Functional food : Product Development, Marketing and Consumer Acceptance

Appetite 51 (2008) 456–467
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Appetite
j o u r n a l h o m e p a g e : w w w . e l s e v i e r . c o m / l o c a t e / a p p e t
Research review
Functional food. Product development, marketing and consumer
acceptance—A review
Istva´n Siro´ a,*, Emese Ka´polna b, Bea´ta Ka´polna c, Andrea Lugasi d
a Department of Food Preservation, Faculty of Food Science, Corvinus University of Budapest, Me´nesi u´t 45, 1118 Budapest, Hungary
b Department of Applied Chemistry, Faculty of Food Science, Corvinus University of Budapest, Villa´nyi u´t 29-33, 1118 Budapest, Hungary
c Postharvest Department, Faculty of Food Science, Corvinus University of Budapest, Me´nesi u´t 45, 1118 Budapest, Hungary
d National Institute of Food Safety and Nutrition, Gya´li u´t 3/a, 1097 Budapest, Hungary
A R T I C L E I N F O
A B S T R A C T
Article history:
It was mainly the advances in understanding the relationship between nutrition and health that resulted
Received 2 March 2008
in the development of the concept of functional foods, which means a practical and new approach to
Received in revised form 21 May 2008
achieve optimal health status by promoting the state of well-being and possibly reducing the risk of
Accepted 27 May 2008
disease.
Functional foods are found virtually in all food categories, however products are not homogeneously
Keywords:
scattered over all segments of the growing market. The development and commerce of these products is
Functional food
rather complex, expensive and risky, as special requirements should be answered. Besides potential
Market
technological obstacles, legislative aspects, as well as consumer demands need to be taken into
Product development
Consumer acceptance
consideration when developing functional food. In particular, consumer acceptance has been recognized
Probiotics
as a key factor to successfully negotiate market opportunities.
Prebiotics
This paper offers a brief overview of the current functional food market situation in USA, Japan and
some European countries completed with some comments on functional food future potential. It explores
the main challenges of such product development focusing on the different factors determining the
acceptance of functional food. Furthermore it discusses some prominent types of these food products
currently on the market.
ß 2008 Elsevier Ltd. All rights reserved.
Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
457
De?nition of functional food . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
457
The market of functional foods. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
457
Main type of suppliers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
458
Some examples of functional food products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
459
Probiotics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
459
Prebiotics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
460
Functional drinks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
460
Functional cereals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
460
Bakery products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
461
Spreads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
461
Functional meat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
461
Functional eggs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
461
* Corresponding author.
E-mail address: istvan.siro@uni-corvinus.hu (I. Siro´).
0195-6663/$ – see front matter ß 2008 Elsevier Ltd. All rights reserved.
doi:10.1016/j.appet.2008.05.060

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457
Development and marketing of functional food—some considerations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
461
Consumer acceptance of functional foods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
463
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
465
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
465
Introduction
already been de?ned several times (Roberfroid, 2002), so far there
is no unitary accepted de?nition for this group of food (Alzamora
In the last decades consumer demands in the ?eld of food
et al., 2005). In most countries there is no legislative de?nition of
production has changed considerably. Consumers more and more
the term and drawing a border line between conventional and
believe that foods contribute directly to their health (Mollet &
functional foods is challenging even for nutrition and food experts
Rowland, 2002; Young, 2000). Today foods are not intended to only
(Mark-Herbert, 2004; Niva, 2007). To date, a number of national
satisfy hunger and to provide necessary nutrients for humans but
authorities, academic bodies and the industry have proposed
also to prevent nutrition-related diseases and improve physical
de?nitions for functional foods. These ranges from the very simple
and mental well-being of the consumers (Menrad, 2003; Rober-
to the more complex; ‘‘Foods that may provide health bene?ts
froid, 2000b). In this regard, functional foods play an outstanding
beyond basic nutrition’’ and ‘‘Food similar in appearance to
role. The increasing demand on such foods can be explained by the
conventional food that is intended to be consumed as part of a
increasing cost of healthcare, the steady increase in life expectancy,
normal diet, but has been modi?ed to subserve physiological roles
and the desire of older people for improved quality of their later
beyond the provision of simple nutrient requirements’’ are good
years (Kotilainen, Rajalahti, Ragasa, & Pehu, 2006; Roberfroid,
examples for the two approaches (Bech-Larsen & Grunert, 2003).
