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Functional Food as a
New Trend in Consumer
BehaviourFinal Project Presentation
2015-04-22
Nitra, Slovakia
Scope of the presentation
Theoreticalbasis
Practical insights
Background of the study
Conclusions and
contributions
2
Introducing the
subject matter
of the final
project
Theory of
consumer
behaviour and
functional food
Functional Food
market overview,
marketing
approaches and
consumer attitudes
toward Functional
Food
Based on the
outcomes of
the study
1. Background of the study (1/2)
The need of the study at a
glance
Interest in the theory of consumer
behaviour, applied marketing
approaches,
Health of consumers,concerns,
Diseases reduction, healthier
population,
Healthy food market has been booing
over the years (1bn € by 2017),
30 % of food companies interested in
the healthy food production.
Research activities
performed Literature review referring both to
marketing and food sciences,
Mystery shopping,
Determining the functional food
marketing essentials on practical
examples,
Conducting questionnaire,
Statistical analysis using SAS EG,
Conclusions and contributions based on
research outcomes.
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1. Background of the study (2/2)
Main aim of the study To examine consumer attitudes toward
Functional Food
Supporting procedure –
Hypotheses Testing H1: Economic activity x consumer
dietary habits perception,
H2: Gender x awareness of functional food concept,
H3: Factors influencing consumers while considering functional food product purchase are perceived differently,
H4: There are differences in attitudes toward Functional Food concerning to health risks reduction possibilities.
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2. Theoretical basis (1/4)
Consumer behaviour theory Interdisciplinary science,
The essential attention is paid to the
consumer and his/her choices,
What,
When,
How often,
Under what kind of circumstances
decisions are made.
Factors influencing
consumer behaviour Cultural (culture, sub-culture, social
class),
Social (references groups, family, role
and status within the society),
Personal (age, economic activity, self-
concept and personality),
Psychological (motivation, beliefs,
learning).
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2. Theoretical basis (2/4)
Functional Food Functional Food has beneficial effects
on one or more functions in the body
beyond adequate nutritional effects,
Invented in 1980s in Asia,
It is consumed as a part of normal diet
– NO pill, capsule or any kind of dietary
supplement,
Improve human health and well-being.
What makes it functional?
Presence of functional compounds,
By taking out potentially harmful
components (lactose, gluten...),
Increasing amount of nutrients and
non-nutrients (calcium, fibre,
vitamin C),
Using beneficial materials in food
production (stomach-friendly
bacteria in dairy products).
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2. Theoretical basis (3/4)
Functional ingredient Food source Potential effect on health
β-glucan Oats lower blood cholesterol, postprandial glycaemic response,
aid weight control
Conjugated linoleid-acid (CLA) Cheese, meat products improve body-fat composition, enhance immune system,
lower risk of cancer
Flavonoids Tea, fruit, vegetables neutralise free radicals, lower risk of cancer
Lycopene (carotenoid) Tomatoes lower risk of prostate cancer, in particular
Omega 3-fatty acids Salmon, fish oils lower risk of cardiovascular diseases, improve mental and
visual functions
Phytoestrogens Soy beans and soy-based foods increase symptoms related to menopause, protect against
heart disease and cancers, lower both LDL and total
cholesterol, improve bone mineral density
Plant steols, stanols, stanol esters Corn, soy, wheat, wood oils reduce absorption of cholesterol in body and hence lower
blood cholesterol levels (both LDL and total cholesterol by
≈ 10 %)
Prebiotics (e.g. inulin or fructoligosaccharides) Jerusalem artichokes, shallots, onion (powder) stimulate the growth of certain bacteria in the colon while
not digested by the gut, improve gastrointestinal tract
health
Probiotics (or live bacteria e.g. Lactobacillus
Acidophilus)
Yoghurt and other dairy products improve quality of intestinal microflora and gastrointestinal
tract health subsequently
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2. Theoretical basis (4/4)
Market segmentation „add well to your life“ – improvement
of regular stomach or/and colon
function,
„reduce existing health risks – lowering
high cholesterol or blood pressure,
„make your life easier – lactose and
gluten free products.
