Following the economic downturn in 2008, there has been a change in consumer demands. Initially, the consumers chose low-cost options, and as the demand for these options increased there was an increase in competition between suppliers. The increase in competition led to an increase in value items – the best quality item for a low price. The economic downturn also resulted in increased company consolidation, leading to larger more globalized companies. These consolidations have a larger customer base, and the increase in trade liberalization provides the opportunity for new value items for specific customer demands. Some of the current and expected trends include natural products made without preservative, and products for specific health and wellness issues like allergies. Also, an aging population in North America will come with an increased demand for easy to open containers for seniors. Portion control has been important for health, but also for convenience and to provide a consistent weight and price for a product. Finally, increased globalization provides the opportunity to market specific products like Halal and Kosher foods.