| Abstrakt: |
There is a strong trend to market products that promise improved health in the United States. Functional food is a rather new concept promoting the healthfulness of foods. Functional food manufacturers should provide motivating and trustful marketing messages. However, since the term 'functional foods' lacks definition, communication to consumers is challenging and can be confusing. This study investigates how U.S. consumers understand the concept of functional foods. An online survey containing 64 questions was structured to measure awareness, consumption, and trust toward functional foods. Based on a definition provided in the survey, a clear minority (15%) of the respondents (n = 1027) stated they had heard of functional foods before the survey. Compared to the respondents who had not heard of functional foods, they more often used whole wheat cereals, vegetable juice, carrots, toast with high fibre and green tea (Chi-square -test, p < 0.001). Food and drug administration (FDA), health associations, and dieticians were the most trusted sources of information for functional food decisions with 28%, 24%, and 20% shares of the respondents, respectively. Food producers, food retailers and media together were chosen as the most trustworthy source by less than 1.5%. We concluded U.S. consumers find functional foods confusing and even unreliable. To strengthen their confidence, we suggest clear and transparent collaboration with nutrition and health specialist and product- specific marketing messages based on solid scientific documentation. [ABSTRACT FROM AUTHOR] |
