What Impact does the Consumer Have on Ag Markets?

Listen to the podcast here - https://www.northamericanag.com/north-american-ag-spotlight - What Impact does the Consumer Have on Ag Markets?

Season 5: Episode 215

In this episode of North American Ag Spotlight, Chrissy Wozniak sits down with Xinnan Li, VP and Senior Packaging Analyst at Rabobank, to discuss how customer trends and evolving food preferences are reshaping agricultural markets. Xinnan shares her journey from studying biology and food science to analyzing packaging, logistics, and consumer-driven change for one of the world’s largest agri-focused banks.

The conversation explores how shifting demographics, particularly the influence of Gen Z and millennials, are driving demand for local and organic foods—yet also how tightened disposable income is limiting higher-priced categories. Xinnan highlights the long-term rise of convenience, the impact of weight loss medications on portion sizes, and how packaging has become a powerful tool for both branding and efficiency.

They also dive into the rise of the MAHA movement and what it signals for future consumer behavior, the risks producers face when markets overcorrect, and the ways demographic changes and global diversity will continue to shape food demand. Xinnan emphasizes the importance of transparency, storytelling, and aligning operations with consumer expectations.

Looking ahead, she previews her upcoming presentation at the Women in Agribusiness Summit in Orlando this September, where she’ll provide a data-driven look at these same themes—demographics, disposable income, trade, and consumer bifurcation—and what they mean for the future of agriculture.

Learn more about Rabobank at https://rabobank.com
Learn more about Women in Agribusiness at https://www.womeninag.com/

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