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European consumers' acceptance of functional foods
1MAPP Centre for Research on Customer Relations in the Food Sector, Aarhus University, Aarhus V, Denmark. klg@asb.dk
Abstract:
Consumer acceptance of functional foods is analyzed from the perspective of consumer quality perception of food products. Four major dimensions of food quality are identified: taste and other sensory characteristics, healthiness, convenience, and naturalness. Functional foods provide, from the consumer perspective, synergies between healthiness and convenience, but may, in the consumer mind, lead to trade-offs between healthiness on the one side and taste and naturalness on the other side. This may explain the reluctance of European consumers to accept functional food products.
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