2. Key Market Trends in Agribusiness

2.2. Drivers of change in market trends and consumer behavior

Several external forces are driving these evolving trends:

Technological Innovation. New farming and supply chain technologies are enabling better quality, traceability, and access.

Regulatory Changes. Governments and global bodies are implementing stricter food safety, environmental, and trade regulations.

Cultural Shifts Urbanization, global connectivity, and changing lifestyles are reshaping consumer expectations and preferences.