The groups most likely to purchase functional foods are in growing segments of the population, including older consumers (especially women), and aging Baby Boomers actively taking responsibility for their own health. Furthermore, disposable incomes in these markets continue to grow.
The food industry has great opportunity in functional foods, but a willingness to educate consumers is necessary for long-term success. Manufacturers need to translate FDA claims into tangible consumer benefits, and to explain how functional foods can replace or complement drugs. Retaining an audience requires products which will cover all the bases—health benefits, taste, convenience and price points.