Functional foods in Europe: consumer research, market experiences and regulatory aspects

The fact that the European markets for functional foods generally are less developed, compared to the US and the Japanese markets, has often been attributed to a restrictive and inconsistent health claim legislation in and between the European countries. With the European Parliament's second reading of the main principles of the harmonized regulation COM/2003/0424, this situation is about to change. This article reviews the regulatory aspects, the results of consumer research and the marketing strategies regarding the use of health claims for functional foods in Europe, and it comments on the lack of correspondence between the new regulation and the marketing experiences and research as regard consumer reactions to health claims.