Kirill authored this management report outlining the strategic direction of the European food market, and its place within a wider global structure, over the next ten years. Focus on consumer development affecting food markets; development of a PASE consumer framework to analyse and identify consumer change. Impact analysis of consumer change on the contemporary food supply chain and implication forecasting on the industry suppliers/manufacturers. Forward looking analysis of corporate response to the medium to long-term market changes and developments. Formulation of appropriate corporate operating models, both operationally (e.g. product/service portfolio) and internally (organisational focus).