Functional Food Marketing – The Hungarian Market Case
Keywords:
health marketing, functional foods, life marketing approach, death marketing approach, target groups, positioning strategy, market segmentationAbstract
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
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