Emotional wellbeing is emerging as a top health concern for consumers across the generations, according to new research by the Hartman Group, which also found an increasing portion of people prefer to manage their moods with food, beverages and supplements than over-the-counter and non-prescription medications.

Delivering on whitespace innovation can propel a CPG food and beverage startup into mainstream success, and filling a gap in the market might be simpler than some startups think, explained Karen Anderson, CEO of Purple Peak Marketing, during a recent Founders’ Fundamentals podcast.