The 2025 ITC Insights Functional Food and Beverage Survey was fielded from December 2024 – January 2025 and analyzed by the Industry Transparency Center.

The overall survey includes over 2000 food and beverage consumers ages 18+ in the US (1001) and UK (1002). 661 consumers in the US (66%) and 620 in the UK (62% were prebiotic consumers).

The survey provides insights into functional food and beverage consumers’ buying behaviors and priorities, including familiarity, consumption patterns, purchase drivers, branded ingredients and the importance of values like trust, transparency and sustainability.