2000a, 2000b).
The European Commission’s Concerted Action on Functional
The term ‘‘functional food’’ itself was ?rst used in Japan, in the
Food Science in Europe (FuFoSE), coordinated by International Life
1980s, for food products forti?ed with special constituents that
Science Institute (ILSI) Europe de?ned functional food as follows:
possess advantageous physiological effects (Hardy, 2000; Kwak &
‘‘a food product can only be considered functional if together with
Jukes, 2001a; Stanton, Ross, Fitzgerald, & Van Sinderen, 2005).
the basic nutritional impact it has bene?cial effects on one or more
Functional foods may improve the general conditions of the body
functions of the human organism thus either improving the
(e.g. pre- and probiotics), decrease the risk of some diseases (e.g.
general and physical conditions or/and decreasing the risk of the
cholesterol-lowering products), and could even be used for curing
evolution of diseases. The amount of intake and form of the
some illnesses. It was recognized that there is a demand for these
functional food should be as it is normally expected for dietary
products as different demographical studies revealed that the
purposes. Therefore, it could not be in the form of pill or capsule
medical service of the aging population is rather expensive (Mark-
just as normal food form’’ (Diplock et al., 1999). On the contrary to
Herbert, 2004; Menrad, 2003; Side, 2006).
this latter statement, since 2001 FOSHU products in Japan can also
The concept of functional food was ?rst promoted in 1984 by
take the form of capsules and tablets, although a great majority of
Japanese scientists who studied the relationships between
products are still in more conventional forms (Ohama, Ikeda, &
nutrition, sensory satisfaction, forti?cation and modulation of
Moriyama, 2006).
physiological systems. In 1991, the Ministry of Health introduced
European legislation however, does not consider functional
rules for approval of a speci?c health-related food category called
foods as speci?c food categories, but rather a concept (Coppens,
FOSHU (FOod for Speci?ed Health Uses) which included the
Fernandes Da Silva, & Pettman, 2006; Stanton et al., 2005).
establishment of speci?c health claims for this type of food
Therefore, the rules to be applied are numerous and depend on the
(Burdock, Carabin, & Grif?ths, 2006; Kwak & Jukes, 2001a; Menrad,
nature of the foodstuff. The General Food Law Regulation is
2003; Roberfroid, 2000b).
applicable to all foods. In addition, legislation on dietetic food,
There is no doubt that the Japanese interest in functional foods
genetically modi?ed organism (GMO), food supplements or on
has also brought awareness for the need of such products in places
novel foods may also be applicable to functional foods depending
like Europe and the United States. Experts in these countries
on the nature of the product and on their use. In the EU, rather than
realized that besides being able to lower the cost of healthcare of
regulating the product group per se, legislative efforts currently
the aging population, functional food might also give a commercial
being developed are directed towards restricting the use of health
potential for the food industry. Eastern and Western cultures
claims on packages and in marketing (EC, 2006; Niva, 2007).
however, diverge considerably with regard to the nature of
According to the EU regulation on nutrition and health claims
functional foods. In Japan, for example, traditional functional food
made on foods (EC No. 1924/2006), a list of authorised claims has
tends to be regarded as a distinct class of product, which means
to be published for all member states, and nutrient pro?les also has
that after approval a ‘‘FOSHU’’ symbol can be displayed on the food
to be established for foods containing health claims. Health claims
label. In the case of such products (often referred as ?rst generation
can be ‘‘function claims’’ and ‘‘reduction of disease risk claims’’.
