Motivations for Using Functional Foods and Beverages
Over half the U.S. population uses functional foods or beverages—and most non-users profess to be open to these products. There are multiple motivations driving current use of functional foods and beverages (each with its own opportunities and challenges) ranging from general “insurance” to targeted benefits. These motivations correspond with different stakes, expectations of efficacy, and degrees of intentionality and loyalty.
Source: Functional Food & Beverage and Supplements 2020 report