transparency, revamped school lunches, and bans on certain ingredients are top among the possible future scenarios for healthier eating in America," says Social Technologies analyst Laura Hudgins, the author of the report. "Consumers will increasingly favor changes that improve the availability of healthful options, and frown on those that openly limit food options."

Using a futures tool called scenario planning---which allows people to consider all of the likely outcomes of a trend or issue---Hudgins came up with 12 possible interventions. Several are listed below, along with her assessment of their probability.

A SAMPLING OF HEALTHIER-EATING SCENARIOS
Transparency: In this future scenario, food companies respond to concerns about food safety with greater transparency about how, when, and where their foods are produced. Scannable labels provide consumers with credible information about company practices and product history, such as the type of pesticides used on a conventionally grown crop or the date and time a batch of juice was pressed. Probability: Very high.

School lunches revamped: Since the fall of 2006, US public schools have been required to offer more wholesome meals and eliminate heavily processed, high-fat, less nutritious options from their menus. In this future, stricter measures continue to be imposed to protect schoolchildren, whose food choices are largely controlled by others. Probability: High.

Overhaul of the US Farm Bill: US agriculture policies are revised to promote healthier food, sustainable-farming practices, and humane animal husbandry. The revised bills encourage and reward growing a spectrum of agricultural products, rather than just more carbohydrates and grains. Probability: Medium.

Sensing technology monitors diets: New technology (such as saliva tests)enables consumers to quickly assess their dietary needs, receive recommendations for meeting established diet and health goals, and make food choices based on real-time feedback. Users see a tangible connection between food and wellness, and modify their eating choices to achieve better health. Probability: Low.

BUSINESS IMPLICATIONS
What do these potential scenarios portend for the business community?

"Although consumers are apt to protest interventions that dictate specific diets, they may voluntarily support food products that achieve the 'holy trinity' of nutrition, convenience, and taste," Hudgins says. "Companies should pay attention to this trend."

Food companies might also try to tap into the healthy school-lunch trend.

"They could facilitate school-lunch reform and gain high-volume customers at the same time by developing healthful and tasty lunch items that can be easily prepared and served in school cafeterias," Hudgins suggests. "For example, they might develop meal kits that contain pre-sliced, pre-measured fresh ingredients for 'homemade' entrees that only need to be combined or heated."

LEARN MORE
To hear more about the additional scenarios and business implications analyst Laura Hudgins suggests, send an email to Hope Gibbs (hope.gibbs(@)socialtechnologies.com) to set up an interview.

About Laura Hudgins
Laura Hudgins is one of the lead writers for S)T's Global Lifestyles project, a multiclient forecasting and analysis service that identifies, interprets, and forecasts changes in consumer lives around the world. Her knowledge and expertise in trend research and analysis come from her broad background as a public policy analyst, entrepreneur and business owner, project manager, and professional chef. As a policy analyst, Laura monitored emerging trends in the activist community and analyzed their potential impacts on corporate and government policy. She also draws insights from her travel throughout Southeast Asia, where she explored the cultures of Thailand, India, Cambodia, Vietnam, and South Korea.

About Social Technologies
Social Technologies is a global research and consulting firm specializing in the integration of foresight, strategy, and innovation. With offices in Washington, DC, London, and Shanghai, Social Technologies serves the world's leading companies, government agencies, and nonprofits. A holistic, long-term perspective combined with actionable business solutions helps clients mitigate risk, make the most of opportunities, and enrich decision-making. For more information visit www.socialtechnologies.com, the blog: http://changewaves.socialtechnologies.com, and our newsletter, www.socialtechnologies.com/changewaves.

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