Functional Foods: The New Secret of the Health Conscious Indian Women!!

In India, with growing disposable income and increased urbanization and health consciousness among people, the demand for functional foods is emerging. Consumers are more proactive about their health and this in turn has stirred the global market for functional foods and beverages. This article attempts to segment consumers using cluster analysis on the basis of their health orientation and perception towards functional foods. Correlation has been employed to measure the relation between health orientation and functional foods perception. The research has been carried out using primary data collected from 150 women respondents in Delhi NCR. Data analysis showed there is low correlation between health orientation and functional foods perception. Gym instructors and nutritionists are found to be the most important source of information for functional foods. Women respondents have been segmented into three distinct groups showing varied attitudes towards functional foods and health orientation. Among demographic characteristics, age affects the attitude towards self-health and consumption of functional foods.