THE FUTURE OF

FOOD //2029

MANUELA SENZIONI
TESS FERNANDES
INDEX
TA R G E T
12/13
M A N A G E M E N T S U M M A R Y MARKE
4/5 14/27
INTRODUCTION IMPACT
6/7 28/29
PROBLEM DEFINITION FUTURE
8/9 30/41
C L I E N T
10/11
T GROUP

T A N A Y S I S

T DIAGRAM
I M P L I C AT I O N T R E E S
E SCENARIOS 42/45
R E C O M M E N DAT I O N
46/49
BIBLIOGRAPHY
50/53
 MANAGEMENT
SUMMARY
In this report on the future of food we will research
and forecast possible scenarios of the future of food
in and around Amsterdam in 2029. The purpose of this
report is to help the Dutch supermarket chain ‘Albert
Key characteristics of our target
Heijn’ better understand what the ageing society of
population:
the Netherlands will eat and drink ten years from now.
­- Health concerns on average higher than
Ageing is one of the top challenges our economies
younger generations
face, and the population of the Netherlands is
- Need for convenience
aging rapidly. As the largest supermarket chain in
- High awareness of climate change and
the Netherlands, with a market share of just under
wastefulness
35 percent in 2018, Albert Heijn is the indisputable
- High demand for practicality
market leader of the Dutch supermarket industry and
aware that it’s going through a period of significant
change. We have evaluated the target group,
researched trends, and assessed environmental
factors using ‘STEEPLE’.

The emerging trends and predictions we
are working with:
- Hyper-personalized food (DNA-based)
- Lab-grown food and the implications on
the environment
- Hyper-standardized mass production
- Local farming and sourcing of natural
produce
- Home delivery by drones and the overall
rise of food delivery services
- Regulations and restrictions on salt,
saturated fats and sugar in food
- Tax boxes in regard to environmental
footprint.
In this report, we will examine the effects of these
external factors taking into consideration the key
characteristics of our target group. We will also
consider what implications these factors and relevant
surrounding trends will have on the consumer behavior
of the 55+ target group regarding their purchases in
the supermarket sector. Our future scenario consists
of ‘Personalized nutrition vs. Standardized nutrition’
on the y-axis and ‘Natural farming vs. Lab produced
food’ on the x-axis. This diagram creates four different
worlds. One of these worlds offers the best-case
scenario and one implies the worst-case scenario for
Albert Heijn. We will describe and visualize these
four worlds during this presentation. Our goal is to
construct well-fitting solutions and recommendations
in regard to both outcomes.

The population of the Netherlands is ageing,
as it is across the industrialized world. Ageing
populations will create new demands for
technologies, products and services, including
new infrastructures for the supermarket sector
and innovative solutions in regard to food and
beverages. Albert Heijn operates in an industry
that is going through a period of significant
change, fueled by shifts in consumer behavior,
rising competition from online players and
advancing technology (Ahold Delhaize Annual
Report, 2018). These changes are not only
pressuring Albert Heijn’s traditional business
models, but also prompting the supermarket
giant to rethink its strategies and find new
and innovative ways to serve customer needs,
specifically the 55+ consumers. Within this report
INTRODUCTION
we will answer the following question:
“What do 55+ people eat and drink in 2029 and
what will the supermarkets look like?”
The 55+ consumers are set to become the largest
share of the population with the highest purchasing
power. It is in Albert Heijn’s interest to learn more
about this target group. Albert Heijn feels an
obligation to cater to all its consumers and is
motivated to help older citizens lead independent,
fulfilled lives, so they can continue to contribute to
society. If we succeed at finding a well-fitted solution
we will help Albert Heijn create an innovative
supermarket environment which works for everyone,
regardless of age.
 PROBLEM
DEFINITION
W H AT
The purpose of this report is to
come up with an appropriate
solution to the following
question and to help Albert
Heijn gain valuable insight into a
target group they are struggling
to understand: “What do 55+
people eat and drink in 2029
and what will the supermarkets
look like?”
WHY WHEN
The population of the Netherlands In this report we will be using
is ageing. As the largest and emerging trends and future
most popular supermarket in the predictions. Our time frame is
Netherlands it is in Albert Heijn’s ten years from now, which brings
best interest to start exploring us to the year 2029.
the immediate effects this will
have on its consumer behavior.
WHERE
Albert Heijn is the leading food
retailer in the Netherlands. Our
research will be limited to the
Netherlands focusing on the
area in and around Amsterdam.
Moreover, we will be researching
global trends affecting food and
consumers choices. We also use
some inspiration from cities that
are ahead of us. For example,
Tokyo.
WHO HOW
In this report we will mainly focus As junior trendwatchers we will
on the target group from people research and analyze various
aging from 55 to 75 years old. trends and the driving forces
behind these trends. Using
‘STEEPLE’ we will be researching
external factors and use relevant
factors to make a diagram that
creates four scenarios. We will
make two implication trees, one
for the best-case scenario and
one for the worst-case scenario.
 CLIENT

