Rabobank Senior Consumer Food Analyst Thomas Bailey Says In The Next Few Years Will See Fewer “Disruptive” Innovations

Rabobank senior consumer food analyst Thomas Bailey says in the next few years will see fewer “disruptive” innovations as large food companies, including in New Zealand, refocus their attention. Disruptive innovation includes plant-based meats, insect protein bars, synthetic fat replacers, and precision-fermented milk proteins. According to Rabobank this area has reached its peak with the same group of investors that drove the 288% increase in deals from 2010 to 2022 appearing to have put the brakes on deals. Investment in disruptive innovations, such as precision fermentation, has declined resulting in fewer but potentially more successful disruptive products that endure more intensive vetting. His report suggests companies would focus on things like improving the taste, convenience and health of their products rather than chasing disruption.