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Functional Foods: The Consumer Perspective
Datamonitor, Sep 2011
This report was presented by Datamonitor at the inaugural Vitafoods Asia event that took place in Hong Kong in September 2011. It explores the emerging and highly-lucrative market for functional foods in the Asia Pacific region, and best-practice strategies from around the world.
Scope of the report:
- Understand how health consciousness has evolved in the Asia Pacific region, and how this has manifest in greater receptiveness to functional foods
- Gain region-specific insight into the benefits and drawbacks associated with functional foods
- Draw inspiration from best-practice examples around the world that most effectively and creatively address the needs of health conscious consumers
Highlights:
- Efforts to eat healthier have traditionally focused on avoiding certain ingredients such as fats, sugars and carbohydrates. However, consumers are shifting their focus and seeking positive health messages: over six-in-10 consumers in the Asia Pacific region say they are more interested in hearing about what TO eat, rather than what NOT to eat
- There is a marked disconnect between interest in functional foods and willingness to purchase them. For example, 91% of Asia Pacific consumers are interested in foods that improve their immune system, yet less than half (42%) are active buying them
- Skepticism is a significant barrier to wider adoption of functional foods. Only 35% of Asia Pacific consumers consider functional food and drink claims to be trustworthy; this is broadly in line with the proportion of consumers who trust food and drinks aimed at children (33%), which is a highly contentious form of marketing
Reasons to purchase:
- Why are consumers in the Asia Pacific region showing greater interest in food and drinks with specific health benefits?
- What are the barriers inhibiting wider adoption of functional food offerings?
- What are some best-practice principles when developing new functional food products?
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