Functional Food & Beverage and Supplements 2020
"Functional Food & Beverage and Supplements" has its roots in both the long-running tracking study on Health + Wellness (most recent wave published in 2019) and the 2018 seminal Modern Beverage Culture study. This research was conceived to extend understanding of the important elements of the functional solutions space included in prior studies.
This report helps industry players understand the health issues and concerns driving consumers' purchase and usage behaviors and know the implications to more effectively engage with consumers and better navigate a new array of business challenges.
Published June 2020 | Report length: 107 pages | U.S. market coverage
- General report (PowerPoint and PDF)
- Demographic data tables (Excel)
- Primary Quantitative Research: A nationally representative online survey of n=2,367 U.S. adults (aged 18–74), conducted in April 2020.
Results weighted to U.S. Census; balanced for age within gender, race/ethnicity, income, presence of children under 18 in household, and geographic division.
- Primary Qualitative Research: Mobile ethnographies (5-day immersive engagement via a virtual platform). Follow-up interviews with select mobile qualitative participants.
- Methodology
- Executive Summary
- Chapter 1. Functionality in Context
- Chapter 2. Consumer Engagement & Understanding
- Chapter 3. Functional Food & Beverages
- Chapter 4. Supplements
- Chapter 5. Special Topic — COVID-19: Systems Under Stress
- Implications and Recommendations
- Consumer attitudes and behaviors around functionality and as part of health and wellness
- Functional solutions sought and used by consumers
- Functional food & beverages
- Supplements
- Shopping channels
- Trust in manufacturers/brands
- Reasons for using/Barriers to usage
- Importance of key attributes
- Impact of COVID-19