functional foods), function is superior compared to taste. In Europe
Detailed aspects of relevant legislation is thoroughly discussed for
and USA, the question is more about a concept—functional food
example by Coppens et al. (2006), Asp (2007) and Mathioudakis
means adding functionality to an existing traditional food product
(2007). Kwak and Jukes (2001a, 2001b) examined the regulatory
(often a mainstream product), and such food products do not
concept of functional food in several countries including Japan,
create a separate group (Fern, 2007; Hilliam, 1998; Kotilainen
Korea, UK, USA and Australia. Legislations in other countries, for
et al., 2006).
example in China (La¨hteenma¨ki-Uutela, 2007) or in USA (Bagchi,
2006) are also discussed elsewhere.
De?nition of functional food
The market of functional foods
Typically, a food marketed as functional contains added,
technologically developed ingredients with a speci?c health
As it has already been mentioned, it is not clearly de?ned which
bene?t (Niva, 2007). Although the term ‘‘functional food’’ has
foods are considered as functional. Therefore, it is rather dif?cult to

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I. Siro´ et al. / Appetite 51 (2008) 456–467
estimate the market of these products and depending on whether a
Main type of suppliers
broader or a more speci?c de?nition is applied various data might
come out (Kotilainen et al., 2006). Based on a de?nition of
In general the total cost of developing a conventional new food
functional food by which ingredients with an additional health-
product is estimated to be up by 1 or 2 million US$, while the
value have been added to foods (and this is announced to the
development and marketing costs of functional food products may
consumers), the global market of functional food is estimated to at
exceed this level by far. In addition to resources and know-how in
least 33 billion1 US$ (Hilliam, 2000b). Other experts like Sloan
nutritional and food technology research, the proof of ef?cacy of
(2000, 2002) has reckoned the global functional food market to be
functional food products requires knowledge in the medical ?eld
47.6 billion US$, being the United States the largest market
as well. To ful?ll the strict requirements of scienti?c veri?cation of
segment, followed by Europe and Japan. Some estimations report
the ef?cacy of functional food, statistically validated data from
even more global market value (nearly 61 billion US$) (Benkouider,
different model systems, from retrospective and prospective
2004). The three dominant markets contribute over 90% of the total
epidemiological studies, as well as from intervention studies on
sales (Benkouider, 2005b).
humans need to be presented (Menrad, 2003).
The most important and dynamic market represents the USA
Arising directly from the above is that different types of
with an estimated market share of more than 50%. In total,
companies do not bat for the market of functional foods with even
functional food have a market share of around 2–3% in the US food
chances. The balance of advantage lies with the multinational food
market (Menrad, 2003), and this percentage is expected to be
companies as they usually own several established and well-
doubled by 2008 (Benkouider, 2004). This growth can be explained
known brands, furthermore they have the resources necessary for
by the fact, that the legislative framework was, and still is more
product development and marketing of functional food (Menrad,
favourable than in Europe (Hilliam, 1998; Side, 2006). According to
2003).
Datamonitor predictions, the US market is likely to reach 25 billion
It should be mentioned that not only food manufacturers, but
US$ by the year of 2009 (Side, 2006).
also the pharmaceutical industry has become interested in this
It is not surprising that in Japan, regarded as the birthplace of
?eld. In consequence of this has led to the so-called grey area
functional food, the market of these products is signi?cant
which describes the overlapping of the interests of food and
(Hilliam, 2000b). In total, more than 1700 functional food products
pharmaceutical industries (Farr, 1997; Kotilainen et al., 2006;
have been launched in Japan between 1988 and 1998 with an
Mark-Herbert, 2004). This latter is represented by several
estimated turnover of around 14 billion US$ in 1999 (Menrad,
companies such as Novartis Consumer Health, Glaxo SmithKline,
2003). The market was estimated to be 5 billion US$ in 2003 (Side,
Johnson & Johnson or Abbott Laboratories. One important
2006) and 5.73 billion US$ in 2006, while more than 500 products
motivation for such companies to invest in functional food is
were labelled as FOSHU in 2005 (Fern, 2007; Side, 2006).
