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Functional Food Marketing - The Hungarian Market Case

Author

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  • Nagy, Szabolcs

Abstract

In Hungary, a growing number of consumers have recently recognized the importance of healthy eating habits in disease prevention. As health is one of the most important terminal values of Hungarian consumers, functional foods are likely to have a bright future and their market is expected to grow significantly in the coming years. In this paper, the main driving forces of the growth of the functional food market, the consumption patterns of functional foods, up-to-date product trends, the relevant marketing approaches, and the main consumer segments have been identified. This paper contains empirical research findings on functional food consumption in Hungary. As a marketing manager or academic, you shall find valuable pieces of information on the segmentation, the main target groups and the most successful positioning strategies regarding the functional food market in Hungary.

Suggested Citation

  • Nagy, Szabolcs, 2010. "Functional Food Marketing - The Hungarian Market Case," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 5(1), pages 43-49.
    • Handle: RePEc:zbw:espost:110950
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    Cited by:

    1. Maharaj, Amit Satesh & Badrie, Neela & Singh, Marsha, 2020. "Evaluation of the motivational Factors Promoting the Consumption Nutraceuticals sold at Health Food Stores in Trinidad," Farm and Business - The Journal of the Caribbean Agro-Economic Society, Caribbean Agro-Economic Society, vol. 12(1), December.

    More about this item

    Keywords

    functional foods; marketing; health marketing; market segmentation; positioning strategy; target groups;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco

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