[Consumer behavior toward functional foods. The role of authentic information]

Nowadays, we are witnessing a spectacular improvement in health consciousness of advanced societies. Due to the transformation of consumer behaviour, the proportion of health-conscious consumers who make well-informed and independent decisions increases steadily. In parallel, health-promoting foods are gaining more ground in the markets. Regarding the health effects, primarily cardiovascular prevention, bacterial flora modification, weight reduction as well as energy and vitamin supplementation are in focus in Hungary. Practically, any food type can be enriched with functional attributes; however, in addition to technical difficulties, the main challenge for food manufacturers is to persuade consumers to try out their products and use them continuously. In addition to research, development and innovation, consumer awareness and continuous knowledge expansion are also key factors for the success of functional foods. Consequently, strengthening the collaboration between functional food manufacturers and health professionals and researchers would be particularly beneficial, since their interrelationships might have a significant impact on the development and acceptance of novel functional foods. Orv Hetil. 2018; 159(30): 1221-1225.