Our client is Albert Heijn (AH), the leading Dutch grocery

chain, which was established in 1887. AH is mainly located
in the Netherlands. In addition, AH has been actively
operating in Belgium since 2011. Between 2012 and 2018
AH established several ‘AH to go’ stores in Germany and
opened a store on the Dutch Caribbean island Curaçao in
2016. Albert Heijn currently holds the biggest market share
of 34,7% with over a thousand stores.

The brand is renowned for their focus on quality, not only for
their products but also for staff and stores, this is why they
are known to be the best supermarket in the Netherlands.
“Both the rich and the poor
Albert Heijn’s mission is to deliver the ingredients for a better
should be able to do their
life, this is why they offer both online and offline services,
groceries at my store” –
a weekly food magazine which offers recipes and prepared
founder, Albert Heijn
meals catering to every consumer need, for example gluten
free or vegan.
THE AH SUPERMARKET
The ‘regular’ supermarket where
customers do their daily shopping
with a wide choice of products
from A-brands to AH’s own brand,
including AH excellent, AH biological
and AH basic. The items in the store
also match the customer location,
therefore customers can find their
favorite local products.
AH TO GO
For those always on the go, the AH
To Go offers fresh and good quality
food and beverages. AH To Go stores
are located to be as accessible and
practical as possible. You can find
them at train stations and busy parts
of the city.
AH.NL
Customers can do their shopping
via ah.nl or the AH App, the online
store with a wide range of products.
Customers can order whenever
they want and the groceries will be
delivered right at their doorstep
AH XL
AH XL offers a wide range of
groceries, where customers can
always find what they seek. There
is a large fresh square in the middle
of the store and the XL stores offer
additional services. For example:
scanning your own articles, which
saves a lot of time at checkout.
Moreover, extended opening hours.
 TA R G E T
For our target group we are mainly focusing on the
GROUP
50+ generation in the Netherlands. According to
the forecast by CBS Netherlands, by 2029 there will
be a continuous growth and the Netherlands will
reach 18 million inhabitants, one quarter of which
will be aged 65 years or older. Currently, people
under the age of 20 are outnumbering those over
the age of 65 by nearly half a million, but due to an
ageing population and decrease in birth rates, the
numbers will inverse by 2030; the population aged
65+ will exceed youngsters by nearly half a million.
An interesting fact is that the 50+ generation is the
group which has the highest purchasing power, due
to an increase in annual income (CNBC, 2019). So
brands would do well to start catering to this market
because it would be a huge resource in boosting
market potential.
 STEE
MARKET A
EPLE
A N A LY S I S
 SOCIO-
ETHICAL

1 PERSONALIZED AND SPECIAL DIETS

As we enter an age where consumers are more
conscious about what they eat, there’s a shift
towards viewing food as a sort of precautionary
nutrition occasion. People want functionality and
instead of being interested in the ingredients of a
certain meal, they’re more interested in what it’s
doing for their body. In relation to this, the demand
for individually tailored nutritional diets and DNA
testing is progressively growing. Personalized
nutrition is set to disrupt the regular consumer
market, helping average people get more from their
day-to-day life. (Forbes, 2018)
2 DELIVERY
The development in technology is reshaping
every inch of the market, including how we order
our dinner. Nowadays, consumers are used to the
convenience of shopping online and expect the
same ‘one click away’ experience when ordering
food, through apps like UberEats and Deliveroo.
This trend comes from the struggles of an ‘on the
go’ society, meaning people are managing so
many things at the same time that the latter lacks
for grocery shopping. (Mckinsey & co, 2019)

