NIQ Perspective: How Men are Reshaping Food and Beverage Growth Around Function
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This perspective reveals how men prioritize function, efficiency, and credibility when choosing food and beverages.
Act now as growth concentrates among higher-income men and traditional volume drivers lose relevance fast.
Why it matters
Men are reorganizing food and beverage decisions around daily utility, forcing brands to rethink value, assortment, and innovation.
Growth is increasingly driven
By higher income men, reshaping pricing, pack architecture, and profit strategy.
Functional benefits
like protein, convenience, and clarity now outweigh promotion or brand breadth in purchase decisions.
Beverages and AI-led Tools
Are accelerating faster choice elimination, rewarding brands that prove usefulness instantly.
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“What stands out to me, as both a thought leader and a man, is how quickly I narrow my own choices when I shop. If a product doesn’t clearly explain what it does or why it’s worth my time, I move on without hesitation. Protein, functional beverages, and AI haven’t changed what I value, they’ve simply removed the friction from deciding. Over the next several years, brands that win with men will be the ones that earn trust fast and prove useful every day, not the ones that rely on novelty to get noticed.”
–Chris Costagli
Vice President, Thought Leadership, F&B Insights Lead, NielsenIQ
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