the shorter development times and lower product development
The European market for functional foods was estimated to be
costs compared to pharmaceutical products. In addition, these
between 4 and 8 billion US$ in 2003 depending which foods are
companies have intensive experience in organizing clinical trials to
regarded as functional (Menrad, 2003). This value has increased to
substantiate health claims of a speci?c product. Against the above-
around 15 billion US$ by 2006 (Kotilainen et al., 2006). The current
mentioned, pharmaceutical companies generally failed to gain
market share of functional food is still below 1% of the total food
foothold in the functional foods market due to the incompetence of
and drink market. Germany, France, the United Kingdom and the
developing and marketing a high-quality food product (Bech-
Netherlands represent the most important countries within the
Larsen & Scholderer, 2007).
functional food market in Europe (Ma¨kinen-Aakula, 2006).
In particular, Novartis Consumer Health has launched a series of
According to the latest research from Euromonitor International,
functional food products including biscuits, cereal, cereal bars and
the Dutch market for forti?ed and functional foods surpassed the
beverages in different European countries under the brand
384.27 million US$ in 2004, making the Netherlands the sixth
‘‘AVIVA’’ in 1999. However, due to lower sales than expected,
largest market of functional food products in Europe (Benkouider,
Novartis withdrew the AVIVA products from most markets after 1
2005a). Euromonitor predicted that value sales for functional foods
year (Menrad, 2003; Side, 2006).
will rise moderately from 2005 to 2009 in the newly emerging
A third group of functional food producers are companies
markets of Hungary, Poland and Russia (Benkouider, 2005b).
specialized in a particular product category, which mostly belong
Although these markets are still undeveloped, numerous new
to the market leaders on a national level, for example Molkerei
products have been introduced in the last few years. Furthermore,
Alois Mu¨ller (‘‘ProCult’’ dairy products), Eckes (ACE drinks) or
the demand for functional foods is high in these countries,
Becker Fruchtsafte (ACE fruit juice) in Germany.
especially among the higher income population. The value of
There is a limited number of small and medium-sized food
Russian functional food market, for example, was estimated at 75
companies (SMEs) active in the functional food market as well.
million US$ in 2004, and an annual growth of 20% is expected
These companies mostly produce functional products for market
(Kotilainen et al., 2006). Functional food market in 2006
niches or offer ‘‘me-too’’ products following the pioneering
represented approximately 17% of the total food market in Spain;
products of the multinational companies. Often these products
moreover the predicted value for 2020 is around 40%. More than
can ‘‘survive’’ only for a rather short time period (e.g. up to 2 years).
50% growth was reported between 2000 and 2005 (Mona´r, 2007).
In general, SMEs lack the know-how and resources for own
It should be emphasized however, that the European market is
intensive R&D activities and cannot afford to spend high sums in
heterogeneous, and there are large regional differences in use and
speci?c information or advertising activities necessary to open a
acceptance of functional foods; in general, the interest of
speci?c segment of the functional food market as pioneering
consumers in functional food in the Central and Northern
company (Menrad, 2003).
European countries is higher than in Mediterranean countries,
Food retail companies are increasingly starting to introduce
where consumers have appreciated natural, fresh foods and
private label brands especially in the relatively ‘‘mature’’ markets
consider them better for health (Menrad, 2003; Van Trijp, 2007).
of functional dairy products. In Germany, for example, this relates
in particular to food discounters like Aldi, Lidl and Penny, which
have launched pro- and prebiotic dairy products in recent years
1 Here and later billion refers to 1012.
(Menrad, 2003).

