A 2021 review article looked at studies published over the last 20 years to try to answer this question. The study results provided some interesting insights into functional food consumers’ behavior. Let’s look at some of them:
- Wanting a healthier and longer life is one of the top reasons people include functional foods in their diets.
- People may also feel morally rewarded and socially accepted for taking care of their health and well-being.
- Some people may think functional foods are an easy and quick alternative to conventional diets to stay fit.
- Taste, flavor, texture, packaging, and credibility of health claims remain critical for these consumers.
It’s important to remember that consumer behavior is complex, especially regarding food choices. Your customers consider various risks and benefits before making a decision. That’s why it’s crucial to collaborate with nutrition, health, and marketing experts. This way, you can choose the most appropriate, science-based messages for each audience.
iNewtrition can help your business create multifunctional food products every step of the way, from business strategy, research and formulations, and launch. Are you ready to innovate with focus? Get in touch to book a consultation.
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Topolska, K., Florkiewicz, A., & Filipiak-Florkiewicz, A. (2021). Functional Food-Consumer Motivations and Expectations. International journal of environmental research and public health, 18(10), 5327. https://doi.org/10.3390/ijerph18105327