Rapid technological development and digitalisation are affecting both consumers and businesses. They are changing purchasing behaviour and enabling new actors with new business models to enter the arena. In retail, every part of the value chain is affected – from product development and sourcing to logistics, product supply, data-driven offerings and personalised marketing.

Growth in e-commerce combined with the expansion of discount chains is resulting in increased transparency and a sharper focus on price and value for money.

Customers want better availability, service and offerings. Many also feel that they do not have enough time and this is increasing the demand for ready meal solutions, online shopping options and more efficient delivery. It needs to be easy, convenient, tasty, healthy – and fast.

Corporate responsibility, environmental impact, business ethics and control are increasingly important from both a business and risk perspective. Consumers are demanding sustainable products and services, and suppliers want to work with innovative, long-term and stable customers. Corporate responsibility is considered an increasingly valuable asset among employees of today and tomorrow.

Among the most obvious trends in society is an increased focus on physical and mental health. The health aspects span a broad spectrum of areas – with diet, exercise and work/life balance being increasingly important lifestyle issues. ­Interest in what food and medicines contain and how they are produced has increased significantly in recent years.