Survey of the potential consumer and customer groups of functional foods

Németh-T., Anett – Vincze-Tóth, Judit – Hegyi, Judit – Troján, Szabolcs

Keywords: functional food, organic food, average consumer, special consumer, market research

Functional foods, as products possessing additional value, are innovative products of today’s world food industry, which is refl ected in their continuously increasing market share. In our survey, 81% of ‘average consumers’ did not belong to the regular consum-ers of functional foods. Within them, the proportion of those not consuming functional foods at all is 33%. Concerning 65% of those asked throughout the country, the reason for rejecting functional foods was insufficient or inadequate information. Among peo-ple who know and consume functional foods, daily consumption is the most typical, so those who are aware of the favourable effects of these products incorporate them into their diet at a daily level. In the case of both genders, among ‘average consumers’, their own conviction and their acquaintances’ recommendations are the two highest motiva-tions, while non-medical practitioners’ or dieticians’ recommendations are the poorest ones. Regarding functional foods, those with a health-conscious way of life are the layer of consumers with the most potential. More than half of the ‘average consumers’ are willing to pay as much as 10-20% extra to remunerate for the effects promised by functional foods. There is a positive connection between consumers’ familiarity with functional foods and their willingness to pay a premium. Certificates from control or-ganisations and trademarks are the two most important guarantees for quality in the circle of all consumers. Although people buying organic food do not know functional foods in high proportions, they are open and interested; therefore they may represent a potential target group. Relying upon these findings, products incorporating both or-ganic and functional features could be expected to have the most favourable judgement and to find regular customers in the easiest way.

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