VEGANISM
This ethical way of living is making its way into many people’s
3
lives, particularly millennials, but the impact it’s having on
spreading awareness is reaching everyone. Being vegan means
you take special care in not contributing to pollution and meat
consumption, abandoning all animal products including eggs,
leather, or honey. The business in vegan food is booming, many
high street chains such as Wagamama and Marks and Spencer’s
are adapting to this new experimental wave of vegan menus.
(The Guardian, 2018)
 AUTOMATIC RESTAURANTS
Constant drive towards efficiency, that’s the key to the 1
rise of automated and e-restaurants. Having robotic
kitchens means a substantial change in the food
industry (Gerhardt, 2019). For example, there will be
more room for personalized meals, an enhancement
in production (Boston restaurant ‘Spice’ has an
automatic preparation which takes no longer than 3
min. per meal), a safer environment, and furthermore
it allows human staff to focus on other tasks, such as
taking orders and ensuring that guests are having a
good time. (Payspace, 2019)

2 DRONES IN AGRICULTURE & DELIVERY

Lately, the use of advanced technology, such as
robots, has spread to farming and delivering.
In particular we’re talking about drones with
implemented tracking systems (GPS and weather
monitors) and satellite imagery. While Amazon is
developing a flight management system which uses
wireless communication to alert other dronesand
avoid collision, The implementation of robots doesn’t
mean the total elimination of farm workers, but it does
indeed help them to be more efficient. (Forbes, 2019)
 TECHNOLOGY

3
3D PRINTED MEALS
The outstanding development in technology has made
it possible to 3D print not only PLA but food as well!
This gives way to a new range of benefit potentials, for
example it can help with swallowing disorders, it’s good
for the environment as it converts substitute proteins in
something tasty (insects and algae), and makes meat
consumption more sustainable, but it also facilitates
individual food customization (The conversation, 2017)
This new technology provides many new possibilities for
the food industry.
ECOLOGICAL

According to the National Geographic, The Netherlands is the world’s

number two exporter of food as measured by value, second only to the
United States, which has 270 times its landmass. The export of agricultural
products exceeded 90 billion euro in 2018.

It has been predicted that by 2050 it will be socially unacceptable to eat

meat (Mahdawi, 2019). In 30 years, we’ll find it almost unthinkable that
people used to consume animals so casually and frequently as they do
today. This idea may seem far-fetched given society’s carnivorous past but
there has already been a significant shift in the way people think about meat
consumption. In just the past few years veganism has gone from being a micro
movement associated with hippies to being downright trendy (Mahdawi,
2019). Additionally, people are becoming more aware of their environmental
footprint, wastefulness and their personal health.
 LAB GROWN FOOD 1
The lab-grown meat industry saw rapid growth over
the course of 2018, paving the way for an alternative
to conventional agriculture, which would dramatically
change our entire food chain. This would help benefit
the environment and might be a dramatic but necessary
step toward averting widespread ecological disaster.
Lab grown food is made by taking stem cells and using
them to build new cells and encouraging them to grow
by placing them in a nutrient liquid. This new technology
could guide us into a more sustainable direction.

2 MEAT REPLACEMENTS AND INSECT PROTEIN

Fake meat, or alternative meat products, is rising in popularity as consumers look
to eat a more sustainable diet (Roos, 2019). According to NBC News, the pressure
on the planet would be impacted in a huge and positive way if everyone replaced
meat with plant or cell-based alternative. With the global population expected to
swell to 9.7 billion by 2050, meat alternatives could be effective in creating a more
sustainable food supply without forcing people to change their diet too drastically.
Furthermore, edible insects have been hailed as a solution to both global food
shortages and reducing emissions from animal agriculture (Brown, 2018).
3 VERTICAL FARMING
Vertical farming is a system of food production
in a controlled and indoor environment. This
new and upcoming approach of precision
agriculture can reduce the environmental
impact current greenhouse giants have on
our planet and climate change. One of the
advantages of vertical farming compared
to conventional farming is that it makes the
most out of land coverage, using less land is
a win. Food for thought: one acre of vertical
farming yields to an equivalent of 10 or
100 acres of conventional farming (Haspel,
2016). Moreover, produce grows faster under
artificial light because the plants are no
longer limited by the climate. Furthermore,
this new technique reduces water pollution
and can cut overall water consumption by
95%. Vertical farming also exposes us to
fewer toxic substances because it requires
fewer farm pesticides.
 GREENHOUSES IN SUPERMARKETS
Our future vision for retailers going forward involves small greenhouses inside
4
supermarkets. In Japan, supermarkets already have greenhouses on top of, or
adjacent to, supermarkets. The Netherlands can join in on this trend by putting
a greenhouse right inside the grocery store, allowing shoppers to pick their own
items. It’s time to reimagine supermarkets by taking new strides in sustainability,
energy-efficiency, fresher experiences, shopping convenience – and ultimately the
relationship between grocery store and their customers (Lempert, 2018).

