Functional Food Marketing in Hungary

Istvan Piskoti and Szabolcs Nagy

No 162, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: Health consciousness and prevention are now in the limelight of the media in Hungary. More and more consumers recognized the importance of healthy eating habits in prevention. In this paper we defined health- marketing and functional food then took a closer look at the functional food market, consumption of functional foods, product trends and the main marketing approaches. This paper contains our empirical research findings on functional food consumption in Hungary. In this paper both non-profit and profit oriented organizations will find valuable pieces of information on market segmentation of, the main target groups and the most successful positioning strategies in the functional food market in Hungary. We believe our paper shall contribute to increasing the level of health-consciousness of the Hungarian consumers, and thereby improving the quality of life.

Keywords: Health marketing; functional foods; life marketing approach; death marketing approach; target groups; positioning strategy; market segmentation (search for similar items in EconPapers)
Date: 2010-07-05
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Citations: View citations in EconPapers (1)

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