The demand, consumption patterns, consumers’ engagement and perceptions of food are changing and diversifying. A growing part of consumers become more interested in how their food is grown, processed and brought to market. The consumption of meat and dairy products per capita is decreasing in most European countries, with differences according to countries and species. This consumption may decrease even more as a consequence of the development of radically new technologies (e.g. cultured or vegetable “meat”, vegetable “milk”, insects…) as affordable alternatives and new consumption patterns (e.g. flexitarism…). Besides a main stream, we see an increasing segmentation of the market.