Even before COVID-19, consumers were on the quest for not only long-term health, but holistic wellness of both the body and mind. Mintel Global Trend Driver Wellbeing finds that nearly three quarters of consumers are willing to make short-term sacrifices to achieve those goals. Functionality is one of the most important trends within the food and drink industry, and consumer desire for functional benefits will persist during and after the pandemic. Fruit is a natural fit.

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