The article discusses the changing trends in food consumption, with a particular focus on the growing popularity of vegetable substitutes for animal products such as milk and eggs. The article highlights the demand for these substitutes in regions like Asia, where the population growth and cultural preferences are shifting towards plant-based diets. The article also notes the influence of household income levels and marketing strategies on the food market. Petro Melnyk, CEO of Agricom Group, emphasizes the rise of flexitarianism as a significant trend, with more people reducing their consumption of animal products for health reasons. However, he also points out the challenges consumers face in making informed food choices due to marketing pressures and the higher cost of quality, natural food products.