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459
Table 1
Prominent types of functional food (Kotilainen et al., 2006; Spence, 2006)
Type of functional food
De?nition
Example
Forti?ed product
A food forti?ed with additional nutrients
Fruit juices forti?ed with vitamin C
Enriched products
A food with added new nutrients or components
Margarine with plant sterol ester, probiotics, prebiotics
not normally found in a particular food
Altered products
A food from which a deleterious component has
Fibers as fat releasers in meat or ice cream products
been removed, reduced or replaced with another
substance with bene?cial effects
Enhanced commodities
A food in which one of the components has been
Eggs with increased omega-3 content achieved by
naturally enhanced through special growing
altered chicken feed
conditions, new feed composition, genetic
manipulation, or otherwise
Some examples of functional food products
These products have been mainly launched in the dairy-,
confectionery-, soft-drinks-, bakery- and baby-food market
Most early developments of functional foods were those of
(Kotilainen et al., 2006; Menrad, 2003). The most prominent types
forti?ed with vitamins and/or minerals such as vitamin C, vitamin
of functional products are presented brie?y in the followings.
E, folic acid, zinc, iron, and calcium (Sloan, 2000). Subsequently, the
focus shifted to foods forti?ed with various micronutrients such as
Probiotics
omega-3 fatty acid, phytosterol, and soluble ?ber to promote good
health or to prevent diseases such as cancers (Sloan, 2002). More
Recently, both in Japan and Europe the market of functional
recently, food companies have taken further steps to develop food
food is dominated by gut health products, in particular probiotics
products that offer multiple health bene?ts in a single food (Sloan,
(Alzamora et al., 2005; Jones & Jew, 2007; Saarela, La¨hteenma¨ki,
2004).
Crittenden, Salminen, & Mattila-Sandholm, 2002) with 379
Functional foods have been developed in virtually all food
product launches worldwide in 2005 (Ouwehand, 2007). Probiotics
categories. From a product point of view, the functional property
are de?ned as ‘‘live microorganisms, as they are consumed in
can be included in numerous different ways as it can be seen in
adequate numbers confer a health bene?t on the host’’, with
Table 1. It should be emphasized however, that this is just one of
ongoing controversy as to whether cultures must be viable for
the possible classi?cations. According to alternative classi?cation
ef?cacy in all cases (Charalampopoulos, Pandiella, & Webb, 2003;
some functional products are (1) ‘‘add good to your life’’, e.g.
Charalampopoulos, Wang, Pandiella, & Webb, 2002; Stanton et al.,
improve the regular stomach and colon functions (pre- and
2005). Lactic acid bacteria (LAB) and bi?dobacteria, the most
probiotics) or ‘‘improve children’s life’’ by supporting their
studied and widely employed bacteria within the probiotic ?eld,
learning capability and behaviour. It is dif?cult, however to ?nd
are normal components of the intestinal microbiota and have a
good biomarkers for cognitive, behavioural and psychological
long tradition of safe application within the food industry
functions. Other group (2) of functional food is designed for
(Kociubinski & Salminen, 2006).
reducing an existing health risk problem such as high cholesterol
Among probiotics dairy products are the key product sector
or high blood pressure. A third group (3) consists of those products,
accounted for sales of around 1.35 billion US$ in 1999 (Hilliam,
which ‘‘makes your life easier’’ (e.g. lactose-free, gluten-free
2000b; Ouwehand, 2007) and about 56% of functional foods’ total
products) (Ma¨kinen-Aakula, 2006).
31.1 billion US$ global sales in 2004 (Benkouider, 2005b). The main
Functional food products are not homogeneously scattered over
markets of dairy probiotics are Scandinavia, the Netherlands,
all segments of the food and drink market and consumer health
Switzerland, Croatia, Estonia, while Greece, France and Spain can
concerns and product preferences may vary between markets.
be considered as developing markets (Ma¨kinen-Aakula, 2006).
