Panel: Upcycled Foods Go Mainstream: From Niche Sustainability Story to Consumer-Driven Growth

Once a niche sustainability concept, upcycled foods are rapidly entering the mainstream as consumers seek products that align with environmental values without compromising taste or quality. Rising demand, retail expansion, and broader category adoption from snacks and beverages to pet food and indulgent products are being fueled by stronger storytelling, certification, and transparency. This session will explore how consumer perception is evolving, what truly drives purchase beyond sustainability claims, and how brands can effectively communicate value. The discussion will also examine how upcycling is transitioning from a waste-reduction narrative to a scalable, consumer-led growth opportunity.