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Understand the health issues and concerns driving consumers' purchase and usage behaviors. Know the implications to more effectively engage with consumers and better navigate a new array of business challenges. 

Functional Food & Beverage and Supplements is a new study from The Hartman Group. The study 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. 

Impacts of the Coronavirus Pandemic 

The fielding of this study coincided with the onset of the coronavirus pandemic. Realizing that the resulting anxiety along with stay-at-home orders would have profound effects on the results, a special chapter was devoted to the disruptive impacts on household routines and the pandemic’s role as a catalyst for engagement with Health + Wellness, most notably in terms of the use of supplements and functional foods/beverages. 

The 2019 Health + Wellness study highlighted rising anxiety as a primary health issue facing consumers. Confronted with the pandemic fear of contagion and faced with increased stress of daily life, it is not surprising that the issue of anxiety continues to be prominent. Routine activities such as work, shopping, dining out, and childcare have all been disrupted and have contributed to a national mood that feels generally anxious and uncertain. 

Concerns around immunity and energy are also impacting how consumers gauge their health needs. Many consumers spoke to us about their search for support from supplements and other dietary enhancements. With shopping patterns disrupted and many items in short supply, there was worry about having enough of the right kinds of foods and supplements to last for an indefinite period of time. 

Key topic areas in the report include: 

• Functionality in context
• Consumer engagement and understanding
• Functional foods and beverages
• Supplements
• Special topic — COVID-19: systems under stress
• Implications and recommendations 

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