5 REDUCING PACKAGING IMPACT

The environmental impact of packaging is a huge problem. Yet, food needs to be
transported and stored in a way that is safe, prevents spoilage and is cost-effective.
Supermarkets have to keep all this in mind while satisfying consumer desires and
industry standards. Zero packaging supermarkets are spreading across Europe and look
set to become a global phenomenon. There are a growing number of zero-packaging
supermarkets around the UK and the trend is starting to take hold in the Netherlands. The
Little Plant Pantry is a new plant-based minimal waste wholefoods store in Amsterdam.
In the store, products are mostly sold loose without packaging in bulk form. Moreover,
the pre-packed goods they sell are in environmentally friendly packaging, including
refrigerated ready-to-go meals to take home.
 ECONOMIC
Given the rapidly ageing society, the older generation is set to have the highest purchasing power in 10
years. Additionally, people are becoming more aware of their personal health and as a result they are willing
to pay more for healthier food. According to a price comparison report by the ‘Consumentenbond’ in 2019
buying organic produce is 63 percent more expensive than regular produce. Moreover, food delivery services
are on the rise and it’s becoming more and more challenging for supermarkets and restaurants to compete
with the luxury of having the perfect meal delivered right to your door.

1 GREEN BUSINESS STRATEGIES

Ethical labelling is an emerging topic in
environmental management studies. It has
come to light that certain eco-labels play a
significant role guiding consumers in their
purchasing choices. Some of the labels that are
gaining popularity are Non-GMO, Vegan, Bio,
Organic and Gluten-free.
2 ONLINE SHOPPING AND FOOD DELIVERY SERVICES
Food delivery services are a growing
challenge for supermarkets. Today’s
consumers are increasingly looking for
quick, practical and ready-to-eat meals,
instead of having to buy groceries and
preparing food at home. In this on-the-
go society we live in, the question “what’s
for dinner?” is a question that goes
unanswered until right before it’s time to
eat. This explains the growth of delivery
services like ThuisBezorgd.nl, Uber Eats
and Deliveroo and why they’re such a threat
to supermarkets. Consumers have grown
to become more and more willing to sign
on for a small delivery fee so they can have
their dinner brought to their doorstep in an
hour or less. Food for thought: Imagine a
world where these delivery services would
use drones.
POLITICAL &
LEGAL

At the moment there are no strict restrictions or bans concerning food and
beverage consumption. However, there are many government reports that
argue and urge the society to live healthier and more sustainable lives. Recently,
the Council for Environment and Infrastructure argued that it is important that
the government inform society about the necessary changes to be made across
the whole food chain in order to meet climate targets, from production and
processing to retail and consumption by the consumer. The council urges
people to maintain a sustainable diet containing much less animal protein and
more plant protein. Moreover, The Council has made a strong recommendation
for the government to work with the whole food value chain to ensure that the
proportion of animal protein in the Dutch diet is reduced from 60% at present
to no more than 40% by 2030.
Japan is facing a big challenge with its low birth rate
and fast ageing population. No less than 38% of its
inhabitants will be aged 65+ and over by 2035, but
TOKYO
nonetheless, the government wants to make Japan
into an “age free society” where 65+ people won’t be
in chewing such as jelly food. The innovations don’t
treated as senior citizens but will be encouraged to
stop here, many restaurants are implementing
stay healthy and keep working. Consumers in Japan
artificial intelligent staff which is quicker and more
are quite conscious about their food, the quality and
efficient, but also supermarkets are being physically
sourcing of the products is very important, in fact
remodeled in order to provide a mindful, handy and
they are willing to pay extra if necessary. Due to high
easy to access environment for seniors in wheelchairs
food import levels, their taste has shifted a little to a
or non. Furthermore supermarkets have their own
more western style.
greenhouses adjacent to them, where they grow
Furthermore, to increase awareness on healthy
their own vegetables.
food, the government introduced products food
with specified health uses in 1991. This ageing
development represents an opportunity for
innovation based on high-quality data, medical and
elderly consumer research. In fact, Japan is the most
advanced country in terms of elderly friendly food
solutions, these aren’t limited just to supermarkets,
whole restaurants were revolutionized to fit this
growing target group. For example, restaurants offer
specific menus catered to those who have difficulties
IMPACT HIGH
IMPACT
DIAGRAM BIO
RESTRIC
ON M
PACKAGING
GLOBAL WARMING CIRCULAR ECONOMY MERGING OF B
AGEING POPULATION DELIVERY
BIO HACKING/
NEURO NUTRITION ON THE GO

