Consumer Perceptions of Functional Foods

Functional Foods that Work

From the consumer perspective, functional foods can be divided into two primary categories: functional foods that are natural vs. those that are created (Figure 2). The foods consumers think of as natural or inherently functional are those that at an ingredient level have naturally occurring health benefits.

This perspective of natural food as inherently functional is the foundation to understanding why individuals may reject some packaged foods that claim functional benefits—foods that are more like a product of science or medicine rather than real food.

Ultimately, individuals want to connect their food with the nutrients added and the health benefits claimed. To make this link, consumers often construct ingredient narratives or simple stories about a product’s characteristics to determine how it derives its functionality. Ingredient narratives are informed by the consumers’ knowledge about the products and the ingredients. Their intuitive sense of the product based on cues like packaging and its ingredient profile, as well as their personal experience or history with a particular product.

Although individuals may consider some functional foods as existing on opposite ends of the spectrum—foods that are real and natural vs. foods that are created and strange—there is a great opportunity for food manufacturers to create offerings that mediate between these two folds.

The key take away for functional foods manufacturers is that some consumers are quite receptive to food products with have added vitamins and nutrients, but the product and the addition must make sense. Packaged foods that will be most successful are those that intersect with consumers notions of innately natural functional food, as well as provide the benefit of added nutrition.

Laurie Demeritt is president and COO of The Hartman Group, a leading consulting and consumer insights firm. The Hartman Group specializes in the analysis and interpretation of consumer lifestyles and how these lifestyles affect the purchase and use of health and wellness products and services. Contact Demeritt at laurie@hartman-group.com.

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