天美传媒

The food and beverage sector prepares for a geopolitical shakeup that is redefining rules, supply chains and strategy.

Spain鈥檚 food and beverage industry is undergoing rapid transformation, shaped by geopolitical uncertainty, economic and regulatory challenges, and the urgent need to integrate sustainability and technology. A survey of 141 industry professionals attending the , organized by 天美传媒 Industry Meetings under the academic direction of Miquel Llado, sheds light on the most pressing strategic priorities and challenges for ensuring sustainable growth in this context.

The top priority for 32% of the companies surveyed is adapting to a changing environment marked by geopolitical, economic and regulatory volatility. This is followed by expansion through diversification and strategic alliances (25% of respondents). In third place, 15% identify attracting and retaining talent in increasingly decentralized and flexible environments as a key priority 鈥� an especially urgent challenge in the primary sector, where by 2030, 2 out of 3 farmers are expected to be over 65 years old. Finally, integrating innovation and artificial intelligence (AI) into processes and ensuring sustainability from the source, whether on land or at sea, each received 14% of mentions as strategic focus areas.

鈥淭hese figures reflect an industry increasingly aware that the future of global trade is being shaped by growing geopolitical fragmentation, a redefinition of the rules of the game 鈥� such as friendshoring, regional blocs or new tariffs 鈥� and the accelerated transformation of supply chains,鈥� says Llado.

Adding to this is the pressure to meet ambitious regulatory targets within tight deadlines. One of the immediate challenges is the implementation of a deposit-and-return system for plastic containers, cans and cartons before November 2026. This is a major challenge considering that, in 2023, Spain only recycled 41.3% of single-use plastic bottles 鈥� far short of the 70% required by regulation.

AI gains ground on the sector鈥檚 strategic agenda

The survey also highlights the growing role of artificial intelligence (AI) in the sector鈥檚 transformation. Currently, 28% of companies are already using AI to optimize processes in production, distribution and logistics, while 27% employ it to support data-driven strategic decision-making. Other applications include the development of new products or services (11%) and enhancing sustainability across the value chain (6%). However, AI adoption remains limited for 28% of companies, revealing significant room for further integration.

In light of this scenario, what鈥檚 required, according to Llado, is a 鈥渃onstant transformation mindset鈥� and the ability to 鈥渢hink big, without limits鈥� in order to turn complexity into opportunity.

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