Chapter 23 - Educating consumers: making informed choices for better health impact

Abstract

Functional foods are industrially produced or natural foods that, when consistently included in a varied diet and taken in effective quantities, may offer health benefits. This chapter aims to discuss the determinants (drivers and barriers) documented in the existing literature that can influence consumer choice and strategies for educating consumers to empower them to make informed choices regarding functional foods. Pushing functional food success requires a deep understanding of key determinants that shape consumer acceptance, such as physiology and sensory perception; sociodemographic, lifestyle, and psychological; nutritional and health benefits; nutrition labeling, legislation, and regulations; sustainability and environmental impacts determinants. Educating consumers and enhancing their knowledge appear to be the most effective strategies to improve their decision-making process regarding functional food. Dissemination and perennialization of adequate knowledge and evidence-based communication among different stakeholders seem to be the most promising ways to increase consumers’ interest in functional foods. Achieving this objective requires the development of diverse programs at school levels, scientific seminars, and engagements with policymakers. Finally, extensive research is required to overcome the challenges involved in the adoption of the new technologies during the development of functional food.