Pita, José Miguel dos Santos HortaHübner, Carolin2021-09-022021-09-022021-01-192021-01-04http://hdl.handle.net/10362/123604This third chapter of “From global efficiency to local self-sufficiency” represents the trend analysis part. Chapter one and two outlined world economic developments and its impact on consumer trends as well as introduced the food industry. This third section connects these topics while investigating which changing consumer trends shape the food industry. Based on 28 in-depth interviews, qualitative prospection attempts to validate topic relevance and identifies categories to group consumer trends. Quantitative validation consisting of 327 survey responses verifies identified trends and represents critical changes to respond to by supply-side of the food industry.engBusiness modelChangeConsumer trendsConsumer surveyDeglobalizationFood industryFive marketing concept five psGlobalizationGrowth-share matrixImportanceMarketingQualitative researchQuantitative AnalysisStrategySustainabilitymaster thesis202743900