--- title: MMR | Functional Festival --- ## Functional Future A series of webinars on October 20th 9am-12.30pm ET / 2-5.30pm BST We're thrilled to announce our latest - *and biggest ever* - half-day of virtual events, **Functional Future.** On **Wednesday 20th October** at **9am ET**, we go live with insight and expertise in functional food, drink, and personal care, revealing **brand new research** into the behaviors and priorities of the **health-conscious consumer**. Find out more below. ## This event has now ended. Recordings will be available soon. ![Instagram Extra Request\_ 20thOct\_DBN V3](https://info.mmr-research.com/hubfs/MMR%20Research/M_EVEB_FunctionalFuture/Instagram%20Extra%20Request_%2020thOct_DBN%20V3.jpg "Instagram Extra Request_ 20thOct_DBN V3") ## Functional Future: the main event! October 20th, 2-3pm BST / 9-10am ET Brand new global research has revealed high consumer interest in products claiming to support mental health, immune health, anxiety and more. From mushroom extracts and vitamin supplements, to calming beverages and probiotic snacks, diet and lifestyle personalization is driving the future of CPG innovation. We'll be exploring this extensive new research live on October 20th, along with a deep-dive into: - **Driving factors** behind a new focus on functional - **Categories** with most to gain, and those that must try harder - Consumer **perceptions** of 30 **functional claims** - **Sensory evaluations** of recent innovative products - The **packs and products** that are **rated effective** by consumers ![MMR\_Logo\_Purple\_Artwork](https://info.mmr-research.com/hs-fs/hubfs/MMR_Logo_Purple_Artwork.png?width=80&height=80&name=MMR_Logo_Purple_Artwork.png "MMR_Logo_Purple_Artwork") [Register Now](https://info.mmr-research.com/functional-future-us?hsLang=en#register-now) --- ## **Developing Winning Claims** ### Oct 20th, 3.15-3.45pm BST / 10.15-10.45am ET How can brands leverage hot topics and tap in to consumer motivations when developing compelling **claims** in **functional food, drink, and personal care**? In this seminar, you’ll discover more about: - Brand new research in to how consumers **perceive** over 30 current claims around functional product benefits - Our **cutting edge qual & quant hybrid approach** that fast tracks claims development through consumer co-creation Join our team of research experts and uncover opportunities to fast track your claims development, so you get it right first time. *Hosted by: Luisa Gibbons (Global Head of Product at MMR Research)* ![MMR\_Logo\_Purple\_Artwork](https://info.mmr-research.com/hs-fs/hubfs/MMR_Logo_Purple_Artwork.png?width=80&height=80&name=MMR_Logo_Purple_Artwork.png "MMR_Logo_Purple_Artwork") [Register Now](https://info.mmr-research.com/functional-future-us?hsLang=en#register-now) --- ## Designing Better Products ### Oct 20th, 4-4.30pm BST / 11-11.30am ET Which functional products are really hitting the mark when it comes to being **memorable** within their categories? And how exactly are they doing this? In this session, our sensory experts pick apart how functional products speak to consumers through the power of their sensory assets, and how they achieve **differentiation and high memorability**. You'll leave with: - Key tips on how to use **sensory semiotics** to create convincing consumer experiences - Next steps to **increase your brand/product credibility** - Direction on how to **command a premium price point** *Hosted by: Sam Hammond (Senior Sensory Qual Research Executive) and Caitlin McLean (Sensory Qual Associate Director)* ![MMR\_Logo\_Purple\_Artwork](https://info.mmr-research.com/hs-fs/hubfs/MMR_Logo_Purple_Artwork.png?width=80&height=80&name=MMR_Logo_Purple_Artwork.png "MMR_Logo_Purple_Artwork") [Register Now](https://info.mmr-research.com/functional-future-us?hsLang=en#register-now) --- ## KICR: Power of Ingredients (Panel Discussion) ### Oct 20th, 4.45-5.15pm BST / 11.45am-12.15pm ET In this show, a lively panel from MMR’s sister company KICR Innovation will be exploring brand new consumer research in the functional space, and considering the key opportunities that it supports. This is your chance to ask any burning questions on today's content! What are the most powerful ingredients serving people’s top health priorities? How can major brands capitalize on the efforts of highly premium brands on the edges of functional food and beverages? What product formats could define the next era of our functional future? Guaranteed to make you think, grab your Lion's Mane Coffee and join us live. ![KICR Innovation Logo cropped](https://info.mmr-research.com/hs-fs/hubfs/KICR%20Innovation/Logos/KICR%20Innovation%20Logo%20cropped.png?width=100&height=63&name=KICR%20Innovation%20Logo%20cropped.png "KICR Innovation Logo cropped") [Register Now](https://info.mmr-research.com/functional-future-us?hsLang=en#register-now) --- ## Nova Partnership Initiative ### Oct 20th, 5.15-5.30pm BST / 12.15-12.30pm ET Nova is MMR's dedicated **tech innovation** team. Focused on uncovering and pressure-testing new and exciting tech **capabilities within market research,** Nova specializes in improving the way you interact with and learn from **consumers**. In this session, we invite you to discover and join the **Nova Partnership Initiative** so you can gain exclusive access to: - First refusal for **pilot studies and experiments** to be at the cutting edge of new capabilities - Unlimited **access to the team**, to tap into their expertise and experiences - The ability to **influence** what we look into next - A quarterly newsletter identifying the latest trends in tech innovation and keeping you up to date with all our latest projects Want to find out more and stay ahead of the curve in tech developments? Reserve your spot for this informative session on October 20th. ![NOVA\_CMYK\_Orange](https://info.mmr-research.com/hs-fs/hubfs/MMR%20Research/Nova/Nova%20Logos/NOVA_CMYK_Orange.png?width=160&height=38&name=NOVA_CMYK_Orange.png "NOVA_CMYK_Orange") [Register Now](https://info.mmr-research.com/functional-future-us?hsLang=en#register-now) © 2026 Copyright: [MMR Research](https://www.mmr-research.com/) - [Privacy Policy](https://www.mmr-research.com/privacy-policy) - [Cookie Policy](https://info.mmr-research.com/cookie-policy?hsLang=en)