Pulse Report: Functional Foods From a Consumer Perspective

Published by: Hartman Group

Published: Mar. 1, 2006 - 45 Pages

Table of Contents

List of Figures & Tables

Executive Summary

Introduction

Chapter I. Functional Foods in the News

It’s All So New: The Short History of Health Claims on Functional Foods

1994 to the Present: Dietary Supplements Build Ingredient Awareness

Refining the Consumer Understanding of Functional Foods

Beyond a Production-Driven Approach to Functional Food Innovation

Food is Not Medicine: An Enormous Cultural Impediment to Functional Foods

The Loss of Folk Remedy Consciousness

The Role of Anatomy in the Plausibility of Functional Foods

The Roots of Symbolic Logic: How Consumers Decipher Functional Foods

Ingredient Narratives Are Simple Stories about How a Food “Came to Be”

Symbolic Logic Builds Bridges

History Matters: Cultural Familiarity Promotes Acceptance

Functional Foods Must (Appear To) Be Natural

Lifestyle Integration

Chapter III. Purchase and Use of Functional Foods

Multiple Paths to Functional Food Purchases

Functional Food and Beverage Occasions for Use

Chapter IV. Conclusion

Appendix I . The Hartman Model

Appendix II . Methodology

Quantitative Methodology

Qualitative Methodology

Appendix III . Supplemental Charts

List of Figures & Tables

Figure 1. Functional Food Ingredients in Printed Media Headlines

Figure 2. Functional Food Vitamins & Minerals in Printed Media Headlines

Figure 3. Most Used Dietary Supplements: “Which of the following supplements do you use?”

Figure 4. Most Recognized Additions to Foods: “Which of the following additions to food have you heard of?”

Figure 5. Preferred Delivery of Functional Ingredients: “I would prefer to have vitamins, minerals, and/or nutrients” (choose the two MOST preferred options)

Figure 6. Least Acceptable Functional Foods: “I would NOT want added vitamins, minerals, and/or nutrients in…”

Figure 7. Example of Consumer Connections with Symbolic Logic

Figure 8. Most Acceptable Foods for Functional Additions: “I would find additions of vitamins, minerals, and/or nutrients appropriate in…”

Figure 9. Lowest Rejection Rates for Functional Additions: “I would NOT want added vitamins, minerals, and/or nutrients in…”

Figure 10. Highest Rates of Functional Food Use: “I currently consume the following functional foods and beverages”

Figure 11. Preferred Functional Ingredient Categories: “I prefer to purchase foods/beverages with…”

Figure 12. Gender Appropriate: “Functional foods and/or beverages are most appropriate for…”

Figure 13. Functional Beverage Occasions: “I usually or would drink functional beverages when I’m…”

Figure 14. Functional Food Occasions: “I usually or would eat functional foods when I’m…”

Figure 15. Most Acceptable Foods for Functional Additions: “I would find additions of vitamins, minerals, and/or nutrients appropriate in…”

Figure 16. Highest Rates of Functional Food Use: “I currently consume the following functional foods and beverages”

Abstract

This Pulse Report explores the gap that exists between the production-driven approach of today's functional food and beverage manufacturers and American consumers who are just beginning to comprehend what functional products are. While the market for functional foods and beverages continues to expand, the report examines how American consumers are in the early stages of recognizing links between ingredients that exist primarily in dietary supplement forms and the foods and beverages they are familiar with. Functional Foods from a Consumer Perspective finds that consumer acceptance of new functional products depends on the ability of manufacturers to develop products that are more closely allied with where consumers are now in the adoption of nutritionally enhanced products, rather then products developed for a perceived "consumer of the future." An important overall finding addressed in the report is that despite the introduction of thousands of functional foods and beverages into the U.S. market, American consumers still associate more strongly with dietary supplements in pill form for treating chronic health conditions and to boost overall wellness than they do with foods and beverages.

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