Consumer Choices in the Functional Food Market: A Review of Determinants of Purchasing Behavior

Summary

This narrative review synthesises international empirical research (2004–2025) on consumer decision-making in the functional food market, identifying four interdependent groups of determinants. The authors conclude that functional food purchasing is inherently multidimensional, driven by both rational health-cognition factors and emotional-symbolic responses, with perceived health benefits, producer trust, sensory appeal, and naturalness perception emerging as the strongest predictors of acceptance. The review emphasises the need for cross-cultural research to understand how economic and cultural contexts shape consumer choices across different markets.

Regional applicability

Whilst the review is international in scope, findings on consumer psychology, trust, and health perceptions are broadly applicable to United Kingdom food markets. However, the authors highlight that cultural and economic conditions significantly shape consumer decisions, so UK-specific research would be needed to validate the relative importance of these determinants in the British context and to inform local food policy and product marketing strategies.

Key measures

Consumer attitudes, motivations, purchasing intentions and behaviours; perceived health benefits; trust in producers and information sources; sensory attractiveness; product naturalness perception; socio-demographic characteristics (age, education level, income)

Outcomes reported

The study identified and systematised four key groups of determinants influencing consumer purchasing decisions in the functional food market: health- and trust-related factors, cognitive and psychological factors, perceptual and product-related factors, and socio-demographic factors. The review confirmed that functional food purchasing decisions result from interactions between rational and emotional-symbolic factors.

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