FUNCTIONAL FOODS–NEW PERSPECTIVES

Abstract

ABSTRACT The Functional Foods Division Symposium of the Canadian Institute of Food Science and Technology held a sector-wide conference in June 2001 to examine marketplace dynamics in two important export markets, the USA and the EU, and, recent developments in the Canadian functional food regulatory regime. without adequate support of marketing elements such as merchandising, distribution and consumer ease of use. Moreover, a dynamic and rapidly growing functional food marketplace exists in the EU, despite suppressive regulatory regimes in many member countries and a number of controlling forces such as inadequate communication strategies and inappropriate pricing. The symposium's conclusion is that excellent marketing, coupled with well planned business development research such as consumer behaviour and attitude studies and well-executed clinical trials, will fare better for a new functional food than a favourable regulatory regime alone.