A Qualitative Analysis of Consumer Perceptions of Mood, Food and Mood-Enhancing Functional Foods

Little published research to date appears to have considered the consumer view of functional foods. Focus group interviews therefore sought to determine consumer perceptions of mood and food interactions and requirements of functional foods, both generally and specifically in relation to mood-enhancing products. Scenario building was used to prompt discussion. The dialogue was recorded, transcribed and thematically content analysed. Consumers reported eating different foods according to their emotional state, choosing to eat “healthily” only when in a “good mood” or post-exercise. Foods commonly craved and comfort foods appeared linked to childhood reward systems and experiences. Consumers expressed a preference for functional benefits to be delivered through a food product rather than a pill. This was partly because the taste and smell of food was perceived to provide additional functional benefits. Foods that smell and taste in ways that evoke positive childhood memories and reward systems may therefore provide ideal vehicles through which to deliver mood enhancing nutritional benefits. There was a general willingness to try mood-altering foods, although continued use would depend upon safety and efficacy. There was a perceived need for foods that are antidepressant, anti-fatigue and have calming properties. Although price appeared unimportant, it was generally agreed that functional foods should taste good. They should also come in small packages that are unambiguously labelled, easy to obtain and convenient to use, possibly in social situations. It was generally agreed that these products should be targeted at women.