So who will win, lose, or draw and what does the future of F&B hold? Despite all uncertainties one thing is clear: technology will continue to play a bigger role. Returning safely also will be key: consumers will dine and shop only where they feel secure. Another unstoppable trend is direct-to-consumer, including online sales. It has grown tremendously during the pandemic, and it will continue to expand.
An awareness of health will feed more healthy, quality food sales: environmentally friendly packaging, snacking and organic foods will keep on growing in this brave new world.