Every quarter, our syndicated research series dives deep into the fast-evolving world of food and beverage—tracking the values, motivations, and behaviors that are reshaping what people eat, drink and buy. Over the past 12 months we have tackled four key topics critical for brand and innovation leaders: Premiumization, Health and Wellness, Food Sourcing and Sustainability. 

Here’s a taste of what’s inside each report—and how you can tailor insights to your business’ unique opportunities. 

1. Premiumization: Beyond Price to Purpose 

Premium no longer simply means expensive—it means worth it. Today’s consumers associate “premium” with health, superior ingredients, transparency and convenience. 76% of consumers that see nutrition as an advantage of premium are willing to pay more for better nutrition.¹ In general, consumers are willing to pay more for products that feel intentional, but what drives “premium” varies by category—what signals quality in coffee differs from what elevates a frozen meal. 

Our Premiumization and Everyday Value(s) 2025: Prioritization of personal relevance report unpacks these shifting cues and offers a segmentation framework to help brands design experiences that feel premium to the right audience—without alienating value-seekers. 

2. Health, Wellness & the Pursuit of Longevity 

The wellness conversation has matured from short-term self-improvement to long-term vitality. Consumers have adopted a more holistic views of health that include mental wellness, hormonal balance, energy, sleep and aging well. Food and beverage brands that can authentically connect to the pursuit of vitality—and provide credible functionality—are earning trust and loyalty. 81% of consumers seek out food and beverages that are good for their vitality.² 

The Health & Wellness 2025: The interplay of vitality and longevity report explores  generational differences in health goals, and strategies for supporting vitality and longevity. 

3. Food Sourcing in America’s Fragmented Landscape 

Today’s shoppers are buying across a more complex and fragmented marketplace than ever before—big-box retail, club, convenience, e-commerce, farmers’ markets and direct-to-consumer brands all play a role. On average, shoppers have patronized 5.8 channels over the past 30 days.³ Importantly, shoppers appreciate their growing store mix as an asset rather than as a problem to solve.  

Our Food Sourcing in America 2025: Fragmentation and focus report examines  the underlying causes and subsequent implications of fragmentation, and it provides a unique shopper segmentation to help address the fundamental question—Where should food sellers and food makers focus their efforts to thrive in this diversifying landscape of demand? 

4. Sustainability: Still a Core Value, Just Needs a New Name 

Consumers haven’t stopped caring about each other and the planet—but the term “sustainability” is losing meaning. People want proof and practicality, not promises. They respond to stories about reducing waste, protecting workers, improving soil and regenerating ecosystems—but they don’t always respond to well to “sustainability”communications. In fact, 40% of consumers say they are skeptical of companies’ sustainability claims and need to verify for themselves.⁴ 

The Sustainability 2025: Do consumers care? report reveals the fresh language and issues consumers actually connect with today—helping brands avoid buzzwords and build real credibility. 

Bundle Insights, Build Advantage 

Each of these reports stands on its own, but the real power comes from connecting the dots. When you purchase two or more syndicated research reports, you’ll receive bundle pricing discounts—and even better, we can create a custom presentation highlighting cross-theme insights most relevant to your categories and brand strategies or facilitate an activation work session. 

Because in today’s marketplace, success isn’t just about surfacing insights and spotting trends—it’s about translating them into actions that fit your business. 

Explore our latest syndicated reports and discover how consumer-led intelligence can fuel your next great initiative. 

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