Bioactives are found in plants, fungi, and microbes and are considered the next generation of health ingredients.

A recent survey found that 27% of the U.S. population consider themselves bioactivists, but half aren’t satisfied with their current solutions.

These high-intent buyers are willing to pay more for products with bioactives because they see them as a proactive way to support their health and wellness.

This infographic provides insights into what bioactivists want and believe as well as how food, beverage, and supplement brands can appeal to them.