The evaluation of consumers', nutrition and health professionals' approaches to functional foods

Consumers aim to live a longer life with better quality day by day. Due to the change in consumer behavior, the proportion of knowledgeable, conscious consumers is steadily increasing, and functional foods with the capacity to protect health are gaining more and more place among food products. The functional food market is a promising and an unexplored sector in Turkey and in the world. In this regard, food companies are wondering whether their newly developed products really meet the expectations of both consumers and health professionals, and how they approach these products. The aim of this study is to evaluate the approaches of consumers and nutritionists, dietitians (health professionals) to products, recommended as functional foods, that are introduced to be a part of healthy nutrition. In addition, with the findings obtained, it is aimed to obtain indicators that can contribute to better strategic and tactical marketing decisions. The study mainly focuses on the purchasing behaviors of consumers and healthcare professionals living in Istanbul. Inferential research design was used in the study. The hypotheses were tested with the help of descriptive and inferential statistics, exploratory factor analysis (PCA) and binary regression analysis using data collected through questionnaires from 391 consumers and 219 healthcare professionals. As a result, it has been determined that among both the consumer group and health professionals, the interest in functional foods is high in women, in families with children and in higher income individuals. In addition, new lifestyles, higher incomes and better consumer awareness increase the demand for innovative food products throughout the year. The findings of this study are also relevant for government agencies and the food industry interested in designing public health programs.