As Americans spend more time at home and are paying acute attention to health and wellbeing, their demands are shifting towards products with specific functional benefits, options to recreate restaurant experiences at home, and an intensified desire for affordable, healthy items, says beverage development company Imibe.

While consumers have been willing to pay more for convenience and premiumization in recent years, economic uncertainty resuting from the COVID-19 pandemic makes cost a top consideration, said Holly McHugh, marketing associate at Imbibe.

Read the full article in Food Navigator.