This report explores the future of the Irish domestic food and drink market in 2020, and subsequent or resulting 
implications and opportunities for the industry. The report is intended to enable all Irish food and drinks companies, large or small, to plan for future success and for other stakeholders, including Bord Bia, to understand their role in helping all companies achieve this goal. Four scenarios have been developed which help to explore the future, and allow the identiication of a vision for the market in 2020 Key strategic priorities for the industry have also been identiied, in order that all companies and stakeholders can efectively manage future threats and leverage future opportunities.
These scenarios are entitled:
- Round the Table
- From the Greenhouse
- Off the Menu
- In the Lab
Each scenario represents an extreme view of the future and is designed to provoke and challenge existing assumptions of what the future might hold. The most likely scenario for the domestic food and drink market in 2020 involves a combination of all four future worlds. The fifth scenario, or preferred vision, has been based on the four future scenarios outlined above. In this vision, great importance is placed on the health-enhancing functional benefits of food and drink.