GUILT FREE CIRCULAR ENERGY

FOOD GREENHOUSE
SUPERMARKET

AUTOMATION

LOCAL
SOURCING
NUTRITION PILLS
NATURAL
FARMING WATER CAPSULES

LOW
CERTAIN
 3D PRINTING IN
0% WASTE MASS MARKET
CITONS LAB GROWN
ROBOTIC 100%
MEAT FOOD
RESTAURANTS VEGANISM
PERSONALIZED
BIG CORPORATIONS DNA BASED
MEALS
FOODS
HIGH WATER
ILLNESS SPECIFIC DIET
RESTRICTION
USE OF
DRONES

INSECT PROTEIN
ALL SELF OWNED SOCIAL
BUSINESSES
VERTICAL TAX FOR NOT
TECHNOLOGY
FARMING RECYCLING
BAN ON SINGLE ECONOMIC
USE PLASTIC
ENVIRONMENT

ETHICAL

POLITICAL/
LEGAL

UNCERTAIN
 DNA BASE

FUTURE
SCENARIOS

DON’T PANIC,
IT’S ORGANIC
NATURAL FARMING

RATION
ROULETTE

STANDARDIZED
ED FOODS

HI TECH
MENU
LAB GROWN FOOD

PILLS, THAT’S
THE DRILL

D NUTRITION
1

DON’T PANIC,
IT’S ORGANIC
Everything available in store is sourced
from local farms that produce the highest
quality all-natural meats and organic fruits
and vegetables. In this world, society is
well-educated and has become aware of the
impact of the food and beverage industry
on their physical, mental and emotional
health as well as its negative impact on the
environment. The term “organic” refers to
the way the agricultural products are grown
and processed, taking into consideration
the benefits of organic food. Organic food
often has more beneficial nutrients, and in
this high-tech world personalized nutrition is
the new norm. Through DNA testing, people
can discover everything there is to know
about their dietary DNA profile, allowing
them to fine-tune their diet. These DNA-tests
are supported by highly qualified dietician
studies. After testing, a person belongs to a
certain diet type e.g. diet type A, B, C and
so on. The supermarkets will be divided into
aisles that cater to these specific diet types.
On the bio-packaging of the products in
store you can see the different diet types
to which the product caters the best of its
nutritious qualities. In this organic, high
tech and advanced world AH also delivers
personalized natural meals directly to their
customer’s homes e.g. diet type (A, B, C
etc.) breakfast, lunch and dinner. Creating a
service and a menu that will not only provide
convenience but will be contributing to the
society’s health.
2

HI TECH
MENU

In this high-tech and advanced world, the
conventional agriculture has disappeared
and has been replaced with lab grown
food. The future ideals of optimal and
personalized diets have become a store, you use your phone to scan your personal
reality, and society is reaping all the
health benefits. Everything available in
grocery stores is sourced from high-tech
labs that grow modified products that
cater to specific diet types. The lab food
takes many factors into account, from
food sensitivities and intolerances to
genetic disease profiles and sleep and
stress reports. As in the ‘Don’t panic,
it’s organic’ world, a person belongs to
a certain diet type e.g. diet type A, B,
C and so on. However, this society has
taken the next step of modifying their food. Many
opportunities arise due to the endless modifications
and nutritional add-ins that can be added to the lab
food. People would be willing to pay ‘nutritional
characteristic’ fees. For example, special diet A
add-ins that will ensure consumers to live longer,
happier and healthier lives. When you enter the
DNA Nutrition App. At the entrance you can
then choose for either a shopping cart or basket.
The application has access to your daily dietary
information and connects to your cart or basket.
The cart and basket then guide you through the
store while displaying the lab produced products
that fit your daily nutrition best, including specific
diet add-ins. For example: If you are recovering
from a cold, extra vitamin add-in in your lab grown
fruit or vegetables. In this highly convenient and
high-tech world, consumers can also opt-in to have
their DNA Nutrition App send their dietary data to
the AH store. AH then prepares the perfect grocery
baskets or lab grown prepared meals for home
delivery by drones.
THE DNA MEALS