Marketing approaches Life marketing – creates holistic health
image, promotes added value of
products and well-being of a consumer
(eye-catching colours, pictures, food
claims),
Death marketing – relates to special
diseases or state of health such as
lowering LDL cholesterol (factual,
objective and scientific based
communication.
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3a. Market overview– „add well to your
life“ (1/2)
Dairy products
Activia and Actimel product lines,
PROBIA and ACIDKO product lines,
MILKO grécky jogurt,
Green Sheep, Kozí vŕšok sheep and
goat milk yoghurts,
Živý jogurt.
Beverages
RIO fresh product line,
Diva´s Functional Water,
Vitamin Well Water product line,
AÇAICO drinks,
Little Miracles drinks product line,
Spelto, spelt drink.
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3a. Market overview– „add well to your
life“ (2/2)
Functional
Food Product
Price per
package
Price per l Conventional
Alternative
Price per
package
Price per l
RIO Fresh
Pineapple
Juice
2,59,- per 1 l - RIO 100 %
Pineapple Juice
1,69,- per 1 l -
Little Miracles
tea drink
1,89,- per 0,33
l
≈ 5,97,- NESTEA Ice Tea 1,05,- per 0,5l 2,10,-
Fruxi Fresh 0,59,- per 0,30
l
1,97,- Relax 100 %
Orange Juice
1,69,- per 0,25l 6,76,-
RAJO Mlieko
Plus (whole
milk)
1,49,- per 1 l - Rajo Mlieko
(whole milk)
1,09,- 1 l -
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3b. Market overview– „reduce existing
health risks (1/2)
Flora product line
Flora pro.activ – cornerstone of the
segment, lowering cholesterol
spread,
Functionality is scientifically
based,
R&D costs – more than 50 mil. USD,
Flora by-products.
Other „similar“ products
Aiming to attract consumer in a
similar fashion as Flora products,
Scientific evidence is misssing,
Rama MultiVita, DELÍČKO, Veto fit,
Perla Plus Vitamíny.
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3b. Market overview– „reduce existing
health risks (2/2)
Functional Food
Product
Price per package Price per kg Conventional
Alternative
Price per package Price per kg
Flora pro.activ 2,79,- per 200 g 13,95,- not applicable
Flora 1,45,- per 250 g 5,80,- Rama Classic 1,19,- per 400 g 2,98,-
Flora Gold 1,80,- per 400 g 4,73,- Perla Maslová
príchuť
1,39,- per 500 g 2,78,-
Flora Light 1,69,- per 400 g 4,23,- Perla Tip 0,99,- per 500 g 1,98,-
Veto Vitamíny 1,15,- per 400 g 2,76,- Veto Maslová
príchuť
1,15,- per 400 g 2,76,-
Perla Plus Vitmíny 1,39,- per 500 g 2,78,- Perla s príchuťou
farmárského masla
1,39,- per 500 g 1,39,-
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3c. Market overview – „make your life
easier“ (1/2)
Lactose and gluten free
products
MinusL product line
RAJO Lakto Free product line,
Lacto Minus milk by Tami,
ALPRO product line,
Lacto Zero yoghurt,
Lactose and gluten free Reis Drink.
