Currently, about 45 percent of the world population lives in urban areas, by 2050, the population in urban areas is expected to increase to 66 percent (UN, World Urbanization Prospect, 2014). Rising incomes will lead to changing dietary patterns: consumers will reduce their intake of traditional staples such as rice, and spend more on other cereals, pulses, fruits and vegetables, they are also likely to eat more meat and dairy products. Asia has little arable land available for expansion.