The “Young” Consumer Perception of Functional Foods in Italy

Abstract

We analysed the role of acceptance of functional foods (FFs) focusing on the preferences expressed by three distinct groups of young Italian consumers. FFs represent an innovation both in terms of technology and marketing for Italian food companies, and the segment of young consumers would appear especially interested in them. Our results showed that a different cultural education, hence the degree of knowledge cumulated by young consumers, is a key element in the preference for, and perception of FFs. This implies the need to identify differentiated marketing strategies for firms seeking to reach this segment of FF demand in Italy.

Keywords:

• Functional foods
• young consumers
• Italy

Acknowledgments

The research for this study was supported by the Centro per la Formazione in Economia e Politica dello Sviluppo Rurale (Portici, NA).

Notes

¹ This category includes Activia, Actimel, Lc1 and many others; symbiotic foods (foods that contain both prebiotics and probiotics); eggs enriched with omega-3 fatty acids; fruit juices with added fibre, vitamins and mineral salts such as Parmalat Jeunesse juices enhanced with the Q10 coenzyme. The 5-colour Santal juices, enhanced with the extracts of grapeskins rich in polyphenols, might also fall within the definition of functional products; breakfast cereals with added vitamins, minerals, fibre, and oils. Breakfast products that faithfully reflect the definition of functionals are not commonly found on the Italian market; what may be considered functional are those breakfast cereals in which the ratio between soluble and insoluble fibre has been changed thanks to food technology; bread and baked products with a high content of vitamins, minerals, fibre, and folic acid. Pancor is an example of functional bread; products enriched in phytosterols such as Danacol; energy drinks like Red Bull; low fat content milk with added fibre, vitamins, minerals, fibre, folic acid and polyunsaturated fatty acids. Examples are Parmalat milk with added omega-3 or milk to reduce hypertension (Evolus) not yet common on the Italian market.