Industry Transparency Podcast
The Industry Transparency Podcast explores the stories behind the labels, the science behind the claims, and the standards behind the ingredients. Brought to you by the Industry Transparency Center, this B2B-focused series goes beyond buzzwords to bring clarity, accountability, and expert insight to a complex and fast-moving industry.
Each episode features unfiltered conversations with the people shaping the future of health and wellness. Hear from scientists, founders, formulators, regulators, and brand leaders on everything from clean label trends to clinical research, sourcing, regulatory shifts, and consumer trust.
We’re tackling the tough questions so you can make smarter decisions and build trust with your customers.
Industry Transparency Podcast
What Today’s Consumers Want from Functional Food and Beverage
What’s driving consumer decisions in the ever-evolving world of functional food and beverage? In this episode, Len Monheit and Steve Imgrund unpack the latest findings from ITC’s 2025 Functional Food and Beverage Report offering a data-driven look at consumer expectations, ingredient preferences, and opportunities for brands to better align with real-world demand.
Tune in for a discussion around:
- The rising demand for branded ingredients
- The differences between U.S. and U.K. consumers
- The emerging idea of intuitive functionality
- Time-of-day preferences for product use
- The white space between health concerns and consumption behaviors
- What makes consumers willing to pay more
- How brands can speak to their audience more effectively
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