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3c. Market overview – „make your life
easier“ (2/2)
Functional Food
Product
Price per package Price per kg (l) Conventional
Alternative
Price per package Price per kg (l)
MinusL
“Butterkäse”
3,29,- per 150 g 21,93,- Tekov Salámovy
syr plátky,
neúdený
1,75,- per 150 g 11,67,-
MinusL
“Milchpudding
Schoko”
2,99,- per 4x125g 5,98,- Danette Mliečny
desert čokoláda
1,89,- per 125 g 3,78,-
MinusL
“Käsecreme”
2,29,- per 200 g 11,45,- Karička Rodinka
roztierateľný
tavený syr
1,59,- per 150 g 10,48,-
Tami Lactose
Minus milk (semi-
skimmed)
1,29 per 1 l - Tami Tatranské
polotučné mlieko
0,99,- per 1 l -
ALNAVIT Schoko-
Cookies
1,99,- per 125 g 15,92,- Milka Cookies 2,29,- per 184 g 12,45,-
Rajo Lakto Free
cream
0,79,- per 200 ml 4,45,- Rajo Smotana na
varenie 10 %
0,49 ,- per 180 ml 2,72,-
ALPRO Soya
dessert caramel
0,87,- per 125 g 6,96,- Rajo Delissimo
desert karamelový
0,59,- per 150 g 3,93,-
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4. Life marketing approach
Features
Bright colours,
Eye-catching pictures,
Positive wording,
Nature, pureness,
Freshness.
Healthy food claims
Meaningful drinks to do you good,
All you need is inside,
Elixir of your life,
Think fresh,
Breakfast for your immunity,
It is time to live!
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5. Death marketing approach
Features Heart-shaped logo,
Clinically proven sign,
Recommended by society of doctors sign,
Big logo pro.activ referring to functionality of the product,
Trademarks inform about Omega 3/6 fatty acids content,
70 % less saturated fats than butter.
Health claims
The most important – „actively
lowers cholesterol SCIENTIFICALLY
PROVEN claim,
„help to keep your heart healthy“,
„contributes to the normal level of
LDL cholesterol in blood“.
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6. Conclusions based on the outcomes of
the project (1/2)
Hypotheses Testing no relationship between economic
activity of consumers and healthy dietary habits perception,
In a word, men and women recognise the FF concept to the same extent,
factors influencing consumer behaviour towards functional food are perceived equally,
consumer perception of functional food in terms of health risks reduction possibilities is equally distributed across presented health risks reduction categories.
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6. Conclusions based on the outcomes of
the project (2/2)
Core findings
49 % respondents consider their eating habits as rather healthy,
50 % have problems to maintain healthy diet (due to lack of time and financial matters),
40 % have not heard about Functional Food yet,
Probiotic yoghurts came into their minds at first, after providing the definition of functional food,
More than a half of people would prefer to buy regionally produced food instead of functional food
Consumers would be willing to pay more for such products (10-30 %),
Vital factors influencing consumer behaviour are committed to health benefits, overall well-being and health risks reduction,
Consumers buy well-established products with a functional base (yoghurts especially),
There is uncertainty in regard to FF consumption in case of good state of health.
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7. Recommendations and contributions
(1/2)
the appropriate attention should
be paid to food innovations and
research to make a contribution to
the food sector development by
such a cooperation,
to produce highly-innovative
products with the potential to
meet consumer needs changing
over the time, and thus to reflect
of latest market situations,
to raise the awareness about functional food concepts by conducting edutainment campaigns both at national and the European level (e.g. information campaigns),
to emphasise the importance of healthy way of life as a major precondition to higher quality of life (contribution to the decreasing costs of health care system e.g. by social marketing campaigns promoting healthier way of life),
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7. Recommendations and contributions
(2/2)
to devote more space to the topics
related to healthy life style and healthy
food in the high schools and thus to
educate the young generation,
to emphasise the importance of
nutrition and all related issues within
the society (discussions across the
society – university experts,
professionals from world of business
and policy-makers),
in regard to Slovak academic environment, more attention should be paid to this particular filed of interests, as it implies many areas for scientific activities (in food sciences, marketing, business economics, innovation thinking) both home and abroad,
provided information could be used in professional practice to obtain a comprehensive insight into current trends on the food market, in particular in the functional food segment.
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Now, it is your turn! Please, ask
questions!
Bc. Dávid Bielik, BSc.
In case of further interest in the subject matter of the project, please, do not hesistate to contact me!
+421 910 499 757
be.linkedin.com/in/dbielik
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