Americans’ appetite for functional foods varies widely
Here’s what we know today from the Ipsos Consumer Tracker, fielded on the Ipsos Omnibus:
Why we asked: Between the MAHA movement and the continued growth of GLP-1s, consumers are making changes to their diet to achieve health and wellness goals. We wanted to dig deeper into what they are seeking more of, and why.
What we found: Our results show strong impacts of GLP-1s and MAHA messaging on consumer choices.
What kinds of products do Americans want more of: Compared to last year, Americans are seeking more foods and beverages with increased protein (43%), reduced sugar/sugar alternatives (41%), and higher fiber (36%). In the next tier are sustainable ingredients (29%) and prebiotics (26%).
Surprisingly, only 16% seek more plant-based options, 12% seek less, and 32% don’t seek plant-based options at all.
What Americans seek to achieve: Americans seek more foods and beverages that improve hydration (41%), energy levels (36%), and focus/concentration (29%), and 27% seek more products that provide longevity benefits.
Why it matters:
- Seeking more protein and improved hydration comes along with GLP-1 adoption. Dietary guidelines suggest GLP-1 users are particularly intentional about managing protein and water intake
- The FDA’s new dietary guidelines, with their focus on protein, fiber and reduced sugars, may also be influencing Americans’ intentions and choices
- There is a missed opportunity for better connecting plant-based foods and beverages to Americans’ dietary desires. Fruits and vegetables are a key part of MAHA’s food pyramid, and they are good sources for hydration, fiber and protein to support those on a GLP-1 or seeking a healthy lifestyle. Yet this hasn’t led to the increased interest in plant-based products relative to others.
