What is in this article?:
- Rising Asian middle-class likely to change U.S. agriculture
- Launching in Japan
• Growing affluence in China could change people’s diets and the global food system.
• Consumers will expect more choice, quality, convenience and safety in their food purchases.
Launching in Japan
The U.S. Department of Agriculture’s Foreign Agricultural Service (FAS) is assisting the Council with the launch of Food 2040 in Japan. “Japan and the United States are long-standing trading partners, and we understand each other well. Now, our two nations must learn more about China and develop an understanding of how this emerging mega-market will influence the global food system and our two nations’ participation in it,” said Geoffrey Wiggin, USDA’s FAS Minister-Counselor in Tokyo.
Food 2040outlines the following possibilities for significant change in the global food system.
GLOBAL FOOD SYSTEMS RESTRUCTURED TO SUIT CHINA’S MIDDLE CLASS
China is the world’s fastest growing economy, and because of the sheer size of its population, Chinese demand will reshape the global food industry over the next 20 years. Although India is expected to surpass China in population numbers, China is likely to remain the dominant economy within the timeframe of Food 2040.
CHINA AS WORLD BIOSCIENCE LEADER
Agricultural biotechnology may no longer be dominated by U.S. technology. China is on a path to global bioscience leadership, driven by major central government investments to meet its own food needs and a desire to be an export leader.
NEW ASIAN SYSTEM OF FOOD SAFETY
Asia does not yet have a well-developed food safety and inspection system, but this could change through use of 21st-century nanotechnology, biotechnology, information technology and logistics systems.
FOOD AS A SERVICE
By 2040, 70 percent of consumer food expenditures in Japan will go toward foods prepared outside the home, and China is likely to adopt Japan’s rapid acceptance of foods prepared outside the home.
FOOD AS A SERVICE
Food 2040envisions a proliferation of specialty markets and product differentiation in Asia. This is not a new concept for the United States, where the average U.S. supermarket carries almost 40,000 items, but when four billion people around the world with very different cultures and diets begin to enjoy that degree of consumer choice it will significantly affect global food production, processing and distribution systems.
The completeFood 2040 study is available at www.grains.org.