Functional foods development in the European market: A consumer perspective

An overview of the functional foods (FFs) market in Europe that ascertains the opportunities for further expansion of this segment is presented. Consumer behavior towards FFs was analyzed through a quantitative survey conducted on 400 Italian food shoppers. Our findings reveal that respondents are confused due to the ambiguity of what FF products are, and that consumers perceive products that are intrinsically healthy such as yogurt, cereals and juice, as preferable and credible carriers of FFs. Moreover, use of principal components analysis highlighted the key role played by the perception of healthiness in determining shoppers’ attitudes towards FF.

► The current paper offers an overview of the functional food market in Europe.
► Opportunities for further expansion of this segment are presented and discussed.
► A survey on 400 Italian food shoppers analyzed consumer behavior towards FFs.
► Results provide insights that may contribute to more effective marketing decisions.