Staying ahead of consumer preferences is no easy task for food and beverage brands. Tastes, health priorities and ethical concerns are always evolving, and what shoppers valued a few years ago might not resonate today.

Ingredion is actively conducting proprietary research designed to track consumer attitudes toward ingredients, nutrition, product claims and packaging labels. With nearly 14,000 participants across 29 countries in 2025 alone and over 100,000 interviews conducted over the last 10 years, our research gives us a clear picture of what drives purchasing decisions — which we’ve collected in our new e-book, Feeding demand: Tracking consumer food and beverage preferences. This e-book focuses on three key areas: top purchase drivers, claims that influence willingness to pay and generational differences in priorities.

Let’s dive into some of the highlights —and what they mean for the future of food and beverage.

Let's dive into some of the highlights and explore what they mean for the future of food and beverage

45% of consumers prioritize health and wellness as the top purchase driver

While price matters to roughly a quarter of shoppers, the majority (45%) are motivated by nutrition, ingredients and wellness. For brands, this means highlighting health benefits and ingredient quality can make a real difference at the point of purchase.

Consumers are willing to pay more for clean label and health-forward claims

Certain claims consistently justify a premium. Natural or all-natural, organic, high protein, no artificial ingredients and products that offer health benefits are among the top claims consumers are willing to pay more for. Younger generations, particularly Gen Z and Millennials, show an even stronger willingness to spend 20–30% more for products with these claims. This signals a growing market for foods and beverages that combine transparency, quality ingredients and functional benefits.

Ingredient simplicity is driving purchase decisions

Consumers are steering away from ingredients they can’t recognize or pronounce. Claims like “simple ingredients,” “short ingredient list” and “ingredients traceable to source” have all grown in importance since 2023, suggesting they’re increasingly looking for clean, recognizable, minimally processed products. For food and beverage brands, this points to the value of simplifying recipes, being transparent about sourcing and emphasizing ingredient quality on packaging.

Health goals are shaping what’s in the cart

Health-focused factors continue to lead purchase decisions. Consumers are not just looking to fill up—they want products that deliver nutrition, support wellness and align with personal goals. This means food and beverage brands should focus on developing products with functional benefits like high-protein content, digestive support or immunity-boosting ingredients. It also means being transparent about ingredient lists and nutrition claims.

Clean label and simplicity matter more than ever

Clean label claims influence both purchase decisions and spending thresholds. Consumers are drawn to products that are fresh, natural and free from artificial ingredients. Simple ingredient lists are particularly appealing, signaling honesty and transparency. Manufacturers can leverage this by reducing unnecessary additives, shortening ingredient lists and clearly highlighting quality on packaging.

Premium products, purposeful purchases

The willingness of consumers to pay more for certain claims is growing. This trend creates opportunities for brands to offer more premium products if they emphasize ingredients, nutrition and wellness benefits. Brands that understand which claims resonate with their target demographic can capitalize on these opportunities while staying aligned with consumer values.

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