B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
65%
65% -- share open to trying new food and drink for food and drink consumers (2025)
65% of consumers are open to trying new food and drink.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
65%
Unit
Percentage
Data Vintage
2025
Entity
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
WPP Media, Snapchat, Ipsos
Primary
Tier A
https://www.wppmedia.com/de/news/the-modern-food-and-drink-playbook-four-winning-moves-for-todays-co… ↗
Source Article
The New Recipe for Success: Four Winning Moves for Modern Food & Drink Brands | WPP Media
Media Minute4th Nov 2025
The Modern Food & Drink Playbook: 4 Winning Moves for Today's Complex Consumer
Media Minute is WPP Media's series, specifically crafted to empower our clients and marketers for their intelligence era.
Let's be real: today's food and drink shoppers are a culinary conundrum. T…
Original Research
WPP Media, Snapchat, Ipsos
· Original study ↗
Methodology
Global research by WPP Media, Snapchat, and Ipsos
Methodology documented
Segmentation
IndustryFood and Beverage
RegionGlobal
Cite this stat
Plain Text
food and drink consumers: 65% share open to trying new food and drink. Source: WPP Media, Snapchat, Ipsos (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumers-open-new-food-drink-65
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<blockquote cite="https://lighthousedata.io/data/consumers-open-new-food-drink-65" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>65%</strong> -- share open to trying new food and drink for food and drink consumers<br><small>Source: WPP Media, Snapchat, Ipsos (2025) · <a href="https://lighthousedata.io/data/consumers-open-new-food-drink-65" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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