SUBSCRIBE

Breaking News on Supplements & Nutrition - EuropeUS edition

News > Suppliers

Read more breaking news

 

 
Loading...

Do consumers understand and trust functional foods? Not really, say experts

By Nathan Gray+

20-Nov-2012
Last updated on 20-Nov-2012 at 14:30 GMT2012-11-20T14:30:13Z

Do consumers understand and trust functional foods? Not really

While EFSA’s health claims dossier may pave the way towards tighter regulations on what can and cannot be said about a food's potential benefit, the way that consumers understand and interact with functional foods seems to remain mainly unchanged. For now at least…

Do consumers understand - and trust - functional foods? And what can industry do improve its chances of success in this tough market? Two leading experts in the area told us that big brands, and simple messages probably hold the keys to functional food success.

Speaking with FoodNavigator and NutraIngredients, Chris Brockman, senior global food & drink analyst, Mintel, told us that consumers have a real problem with trusting functional foods.

“There’s a real issue around trust and scepticism about the whole market,” warned Brockman. “And that creates an opportunity for established brands in particular.”

Prof Stefanie Bröring, professor of food chain management, University of Applied Science, Germany echoed Brockman’s warning, adding that most consumers don’t think about ‘functional foods’ as a concept, but instead have loyalty to brands.

“Connecting with simple benefits is the key,” Brockman suggested.

“This depends on the personal health status of the consumer,” said Bröring. “A person who hasn’t got any health problems won’t be searching for a lot of information, and also won’t get the concept of being functional.”  

Expert insights: What is the future for probiotics and prebiotics?

Expert insights: What is the future for probiotics and prebiotics?

Probiotics, prebiotics, and microbiome science are big business, and already generate a great deal...

Game on: Probiotics & sports performance

Game on: Probiotics & sports performance

Dr Ralf Jäger

Co-founder and partner, Increnovo

6 years of hurt: Probiotic heavyweights debate the EU’s health claim blockade

6 years of hurt: Probiotic heavyweights debate the EU’s health claim blockade

Yakult and leading academics expressed frustration at what they see as unfair and opaque...

Does the edible bugs trend have the legs to succeed?

Does the edible bugs trend have the legs to succeed?

Not a week goes by without media headlines talking about the potential of insects...

Is low GI too complicated for consumers?

Is low GI too complicated for consumers?

As pressure on the food industry to reduce sugar in products increases, is the...

William Reed Business Media Holiday video

Happy Holidays 2014 from William Reed Business Media!

The holidays are fast upon us, so let’s put ‘business’ to one side and...

Sports nutrition offers something for every taste

The future of sports nutrition offers something for every taste

Sports nutrition market has been rapidly growing and will continue to so as it...

Naturally healthy foods will overtake fortified products, say experts

Trendspotter: ‘Naturally healthy' to overtake fortified and functional foods

There has been huge growth in functional and fortified food and drinks in recent...

Beauty chocolate: Astaxanthin in functional confectionery

Beauty chocolate: Algatechnologies touts red seaweed for functional confectionery

Efrat Kat

Director of marketing and sales, Algatechnologies

African probiotic project reaching 10,000 infants a day

African probiotic project reaching 10,000 infants a day

Professor Gregor Reid

Chair , University of Western Ontario & Human Microbiology and...

Germvangelist set to shake Probiota with holistic shout

Germvangelist set to shake Probiota with holistic shout

Jason Tetro

Researcher, author, The Germ Guy

Creepy proteins will be hot

New proteins are creeping on trend

Alternative proteins are a “hot area” of interest and products such as sandwich spreads...

Dairy ingredients giant on Indonesia: ‘A lot of opportunities here’

Dairy ingredients giant on Indonesia: ‘A lot of opportunities here’

Jake Riddle

General manager, Kerry Asia Pacific

Indonesia stakes claim as SE Asia's most important food market

Indonesia stakes claim as SE Asia's most important food market

Indonesia's food industry will continue to grow in importance as its population of around...

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

Jane Barnett

Insights manager for Australia-New Zealand, south east Asia and India,...

HI-Japan show wrap: Ageing (& shrinking) population forces government-led nutrition rethink

HI-Japan show wrap: Ageing (& shrinking) population forces government-led nutrition rethink

Japan has always led the world in functional food experimentation even if the results...

Rise in demand for products with added proteins: expert

‘Weekend warriors’ drive added protein demand

Weekend fitness fanatics are driving the demand for more mainstream food and drink products,...

Saturated fat guidelines out, food guidelines in?

Get rid of nutrients and focus on foods in guidelines, says sat fat researcher

Benoit Lamarche

Saturated fat researcher, Laval University

UK researcher backs supplements for omega-3 intakes

UK researcher backs supplements for boosting omega-3 intakes

Philip Calder

Professor, University of Southamption