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01.14.2009

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For more Hartman Group articles on FUNCTIONAL FOODS, click here...

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01.27.2005 Refining Our (Consumer) Understanding of Functional Foods

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Opportunities in Functional Foods and Beverages

While hundreds of new functional and fortified products roll out of food and beverage manufacturing facilities each year, it’s rare for such products to offer much in the way of relevance to how consumers are changing. The good news is that consumers embrace foods with functional health benefits; the bad news that they don't embrace foods when they appear as if they emerged entirely from a laboratory (i.e., as medicine). In fact, the more scientific and opaque the formulation and the more potent the health benefit, the more consumers would rather just have a pill and a doctor involved.

This Hartman Group Point of View (POV) explores the current state of consumer reaction to functional foods marketing and offers three pathways to seize opportunities in this arena. We believe there are clear ways to succeed. To avoid expensive missteps, however, it is critically important to pay careful attention to the cultural dynamics of marketing functional health benefits in contemporary food culture.

Download the full Hartman Group Functional Foods POV Paper >>

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Download the full Hartman Group Functional Foods POV Paper >>