ADDITI
VISUALIS

THE SUPERMARKET
 THE DELIVERY

IONAL
S AT I O N S

THE LABS
In contradiction to the two worlds described
before, where food will be tailored to your DNA,
this world will have the exact opposite. Today,
we know that healthy eating is important to keep
our bodies in tip-top condition. In ten years,
this link between diet and health will be taken
to an extreme. Taking into consideration the
environmental effects our current lifestyles and
food choices have on our planet, there will be
a massive government intervention. Our entire
food chain will be controlled and regulated by
the government for the sake of our environment
and the health of our society. This ‘control’
means that the government would direct people
to eat a certain way or explicitly prohibiting or
even banning the consumption of certain foods.
For example: limiting slaughtering and meat
consumption to two days a week, so everybody
would be a weekday vegetarian. From monday to
friday the meat shelves in store would be empty or
filled with meat replacements. Agriculture will be
closely regulated with strict production policies.
In this world, the government intervention leaves
no space for consumer preferences in regard to
food anymore. Due to the constant pressures of
our busy and controlled lives, this society has
also lost touch with the enjoyment and emotional
aspect of cooking and eating food. However,
controlling society’s food consumption has many
environmental and physical health benefits. For
starters, it helps making the ‘healthy choice’ an
easy one. Furthermore, the agriculture sector
would have strict climate targets. Therefore,
certain foods with a relatively large environmental
footprint would be limited or even discontinued.
As a result, everything available in store is in
rations. Consumers will have to make do with what
is available due to limited crop seasons and strict
food regulations.
 3

R A T I O N
ROULETTE
4

P I L L S , T H AT ’ S
THE DRILL
In this dystopian world science has dissected every
element of our diet to an extent that all our daily
nutritional needs fit into lab produced ‘meal capsules’.
Nutritional experts and dietary scientists have come
up with optimal nutritional pills that also eliminate our
natural sensations of hunger or feeling full. As a result,
our natural human appetite and desire to eat food
disappears. It may seem like a scene from a science
fiction blockbuster, but this is this world’s reality.
People would just have to pop a pill and knock it back
with some ‘nutritional liquid’, designed specifically for
the purpose of taking these capsules. For the inside,
these little capsules are a full course meal, designed
to mimic meals of the past in a single convenient,
portable dose. You can already feel it coming; This
won’t be the only thing to disappear. Our cherished
traditional ‘dinner time’ will be a thing of the past
and so will be the custom of cooking and preparing
food. These are all joyful moments which bring people
together and actually make us human. Cooking food
(over 40 degrees Fahrenheit) is believed to destroy
natural enzymes present in produce. Scientists not
only discovered how to create a pill that offers
single dose nourishment, but also came up
with a solution that is more environmentally
sound, citing the various negative impacts
on our environment caused by today’s
industrialized food production and
distribution. However, one of the many
implications for this world would be the fact
that essentially everything is automated.
Therefore, human labor isn’t needed
anymore in most fields and people lose their
sense of purpose. The mass automation
results in less job opportunities, which leads
to overall population dissatisfaction. This is
the worst-case scenario for a grocery store
like AH, because it would also eliminate the
need for a supermarket to even exist. The
pills would be sold directly by the high-tech
labs or delivered monthly to people’s homes.
 HI TECH MENU
I M P L I C AT I O N
DIAGRAM FOOD HAS HIGHLY HIGHT TECH FOOD
PERSONALISED NUTRITION CHAIN
QUALITIES

HEALTHIER POPULATION STRICT RULES FOR LAB

FOOD PRODUCTION

DECREASE OF DISEASES LES

HIGH ENERGY/FOCUS MO

HIGHER PROFESSIONAL
CONTRIBUTION TO SOCIETY

HAPPY SOCIETY
 DISAPPEARANCE OF
TRADITIONAL FARMING
TECHNIQUES

LESS GREENHOUSE MORE SPACE FOR

GASSES HOUSING

SS GAS EMISSIONS VERTICAL FARMING

(POLLUTION)

