Americans’ appetite for functional foods varies widely
Ipsos found that Americans are increasingly seeking foods and drinks with more protein, less sugar, more fiber, and better hydration and energy benefits. Interest in plant-based options remains comparatively weak.
For European food and beverage brands, the signal is that functional claims around protein, fiber, and hydration are likely to resonate more than broad plant-based positioning. The findings also matter for Sales and Marketing because they point to clearer product messaging tied to everyday health goals, which may translate well in Europe as GLP-1 use and nutrition-focused buying behavior spread.
More Americans say AI tools are being used at work
Ipsos says half of working Americans now see chat-based AI tools used at their workplace, up from 38% last year. The rise suggests AI has moved further into everyday business use, which matters for European sales and marketing teams tracking how quickly AI is normalising in the workplace and influencing procurement expectations. Ipsos also said use of AI image generators and data analysis tools is increasing, pointing to broader operational adoption.
Americans are warming up on summer plans, despite high gas prices
Ipsos says Americans are planning more summer trips by car and plane, even as gas prices remain high. For Europe, this suggests consumer demand for travel may stay resilient despite cost pressure, which matters for airlines, car rental firms, and travel marketers.
Ipsos Consumer Tracker
Ipsos finds that 50% of employed Americans say their employer now uses ChatGPT or similar chat-based tools, up from 38% in 2025. Use of AI tools for data analysis and image generation has also risen, which points to faster operational adoption in workplaces that serve international markets, including European sales and marketing teams.
Americans split on what they think the U.S. should do next in Iran
Ipsos’ April ABC News/Washington Post poll found Americans split on the next U.S. step in Iran, with 48% favoring a peace deal and 46% favoring pressure for a better deal even if military action resumes. For Europe, the result underlines continued uncertainty around U.S. Iran policy, which can affect energy prices, geopolitical risk and the tone of transatlantic diplomacy.
The Ipsos Care-o-Meter: What does America know about vs. what does America care about?
Ipsos said Americans were least aware of Taylor Swift’s trademark filings to protect her voice and likeness from generative AI tools. The item stayed in the “Don’t Know/Don’t Care” quadrant despite ongoing coverage. For European marketers, it suggests AI rights issues still draw limited mainstream attention unless they affect major brands or creators directly.
Food and beverage: Essential data and insights
Ipsos published a roundup of consumer data on food and beverage habits, including caffeine use, demand for protein, and concerns about additives and unsafe chemicals. The findings matter for European food and drink brands because they point to growing pressure to balance health claims, ingredient transparency and affordability in marketing and product development.
Ipsos Top Topics
Ipsos published a new “Top Topics” page that brings together its latest research on major issues shaping the US and global markets. For European sales and marketing teams, the relevance is mostly indirect, but it can help benchmark consumer and policy themes that often influence campaign planning and market research.
The economy: Key insights, data and solutions on inflation, recession, consumer confidence and more
Ipsos says 74% of Americans think their cost of living is on the wrong track, while 73% disapprove of Trump’s handling of it. The data points to persistent price sensitivity in the US, which matters for European brands tracking demand, pricing and campaign messaging in inflation-affected markets.
Artificial Intelligence: Key insights, data and tables
Ipsos says 24% of Americans now use AI tools “often,” up from 17% last fall, while 50% say ChatGPT or similar tools are used at work. The findings suggest AI is moving further into everyday business processes, which matters for European sales and marketing teams weighing adoption, productivity and customer-facing use cases.
Ipsos also finds that public skepticism remains high, with only 27% saying AI data centers would boost economic growth and job creation in their community. That matters in Europe because trust, regulation and infrastructure debates can shape both where AI is deployed and how brands communicate about it.
More people feel threatened by hantavirus than COVID
Ipsos found that more Americans now rate hantavirus as a high threat than COVID, though most still call it a low threat. The result shows how quickly public risk perception can shift when a rare disease enters the news cycle. For European marketers and sales teams, it is a reminder that health-related attention can move fast and affect consumer sentiment across travel, retail, and food categories.