THE MARKET FOR FUNCTIONAL FOODS

This paper reviews trends and developments in the market for functiona l foods, with particular emphasis on the current situation in Europe. Although recent research has shown that growing consumer knowledge abo ut the relationship between diet and health has resulted in a market t hat should be ready for functional foods, the fortunes of the first pr oducts on the market have been mixed. Some are doing very well, while others, despite considerable promotional expenditure and effort being put into explaining them to the consumer, have faced problems on the m arket, and some have even been withdrawn. The possible reasons behind these differing performances are reviewed and some areas of future pot ential are highlighted. (C) 1998 Published by Elsevier Science Ltd. Al l rights reserved.