Linda Gilbert

Nutraceuticals—foods enhanced with vitamins, minerals or herbs—are a growing food-industry trend. But getting functional foods to market requires an understanding of the target audience. This study, based on findings of the biennial HealthFocus® Trend Report, examines specific demographic segments and their attitudes towards health, nutrition and functional foods.

Key words: Consumer; demographic; diet; functional foods; health; herbs; nutraceuticals; nutrition; prevention; performance; wellness; HealthFocus.