At a time when consumers are seeking out functional foods - those that provide health benefits beyond basic nutrition, such as reducing chronic disease risk, improving gut health, or boosting immunity - more than one-third (39%) of households say they’re hesitant to purchase them, according to data analytics firm 84.51°.
Among those unlikely to purchase functional foods, the most widely reported barriers are price (51%), taste (26%), and lack of belief in health claims (25%).
Brands that offer more affordable or discounted options can drive purchases from budget-conscious shoppers who want healthier options but aren’t willing to spend more, according to 84.51°.