Increased competition, food scares and new consumer trends are among the key challenges facing the food and beverage industry in Europe. While these challenges pose a threat to some companies they can be an expansion opportunity for others. In response to these new challenges, food companies are improving competitiveness by restructuring, and intensifying the fight for market share through product differentiation and/or the development of new food products. This mapping report is part of a study of the food industry that also features four case studies, two cluster studies and four scenarios. It gives a concise overview of the food industry and identifies the main trends and key drivers of change.