Marketing strategies for functional food products | Functional Foods in Health and Disease - Online ISSN: 2160-3855; Print ISSN: 2378-7007 Skip to main content Skip to main navigation menu Skip to site footer Open Menu Functional Foods in Health and Disease - Online ISSN: 2160-3855; Print ISSN: 2378-7007 Home Food Science Publisher Functional Food Center Current Archives About About the Journal Aims and Scope Contact Editing Services Editorial Team Express Peer Review Graphical Abstract Journal Insights Privacy Statement Submissions Announcements Search Search Register Login Home / Archives / Vol. 11 No. 8 (2021): August 2021 / Review Articles Marketing strategies for functional food products Authors Stella Chen Danik Martirosyan DOI: https://doi.org/10.31989/ffhd.v11i8.817 Abstract Functional foods are experiencing a growing demand worldwide as consumers seek ways to take control of their health. Despite this growing demand, the lack of a standard definition for functional food for formal categorization and regulation results in many functional food products run into hurdles for consumer acceptance, as many people are not familiar with the concept, and scientific evidence that could increase legitimacy of these products is not widely available. Of the 15 steps the Functional Food Center has outlined for development of functional food products, marketing a product to educate people is closely related to consumer acceptance and is therefore an important step to study to increase success of functional food products. This review article will focus on recent studies that examine carrier/ingredient combinations, information channels, credibility, and consumer targeting and how they can impact consumer intent to purchase or accept functional foods. These studies build off hypotheses tested in pre-existing studies or bring in novel determinants to consider. Finally, advice on marketing based on the results in the included papers and from an industry expert will be discussed. Keywords: Functional Food Marketing, Carrier/Ingredient Combinations, Perceived Fit, Information Channels, Credibility, Consumer Targeting, Advertising, Consumer Acceptance, Purchase Intent Downloads [Abstract] [Full Article] Published 2021-08-05 Issue Vol. 11 No. 8 (2021): August 2021 Section Review Articles License Authors retain the copyright of their articles and grant the Functional Food Center (FFC) and its journals the right of first publication under the terms of the Creative Commons Attribution 4.0 International License. This license permits unrestricted use, distribution, and reproduction in any medium, including commercial use, provided the original author(s) and source are properly credited. Authors may post and share their published work freely, provided that the original publication in this journal is acknowledged. By submitting to this journal, authors confirm that their manuscripts are original, not under consideration elsewhere, and that they hold the necessary rights to grant this license. The Functional Food Center encourages open scientific exchange and allows derivative and extended works, provided attribution to the original publication is maintained. About the Journal      Editing Services      Graphical Abstract      Journal Insights        Submissions        Editorial Team       Privacy Statement        Contact        Current        Archives   Open Journal Systems Hosting and Support by: OpenJournalSystems.com