What’s driving consumer decisions in the ever-evolving world of functional food and beverage? In this episode, Len Monheit and Steve Imgrund unpack the latest findings from ITC’s 2025 Functional Food and Beverage Report offering a data-driven look at consumer expectations, ingredient preferences, and opportunities for brands to better align with real-world demand.
Tune in for a discussion around:
- The rising demand for branded ingredients
- The differences between U.S. and U.K. consumers
- The emerging idea of intuitive functionality
- Time-of-day preferences for product use
- The white space between health concerns and consumption behaviors
- What makes consumers willing to pay more
- How brands can speak to their audience more effectively
Subscribe to our newsletter and receive an exclusive discount on our 2025 Functional Food & Beverage Survey!
Connect with us on LinkedIn or visit us at itcstrategy.com
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