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MENU 2037
What if the most advanced nutrition looks surprisingly simple?
We know more about what we eat than any generation before us. But we are not eating better.
Children are developing conditions we once associated with middle age. Obesity is reshaping fertility. Diabetes is accelerating. Meanwhile a generation is drinking less, looking to food to do what pharmaceuticals used to. Longevity is no longer an aspiration, it is becoming a design brief
Something is shifting. In bodies, in behaviour, and in what we ask of the food system.
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Menu 2037 is Synthesis' investigation into the future of food, this series focused on Nutrition. Built on 100 interviews with scientists, F&B leaders, policymakers and nutritionists, thousands of academic papers, and the questions emerging from Menu 2035.
Four themes. Four test kitchens.
The environments and systems shaping what is available, affordable, and reachable. And where those systems are widening, narrowing, or breaking down.
Wearables track intake. AI recommends meals. Smart fridges automatically reorder. As choice becomes increasingly guided and outsourced, expect profound change for food businesses, channel strategy and consumer trust.
The shift from inputs to outcomes. From industry optimised for purchase, to what happened in the body and how people feel the next day. How effectiveness is measured, validated, and questioned in a world where more is tracked and the gut-brain connection is clearer.
Food has always promised pleasure. Abundance, indulgence, reward. The new pleasure is feeling good. Alert, ready. As the gut-brain connection reshapes what we ask of food, the brands that understand joy as an outcome, not an ingredient, will define the next decade.