The Food Market by 2050

From brick-and-mortar self-service stores to e-commerce platforms

by Bernard Ruffieux (writer), Aurélie Level (writer)
january 2024
145 x 210 format 186 pages In stock
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Where and how will we shop tomorrow? With the rise of digital platforms, brick and mortar self-service is doubted, in the food industry, as in other businesses. The customer journey of yesterday is gradually dismantled. This book imagines four achievable scenarios by 2050. 

For each of them, it shows how platforms, putting forward specific customer journeys, generate a new food product offering. In each scenario, these new products bring together distinctive modes of consumption and modes of production.

In the Personalization Scenario, for conveniency, the customer delegates the anticipation of his desires to a platform which delivers a stream of customized services satisfying well-being. On the supply side, final transformation and final logistics merge. In the Commitment Scenario, the empowered customer consents that a platform may control and drasticaly change their diet, for the common good. The platforms handle the complexities to manage the transition toward a sustainable food system. In the Communities Scenario, the customer, seaking authenticity, aspires to join short channels platforms to enter genuine relationships with producers and other consumers. The value chains decentralize. In the Low Prices Scenario, the customer, trivializing and neglecting his diet, uses the platforms to access commoditized agri-food at very competitive prices. Production is globalized, costs are reduced to minimum.

This book is aimed at professionals all along the food extended value chain, as well as researchers and students interested in the future of food and market economics.

Table of contents

Foreword: what this book is about


Where and how will we go shopping for food tomorrow?
A century of diversity and tensions
Diversity and tensions still persist today
The end-market from brick-and-mortal self-service to virtual platforms
Beyond our precise scope: ecosystems and public regulation
Four achievable, coherent, and contrasted scenarios
Time and space scope: France in thirty years
Methodology of the prospective study
The target audiences and the organization of the book
Content and reading guide

Part 1. E-commerce for Food, Marketplaces, and Platforms

1. The Role of platforms at first glance: matching the existing  

Nine technologies that explain the rise of online platforms
What is a platform?
Matching pre-existing products: when choice and provision become independent
Matching the existing: when Juliet searches for her Romeo
Virtual marketplaces: global trend towards plateformisation
Transaction costs, network externalities, and critical mass

2. The enhanced role of platforms: aligning preferences and characteristics
Beyond facilitation: from matching to alignment
Aligning three ‘domains’: characteristics, preferences, and production methods
Changing product characteristics
Changing preferences
Changing modes of production

3. The Industrial Revolution 4.0
Each Industrial Revolution comes with its specific matching and alignment way
Products three stages: standardized, differentiated, personalized
What major German manufacturers discovered at the 2007 Hannover Fair

4. Self-service, yesterday and today
Self-service for reducing transaction costs of standard products
Birth of the modern food trade: Félix Potain, Carrefour and a few others
The customer journey in the age of self-service
From the end-market to the extended value chains at the age of self-service
The current limits of self-service
A proliferation of new forms of sales

5. Scenario Method
Our goal: explore the possible, not just the desirable
The progress of our study
The method of morphological analysis
System, Eco-System
Nine key variables defining four scenarios

Boxes: Charts, Tables, and Overviews

Part 2. Analysis by key variable of the four scenarios

6. Key variable #1. Where to shop?

Presentation of the variable
Scenario Personalization: Delegate to the platform the initiative of anticipating food desires
Scenario Commitment: Accept a platform that controls the consequences of one’s diet
Scenario Communities: Join one or more communities
Scenario Low Prices: Access a unique and competitive marketplace

7. Key variable #2. How to choose your products?
Presentation of the variable
Scenario Personalization: A digital Maître d’Hôtel offers a streaming food experience
Scenario Commitment: The platform filters available choices, diet is constrained by its consequences
Scenario Communities: The choice is made by direct interpersonal dialogues
Scenario Low Prices: The choice is oriented towards the cheapest commoditized agri-food

8. Key variable #3. How to dispose of your purchases?
Presentation of the variable
Scenario Personalization: Round-the-clock delivery for instant use, ready-to-eat or ready-to-cook
Scenario Commitment: Control tower platforms optimize delivery for best collective consequences
Scenario Communities: A provision for tightfitting producers and customers  
Scenario Low Prices: Proximity outlets reduce delivery time and costs

9. Key variable #4. Why should you buy?
Presentation of the variable
Scenario Personalization: Hedonic preferences, made of rewarding experiences
Scenario Commitment: Consequential preferences based on a collective desire for change
Scenario Communities: Preferences grounded on embodied workers, with genuine intentions
Scenario Low Prices: ??Preference based on basic needs, with minimum budget and time

10. Key variable #5. Which offer, at what price?
Presentation of the variable
Scenario Personalization: Characteristics made up of a stream of serviced products, sold by subscription
Scenario Commitment: Characteristics that distinguishes diet from foods
Scenario Communities: Heterogeneous characteristics, sold at fair price
Scenario Low Prices: Standardized and unmarked characteristics, sold by volume at competitive price

11. Key variable #6. Why and how to eat?
Presentation of the variable
Scenario Personalization: Festive meals, with support and training, from kitchen to dining table
Scenario Commitment: Overcoming barriers to diet changes, learning to consume new products
Scenario Communities: Community-wide commensality
Scenario Low Prices: Cooking and eating with limited time, budget, involvement and attention

12. Key variable #7. How to design and produce?
Presentation of the variable
Scenario Personalization: Contain the costs of a continuously renewed service
Scenario Commitment: Design attractive products while ensuring systemic control of consequences
Scenario Communities: Design and produce in small, open to visitors’ processes
Scenario Low Prices: Price competition imposes large-scale best practices at killed costs

13. Key variable #8. Which extended value chain?
Presentation of the variable
Scenario Personalization: 3rd transformation businesses arise, merging with last mile logistics
Scenario Commitment: Manage and synchronize changes that mainly affect agriculture
Scenario Communities: Value chains are integrating communities through short circuits
Scenario Low Prices: Each link is connected to the value chain by globalized markets and logistics

14. Key variable #9. Governance, Management, Regulation
Presentation of the variable
Scenario Personalization: An ‘industry 4.0’ style food supply, a public regulator in the background
Scenario Commitment: Mission platforms attempt private regulation that public authorities cannot achieve
Scenario Communities: Specialized platforms serve the faces that own them
Scenario Low Prices: Independent platforms increase competition

General conclusion


Agromédia - Le 25/01/2024
"Un nouvel ouvrage captivant [qui] explore les scénarios futurs du marché alimentaire en France, marqués par l’émergence de plateformes d’e-commerce révolutionnaires."
>> Lire l'article

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excellente vision prospective

by Béatrice de REYNAL on 25/03/2024 16:10


Language(s): French

Publisher: Éditions Quae

Edition: 1st edition

Collection: Matière à débattre et décider

Published: 4 january 2024

Reference Book: 02920

Reference eBook [PDF]: 02920NUM

Reference eBook [ePub]: 02920EPB

EAN13 Book: 9782759237722

EAN13 eBook [PDF]: 9782759237739

EAN13 eBook [ePub]: 9782759237746

Interior: Colour

Format (in mm) Book: 145 x 210

Pages count Book: 186

Pages count eBook [PDF]: 186

Weight (in grammes): 260

Size: 2.52 MB (PDF), 1.73 MB (ePub)


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