Efficacy Overtakes Novelty as Key Driver of Ingredient Value: Euromonitor International

LONDON–(BUSINESS WIRE)– #china–Consumers are rewarding products delivering proven results over novel ingredients, creating growth opportunities across food, drink and beauty, according to new research from market intelligence company Euromonitor International. Health and wellness food and drinks sales are forecast to reach more than USD 1 trillion globally in 2026, while beauty consumers say they are willing to pay 20% or more for scientific-led efficacy. As ingredient markets mature, competitive adv

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