A newly published review in Foods has provided a timely and comprehensive analysis of the factors shaping consumer behaviour in the fast-growing functional food market, offering valuable insights for nutraceutical companies operating across Europe and globally.
Drawing on 77 studies published between 2004 and 2025, the authors identified four core groups of determinants that influence purchasing decisions: health and trust-related factors, cognitive and psychological drivers, product and perceptual attributes and socio-demographic characteristics.
Together, these dimensions highlight the complexity of consumer decision-making in a category that sits at the intersection of food, health and lifestyle.
Health benefits and trust remain central
The review confirms the notion that perceived health benefits are the strongest driver of functional food adoption.
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