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In wellness, the proof is in the second purchase
By Claire Tassin2026-06-12T07:24:00
Trial may be easy to win but loyalty is not. As functional food and drinks goes mainstream, retention not acquisition is where the opportunity lies, says Claire Tassin, principal strategist at Mintel Wellness Research
Consumers are starting to regard the old saying “you are what you eat” as less of cliché and more of a wellness strategy, using food and drink to support wellness outcomes like gut health, sleep and mood.
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