A cross sectional study of consumer awareness of functional foods in Thessaloniki, Greece

Abstract

PurposeIncreasing awareness of functional foods would have many health benefits such as reducing the incidence of non communicable diseases. The aim of this study is to investigate consumer awareness and consumption of functional foods in the city of Thessaloniki, Greece.Design/methodology/approachA sample population of consumers was randomly selected outside popular supermarkets in the city of Thessaloniki (n=154). Trained interviewers conducted interviews and a questionnaire was completed by each participant. Socio‐demographic information and details of knowledge and consumption of functional foods were obtained. Data were analyzed using Stata.FindingsThe analysis of the data showed that only 33 per cent of the consumers were aware of the term “functional foods”. Interestingly, the proportion of the sample population that knew about foods with health promoting factors was over 95 per cent. The term “functional food” was unfamiliar to the sample population. Over 70 per cent of the consumers surveyed consumed such foods, unaware of the terminology.Originality/valueThis appears to be the first Greek study to examine consumer awareness and consumption of functional foods.