Almost all agree that functional benefits will drive faster growth than average, but there is endless debate about which aspects are trends and which others are fads.
Most concur that rifle-shot, specifically targeted products stand more chance than scattergun, broad-based ranges or multi-purpose offerings. So, how do we develop our functional innovations more effectively?
A recent global study of 21,600 adults across 23 countries by Ipsos provides some useful clues. It found that, compared with vitamins and supplements, consumer interest in food and drink solutions was:
Richard Hall is chairman of Zenith International. You can also read his blog at BevBlog.
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