The 2026 ITC Insights Functional Food and Beverage Survey was fielded in May 2026 and analyzed by the Industry Transparency Center (ITC) team. The overall survey includes over 2000 food and beverage consumers ages 18+ in the US (1050) and UK (1050).

Key insights include:

Purchase Behavior Analysis

• What drives functional food and beverage purchases
• Consumption patterns across demographics
• Price sensitivity and decision-making factors

Brand and Ingredient Preferences

• Consumer familiarity with functional ingredients
• Brand trust and loyalty patterns
• Impact of transparency and sustainability on purchasing

Market Opportunities

• Emerging trends in consumer priorities
• Gaps in current market offerings
• Generational differences in preferences

Ideal for:

Product developers, brand managers, market researchers, and strategists looking to understand consumer behavior and identify opportunities in the functional food and beverage space.