The "young" consumer perception of Functional Foods in Italy

T. Del Giudice, S. Nebbia, S. Pascucci

Research output: Contribution to journalArticleAcademicpeer-review

9 Citations (Scopus)


We analysed the role of acceptance of functional foods (FFs) focusing on the preferences expressed by three distinct groups of young Italian consumers. FFs represent an innovation both in terms of technology and marketing for Italian food companies, and the segment of young consumers would appear especially interested in them. Our results showed that a different cultural education, hence the degree of knowledge cumulated by young consumers, is a key element in the preference for, and perception of FFs. This implies the need to identify differentiated marketing strategies for firms seeking to reach this segment of FF demand in Italy.
Original languageEnglish
Pages (from-to)222-241
JournalJournal of Food Products Marketing
Issue number3
Publication statusPublished - 2012


  • Functional foods
  • Italy
  • young consumers


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