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A HARTMAN GROUP POINT OF VIEW

Opportunities in Functional Foods

Functional Foods continue to entice companies in today’s food and beverage sector. This Hartman Group Point of View (POV) explores the current state of consumer reaction to functional foods marketing and of- fers three pathways to seize opportunities in this arena. We believe there are clear ways to succeed. To avoid expensive missteps, howeve , it is critically important to pay careful attention to the cultural dynamics of marketing functional health benefits in contemporary food culture.

Consumers have long been trained to buy fortified foods, because of a strong belief in the virtue of getting extra of basic vitamins and minerals (e.g., vitamin C, folic acid, vitamin A and D).

Fortified foods are the cultural foundation on which functional food marketing builds a new generation of value-added healthy food and beverage products.

What has changed from a consumer perspective is that:

What Are Functional Foods?

An industry term that covers any food or beverage designed and/or marketed with a health benefit (physical or emotional), implicit or explicit.

“Functional Foods” expands the category that both industry and consumers commonly refer to as “fortified foods.”

Cultural Background Affecting Functional Foods Marketing

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OPPORTUNITIES IN FUNCTIONAL FOODS | THE HARTMAN GROUP, INC.

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