The Biggest Innovation Opportunities in Functional Foods

From gut health supplements and superfood powders to energy drinks and immunity gummies, consumers are faced with countless products making similar promises. But which products truly meet consumers' needs, and where are the biggest opportunities for innovation?

In this webinar, Knit will share original research exploring how consumers discover, evaluate, and purchase functional foods. Based on a study of 750 participants, including 150 AI-moderated qualitative video interviews, the research examines how well today's products deliver on their claims, what shoppers value most, and the products consumers wish existed but can't find today.

From identifying unmet needs to evaluating new product ideas, the findings provide a practical framework for understanding where innovation opportunities are emerging. You'll come away with a clearer understanding of where the greatest opportunities for product innovation exist.

What You’ll Learn:

• How consumers evaluate products in categories where health and wellness claims compete for attention.
• How to identify innovation gaps and unmet consumer needs using a mixed-methodology research approach.
• Where the greatest opportunities exist for new products in the functional foods category.