Current scientific research raises questions as to how and why food-market consumer demands have changed over time, in relation to increasing health awareness. As a hypothesis, we assume that today’s customers are more health-conscious and open-minded about healthy food and health-related marketing messages both in Hungary and world-wide. Consequently, customers tend to look for the potential benefits of functional foods. We describe present-day lifestyle trends and the changing habits of nutrition as well as introduce the science of nutrimarketing and functional foods, along with their relevant claims. In our field research, we examine customers’ attitudes and mind-sets regarding the domestic cereal market between 2013 and 2016 with the aid of the Neticle system, an innovative online media-monitoring and analysis programme. Examining and understanding these trending needs could open new opportunities for companies to satisfy their customers with applicable product developments.
The Hungarian Journal of Nutrition Marketing. 2017. 4 (1-2) 23-37.
03_Barcs – Jenes_Funkcionális élelmiszerek növekvő népszerűsége – A hazai cereáliapiac fogyasztói megítélése
The present paper discusses the findings of primary research studies related to the development of smoked fish fillet made of the barramundi fish species into a functional food, connected to product tasting. The study sought to provide information for the target audience, in our case, for consumers in hypermarkets on (1) their certain fish consumption habits, (2) their attitudes towards conscious fish consumption, (3) the reputation of the barramundi brought to the domestic market recently and the related considerations of consumers, and (4) consumers’ perceptions of the latest product development, smoked barramundi enriched with substances of positive nutritional effects (e.g. vitamin complex, pumpkin-seed oil, Gingko biloba extract, Sylibum marianum oil, etc.) Our findings suggest that consumers’ perceptions of the barramundi were positive as they positioned this fish species as an attractive, premium category product. The product development, i.e. the smoked barramundi fillet, as a functional food, was well received by consumers. The target audience had already tasted smoked fish earlier, and they were satisfied with the taste of the new premium product. It is important to stress that the respondents lacked a good understanding of the meaning of “functional foods”; however, they agreed with such kind of product developments. They mostly appreciated the components of functional foods with positive and preventive effects on heart and eye health. On the basis of the research it can be concluded that product development is on the right track, it fulfils all the habits, expectations and demands of the target audience related to fish consumption.
The Hungarian Journal of Nutrition Marketing. 2016. 3 (1) 21-36.
02_Szűcs I. – Tikász I. E. – Karnai L. – Stündl L._ Füstölt barramundi filé termékek hazai fogyasztói megítélésének vizsgálata