Innovation is valuable when it meets strategic needs and is complete when it is accepted by the consumer. Mariela Mociulsky, founder and director of Trendsity Consulting, tells us what are the main social and cultural changes (demographic, technological, geopolitical) that are visible. Among them, changes in gender roles, joint chores and less time for food preparation stand out, practicality and greater opportunities for consumption inside the home are sought. Another trend is the extension of the life span and the reconfiguration of its phases. A vital and dynamic attitude that we hope he will be able to maintain throughout his life. There is also a greater awareness of taking care of health/vitality and beauty through nutrition.