ORE SUSTAINABLE

HEALTHIER
ENVIRONMENT
BEST CASE
SCENARIO
 PILLS
I M P L I C AT I O N
DIAGRAM
NO FOOD = ‘DINNER TIME’ DOESN’T LAB FO
NO SUPERMARKETS. EXIST

FOOD IS FORGOTTEN NO JOY COMES FROM RIS

EATING

LOOSE TRADITION OF
COOKING

PO
DEE
S, THAT’S THE
DRILL

OOD IS EXPENSIVE LESS JOB ROBOTS & AUTOMATION

OPPORTUNITIES

SE IN POVERTY STANDARD LESS PACKAGING

NUTRITION WASTE

RISE OF DANGEROUS LESS FREE WILL LESS POLLUTION

BEHAVIOUR

WORST CASE
OPULATION GETS
EPLY DEPRESSED
SCENARIO
 R E C C O M E N DAT I O N

WHAT OPPORTUNITIES DOES AH HAVE IN THE BEST CASE SCENARIO?

The second scenario ‘Hi-Tech Menu’ would be the

most desirable outcome for Albert Heijn. In this
high-tech and advanced world, AH would have
the opportunity to play a vital role in society’s
health and food choices. As described in the
scenario, everything available in store would be
sourced from high-tech labs that grow modified
products that cater to specific diet types,
including food modifications and nutritional add-
ins. This scenario also presents revenue growth HI TECH
opportunities given that people would be willing MENU
to pay more for extra ‘nutritional add-ins’. In
this high-tech world AH would also be able to
eliminate most of its human forces, which would
save them a lot of money. Customers would
 BEST CASE
SCENARIO

be guided through the store by either an intelligent shopping cart or basket. Shelves would
be restocked with the help of customer friendly robots. The DNA Nutrition App, mentioned
in scenario number two, would have access to all daily dietary information of each customer
that either enters the store or that has opted-in to sync their nutritional data to the online
AH environment. Not to mention the endless opportunities that go along with personalized
prepared meals that can be ordered and delivered on a daily basis.
Considering all of the above, our recommendation to AH is to start researching and conceptualizing
how to benefit from the emerging trend of personalized meals. The key here is to be one
step ahead of the competition, especially food delivery services. AH should start considering
environmentally sustainable store options, for example implementing in-store greenhouses. We
recommend that AH management assign a team of innovative and motivated people to stay on
top of this trend. We also recommend that AH sponsor labs that are experimenting with DNA
tailored nutrition. If they start by initiating a positive relationship with these labs, whom would
be their sole suppliers, it could be the start of a powerful long-term relationship.
R E C C O M E N DAT I O N

The fourth scenario ‘Pills, that’s the drill’ would be the worst outcome for Albert Heijn. As
mentioned before, society would be functioning entirely on little capsules, that are designed
to mimic meals of the past in a single convenient, portable dose. These capsules would be
produced in high-tech labs and distributed directly to the consumer, thus eliminating the need
for a supermarket like AH to exist. AH would not only lose its distributional purpose; the
stores would also become a huge waste of space. We can view this scenario from 2 different
perspectives: the laboratory’s view and AH’s view. For the labs, pills are the best way to go,
they’re efficient, sustainable, portable and easy to access. While for AH, this outcome changes
everything. The complete disappearance of culture customs surrounding traditional food
implies a dead-end for Albert Heijn’s journey. For humanity, this outcome is pretty grim too.
It would mean the loss of a big part of our cultural heritage and a huge part of what makes us
human.
 WORST CASE
SCENARIO
How can Albert Heijn still have a purpose in this
worst-case scenario?
Our suggestion to Albert Heijn is to start by
building positive relationships with labs, who
are currently researching lab grown food. If
both parties bring their knowledge to the table,
they can work together towards a solution that
is more environmentally sound in regard to our
traditional food habits but keeping the positive
aspects of our food culture. This collaboration
between the two parties, mixing AH’s knowledge
PILLS,
on groceries and consumers with advanced T H AT ’ S T H E
technology and new, sustainable ways to DRILL
produce food may result in the development
of new hi-tech supermarkets. As a result of the
collaboration, the use of pills could be reduced
to nutritional supplements, instead of the
complete replacement of food.
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