Q1 | Health and Wellness: Pressures and Priorities 

Today, wellness is shifting focus: consumers are prioritizing immediate needs over long-term aspirations. Health & Wellness 2027 is the latest report in the longest-running study of the U.S. wellness marketplace, exploring how consumers assemble personal toolkits to get through daily life: blending indulgence and restraint, nostalgia and functionality, and analog rituals with digital tools.  

Q2 | Value: Redefining Worth in a Constrained World 

Value has become one of the most powerful—and misunderstood—forces shaping decision-making. In an era of economic pressure and cultural complexity, consumers aren’t simply trading down—they’re recalibrating. Value 2027 explores how consumers integrate price, convenience, quality, quantity, experience, relevance and personal values in their assessment of worth. 

Q3 | Food Sourcing in America: Navigating Complexity 

What was once routine is now strategic as consumers balance price, convenience, quality and trust across a hybrid marketplace. Food Sourcing in America examines how the roles of retailers, brands and foodservice providers can evolve as digital access broadens and consumers’ store mix becomes increasingly fluid. 

Q4 | Functional Foods and Beverages: Benefits & Believability 

Consumers want products that deliver tangible benefits—energy, mood, digestion, immunity and beyond—while questioning whether those benefits are real, relevant and worth the cost. Functional Foods & Beverages 2027 examines how consumers evaluate, prioritize and integrate functional products into their daily routines to help them feel better now, not later.