Health benefits outrank affordability in food and drink priorities, Innova’s latest consumer survey shows: IFT FIRST 2023 Preview

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Even during challenging economic times, consumers still prioritize healthier food and drinks, according to new survey data from market researcher Innova Market Insights (The Netherlands). At the 2023 IFT FIRST Food Expo taking place in Chicago on July 16-19, 2023, Innova will share its latest survey findings with attendees at booth S1175. The theme at Innova’s booth this year will be “Innovation in a Time of Crisis: Can We Future-Proof the Food System?” There, the company will present its insights on category, product, ingredient, flavor, and packaging innovation.

“Health benefits remain at the top of the list for consumers, even in financially challenging times,” said Lu Ann Williams, global insights director at Innova Market Insights, in a press release. “Consumers we surveyed in the U.S. and around the world are sending a clear message that health is the number one driver of food and beverage purchases, ahead of factors such as affordability, flavor, and naturalness.”

Globally, consumers are increasingly interested in functional food and drinks that help support health concerns like overall nutrition, immune health, and gut health. “In addition, nearly 25% of consumers agree that functional ingredients that boost physical or mental health are worth paying more for,” the press release adds.

That doesn’t mean consumers aren’t watching their wallets. Williams pointed out that in North America, three in five consumers surveyed said they are seeking out “simple and more affordable nutritional solutions to meet their needs.”