Functional foods from the perspective of the consumer: How to make it a success?

Functional foods have become the corner stone of food innovation in the past few years. All big food companies are investing in functional foods because the mega trends in society seem to require healthy food with added benefits to improve the health, wellness and quality of life of people. The food companies have not only adapted their strategies and their communication to the health awareness and request of consumers but they have also changed their innovation process. And yet, there are more failures of functional food products out in the markets than there are global successes. The analysis of this phenomenon shows that the invention of new food products has to start in the mind of the consumers. A consequent orientation at consumer insights, translated into relevant, noticeable benefits, added to trustworthy and adequate brands, may be one potential route to market success.