A Third Of UK Consumers Ignore Fast-Growing Functional Food And Beverage Market

A third of UK consumers said they did not and do not intend to consume functional food and beverage products, according to Leatherhead Food Research's SenseReach survey. The market grew 150% from 2003 levels to reach $24.2 billion in value in 2010, thanks mainly to the 25% of consumers who use functional products daily and the 20% who said they do so at least once every two weeks. The authors conclude that functional food and beverage companies seeking to expand their sales should target those who already buy functional foods and drinks rather than trying to convert those that don’t.