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). Prebiotic consumers represent 722 (72%) in the US and 695 (69%) in the UK.

Every Deep Dive Includes the Full General Consumers Report!

This Prebiotic report comes with both the deep dive report on Prebiotic Consumers, as well as the general Consumers Report. Compare the same demographics, shopping behavior, and trust data with both the whole-category view and the category-specific detail.

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.