Consumers’ desire for naturally functional foods and beverages continues to drive interest in ingredients with intrinsic health benefits. Research from HealthFocus related to 50 functional ingredients and the benefits consumers associate with them, helps companies to identify opportunities and develop compelling communications.
This primary research study of 1,000 U.S. consumers from October 2015, evaluates the awareness and the benefits linked to 50 ingredients, including herbs, spices, grains, flours, seeds, superfoods, and other unique ingredients. Consumer understanding of these functional ingredients is profiled to reveal how many shoppers are aware of each ingredient, how many understand the potential benefits, and uncover which functional benefits (e.g., physical energy, concentration, weight management, immunity, digestive health, etc.) are connected with each ingredient.
The study also determines how open consumers are to trying new ingredients, and discovers the benefits each of these unique ingredients provides to consumers. Within the study certain target markets for new, unique ingredients are also revealed — determining which consumers are seeking out these ingredients and which consumers are willing to pay a premium for them. Below is a list of the 50 ingredients explored within the study.
- Acai
- Bee pollen
- Cacao
- Goji berries
- Camu Camu
- Kale
- Moringa
- Spirulina
- Wheatgrass
- Coconut oil
- Maca
- Cinnamon
- Turmeric/Curcumin
- Fennel
- Chia seeds
- Flaxseed
- Hemp seeds
- Guarana
- Yerba mate
- Matcha green tea
- Amaranth
- Barley
- Quinoa
- Spelt
- Sprouted grains
- Farro
- Millet
- Freekeh
- Buckwheat
- Black/forbidden rice
- Coconut palm sugar
- Agave
- Cane sugar
- Monk fruit
- Almond flour
- Banana flour
- Coconut flour
- Rice flour
- Oat flour
- Ancient grain flour
- Whole-wheat flour
- Legume flour
- Cricket flour
- Pea protein
- Rice protein
- Soy protein
- Whey protein
- Fermented foods/beverages
- Botanicals
- Seaweed/algae-based ingredients