Consumer acceptance of functional foods: issues for the future

In the past, it has been assumed that consumers would accept novel foods if there is a concrete and tangible consumer benefit associated with them, which implies that functional foods would quickly be accepted. However, there is evidence that individuals are likely to differ in the extent to which they are likely to buy products with particular functional properties. Various cross‐cultural and demographic differences in acceptance found in the literature are reviewed, as well as barriers to dietary change. In conclusion, it is argued that understanding consumers’ risk perceptions and concerns associated with processing technologies, emerging scientific innovations and their own health status may enable the development of information strategies that are relevant to wider groups of individuals in the population, and deliver real health benefits to people at risk of, or suffering from, major degenerative illnesses.