What Today’s Consumers Want from Functional Food and Beverage

What’s driving consumer decisions in the ever-evolving world of functional food and beverage? In this episode, Len Monheit (CEO of ITC, Executive Director of GPA and CSA) and Steve Imgrund (Marketing & Communications Director) unpack the latest findings from ITC’s 2025 Functional Food and Beverage Report offering a data-driven look at consumer expectations, ingredient preferences, and opportunities for brands to better align with real-world demand.

Tune in for a discussion around:

• The rising demand for branded ingredients
• The differences between U.S. and U.K. consumers
• The emerging idea of intuitive functionality
• Time-of-day preferences for product use
• The white space between health concerns and consumption behaviors
• What makes consumers willing to pay more
• How brands can speak to their audience more effectively

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