Dr John Roche

Food Security and Consumer Preferences – Shaping the Future of Food

Global food systems face an unprecedented challenge. Over the next three decades, humanity must produce almost as much food as was produced over the previous two millennia, yet do so with finite land resources, increasing environmental constraints, and a growing global population. At the same time, food security is becoming more fragile: affordability is declining, and both hunger and malnutrition persist in many forms, including the challenge of "hidden hunger". These pressures require food production systems that are both productive and environmentally sustainable. However, the future of food will be shaped not only by science and production efficiency, but also by consumer preferences and perceptions. Consumers rarely make food choices based solely on evidence. Research from psychology and behavioural science suggests that people often buy on emotion and justify decisions with logic. Purchasing decisions are increasingly influenced by values, stories, identity, trust, and perceptions of how food is produced, rather than by product attributes alone. Where they can afford to, consumers are buying the process as much as the product. Social media, confirmation bias, changing societal norms, and heightened concern about environmental and health issues further shape public attitudes toward emerging technologies and production practices. Scientific evidence remains essential, but effective engagement requires understanding the social and cultural factors that influence decision-making. Building trust, transparency, and accountability throughout the food system is critical. Success will depend not only on producing more food sustainably, but also on maintaining public confidence in how that food is produced.