ORIGINAL FOLLOW-UP STUDY
As we established in our preceding report, A Fragmented Category: Where is the Most Room for Innovation in Functional Foods?, significant whitespace exists between available formats (such as ingestibles, bars, mixes, beverages, etc.) and underserved wellness-related jobs-to-be-done.
Our study found that while jobs like hydration, immunity, nutrition, and general bodily caretaking are extremely important, consumers feel they already have enough available, effective products to address them. Instead, the most critical yet hardest problems for functional foods to solve are sleep, stress, and focus.
So, we developed a speculative concept to screen for each opportunity. We tested:
All were priced the same for an equal supply.
Drift Away was the clear winner — but why? Download our report to learn what consumers said about these three hypothetical products, their purchase intentions, risk tolerance, and how Knit approaches concept test studies.