
Published 18 February 2025
Although it features in 50% of all packaged goods consumed globally (WWF, 2025), palm oil continues to have a problematic reputation thanks to its links to multiple environmental problems, including deforestation. These sustainability issues, as well as a recent price hike, are prompting buyers to seek alternatives. In response, researchers and start-ups are developing innovative, sustainable solutions.



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The boundaries between consumer categories have become more blurred. Established food and drink brands are leveraging recognition and emotional equity to move into adjacent food and drink territories as well as entirely new sectors – for instance, beauty, fashion, homeware and travel. This allows brands to diversify...