British Dragging Feet Over 'Functional Food'
August 20 2003
Nearly two thirds of consumers believe that certain foods can reduce the risk of developing some ailments and conditions, according to new research from food and groceries specialists IGD into 'functional foods' - but only one third have bought such a food and less than a quarter buy them regularly, indicating enormous untapped market potential.
Functional foods are defined as foods having health promoting benefits and/or disease preventing properties over and above their usual nutritional value. They range from foods generated around a particular ingredient (e.g stanol-enriched margarines), through to staple everyday foods fortified with a nutrient that would not normally be present to any great extent (e.g. folic acid fortified bread or breakfast cereals).
IGD's Consumer Watch report found that consumers believe food has a role to play in reducing the risk of developing certain ailments, and in curing and treating them:
- 65% of consumers believe that certain foods have health benefits that can reduce the risk of developing some ailments and conditions.
- 54% believe that certain foods can treat some ailments and conditions, 'just like a medicine'.
- 40% believe that certain foods can cure certain ailments or conditions, 'just like a medicine'.
Respondents mentioned such links as Cranberry juice with healthy kidneys and stanol and sterol enriched margarines (e.g. Flora pro-active and Benecol) with a healthy heart and reduced cholesterol.
The habitual purchasers of 'functional foods', just over 20% of all consumers, can be further split into three groups:
- only 10% who have noticed a significant difference and feel that the foods have really worked for them
- 20% who buy such foods as and when they need them rather than buying at fixed intervals
- a majority who buy because of an inherent belief that prevention is better than cure and a feeling of doing something beneficial to themselves.
The main reasons given for not buying a functional food again after trying it once were cost, not noticing a benefit and simply not liking the taste. A fair proportion of respondents (33%) even said that they would prefer to take a prescribed medicine three times a day to treat a specific condition than eat a portion of fruit or vegetables three times a day. 44% preferred the three portions of fruit and veg.
In the words of IGD Chief Executive, Joanne Denney-Finch, 'Clearly some consumers believe that their food choices play an important role in preventing, curing or treating illness, however this is not currently expressed in their purchase behaviour of functional foods. The market opportunity is great.
'To gain greater consumer acceptance of functional foods, communication and education are key. The more knowledgeable consumers are, the more able they are to make informed choices about the foods they eat and enjoy'.
The IGD Web site is at
www.igd.com
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
