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Viewing report
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Functional Foods and the Consumer - Multi Client Study
Leatherhead Food International, July 2003
In July 2003,new groundbreaking research was published exploring consumers concerns in France, Germany and the UK about their and their families health, the link between diet and health, their understanding and attitudes to functional and wellbeing foods and their ingredients. In addition, the market for functional foods by product type is quantified for each country under review, highlighting recent new product developments.
Despite continued product and market activity, it is clear that the term functional foods is still largely unknown to the majority of consumers. Just a quarter of consumers had heard the term overall, ranging from 14% in the UK to 38% in Germany. Despite this, purchase levels for some categories of functional foods are now very high, with over 70% of respondents buying yoghurt and 65% buying yellow fats.
Germany had the highest levels of purchase in most categories, although France led in terms of milks and the UK in breakfast cereals, probably reflecting the higher traditional consumption levels of these products in those countries.
Despite a relatively low awareness level of the term functional foods, respondents were generally very positive about the idea, with over three quarters in each country agreeing that they would be prepared to buy them for themselves and their families.
There was also a high level of agreement with the statements that functional foods improved health and reduced the risk of disease, as well as a positive response to the idea of taking them to maintain an active lifestyle in later life. They also felt that supermarkets would be the most appropriate place for them to buy functional foods, apparently expecting them to be available as an option during the regular family shop.
The report was published in July 2003 and is in 4 volumes:
- Volume I: Overview
- Volume II: France
- Volume III: Germany
- Volume IV: The UK
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