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Fireside chat // From trend to transaction: What will consumers actually adopt?
From weight management and healthy longevity to personalised nutrition, food and nutrition innovation is accelerating at unprecedented speed - but what are consumers actually willing to pay for? As scrutiny rises fuelled by the ongoing UPF debate and recent safety concerns, how do perceptions around processing, quality, and health claims shape what gets accepted or rejected? And how can brands align product design, positioning, and pricing with real‑world market dynamics to move from initial interest to repeat adoption?
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