3. Growing Demand for Functional Foods – The Customer Perception of the Domestic Cereal Market

Barcs, Júlia – Jenes, Barbara

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.

DOI: 10.20494/TM/4/1-2/3

The Hungarian Journal of Nutrition Marketing. 2017. 4 (1-2) 23-37.

Download: 03_Barcs – Jenes_Funkcionális élelmiszerek növekvő népszerűsége – A hazai cereáliapiac fogyasztói megítélése

2. The Megatrend Connections of Food Consumption

The interest which is shown about food and meals nowadays is high. More and more new magazines, blogs, restaurant reviews and ratings, TV channels, contests and festivals appear in connection with this topic. In this study the new phenomena of food topic is analysed through several megatrend buzzwords. The study tries to draw up a system for the connections of food and meal topic and also tries to present research results about it. Some research results are presented in the study in order to illustrate the behaviour of Hungarian consumer.

DOI: 10.20494/TM/1/1-2/2

The Hungarian Journal of Nutrition Marketing. 2014. 1 (1-2) 19-27.

02_Törőcsik M._Az ételfogyasztás megatrend kapcsolódásai