The market share of functional foods in the main eu countries

Literature research has highlighted how there has been a considerable change in food production. Consumers are looking for greater food quality not only nutritionally but also healthwise. Following consumers’ awareness of the close tie between food and disease risk reduction, demand is more oriented to a category of foods that makes a positive contribution to health. Market analyses of functional foods is therefore indispensable for the food industry to identify the variables in the purchase of such food products. The aim of this work is to analyse the ‘Health and Wellness’ category of the functional food market (2009–2014) in five EU countries from Euromonitor data. This research describes the market share of foods in the ‘Health and Wellness’ category in terms of amount and value from which it emerges that these products are more widespread in these countries and that their prices are falling due to the economic crisis.