Table 2
Some commercial examples of probiotic products
Brand/trade name
Description
Producer
Actimel
Probiotic drinking yogurt with L. casei Imunitass1 cultures
Danone, France
Activia
Creamy yogurt containing Bi?dus ActiRegularis1,
Danone, France
Ge?lus
A wide range of LGG products
Valio, Finnland
Hellus
Dairy products containing Lactobacillus fermentum ME-3
Tallinna Piimato¨o¨stuse AS, Estonia
Jovita Probiotisch
Blend of cereals, fruit and probiotic yogurt
H&J Bruggen, Germany
Pohadka
Yogurt milk with probiotic cultures
Valas?ske´ Mezir??´c??´ Dairy, Czech Republic
ProViva
Refreshing natural fruit drink and yogurt in many different
Ska?ne mejerier, Sweden
?avours containing Lactobacillus plantarum
Rela
Yogurts, cultured milks and juices with L. reuteri
Ingman Foods, Finland
Revital Active
Yogurt and drink yogurt with probiotics
Olma, Czech Republic
Snack Fibra
Snacks and bars with natural ?bers and extra minerals
Celigu¨eta, Spain
and vitamins
SOYosa
Range of products based on soy and oats and includes
Bioferme, Finland
a refreshing drink and a probiotic yogurt-like soy–oat product
Soytreat
Ke?r type product with six probiotics
Lifeway, USA
Yakult
Milk drink containing Lactobacillus casei Shirota
Yakult, Japan
Yosa
Yogurt-like oat product ?avoured with natural fruits
Bioferme, Finland
and berries containing probiotic bacteria (Lactobacillus
acidophilus, Bi?dobacterium lactis)
Vitality
Yogurt with pre- and probiotics and omega-3
Mu¨ller, Germany
Vi?t
Drink yogurts with LGG, vitamins and minerals
Campina, the Netherlands

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I. Siro´ et al. / Appetite 51 (2008) 456–467
Germany, France, the United Kingdom and the Netherlands
of blood glucose, and reduce the levels of cholesterol and serum
account for around two thirds of all sales of functional dairy
lipids (Lo´pez-Molina et al., 2005). Prebiotics might enhance the
products in Europe (Hilliam, 2000b). Such products have shown an
growth and survival of the probiotic cultures by in?uencing the
impressive growth during recent years, bringing the market
growth and metabolites of both the probiotic and the starter. Due
volume in Germany from around 5 million US$ in 1995 to 419
to the potential synergy between probiotics and prebiotics, foods
million US$ in 2000, of which 301 million US$ account for pro-, pre-
containing a combination of these ingredients are often referred to
biotic and other functional yogurts and around 118 million US$ for
as synbiotics (Gibson & Roberfroid, 1995).
functional dairy drinks (Menrad, 2003). In Central-Eastern Europe,
e.g. in Czech Republic, Hungary or Romania the probiotics market
Functional drinks
is dominated by international companies such as Unilever or
Danone and the majority of the national producers are only able to
Another important product category within the functional food
adopt technologies and product ingredients developed in other
segment is non-alcoholic beverages forti?ed with vitamins A, C and
countries (Banyko´, 2007). There is however an extensive research
E or other functional ingredients. Although, there is a relatively
and development activity concerning probiotics resulted in a great
high number of a product available in this segment, the market is
number of special new dairy products (e.g. Synbio?r drinking ke?r,
still small and fragmented in most European countries. Germany is
Synbioghurt drinking yoghurt, HunCult fermented drink, Milli
the only country in Europe with a sizeable functional drink market,
Premium sour cream, Aktivit quark dessert, New Party butter
mainly due to the success of ACE drinks in this country. In 1999
cream, Probios cheese cream) (Szaka´ly, 2007).
these beverages reached a market volume of 89 million US$ up
This success of dairy probiotics can partly be explained by their
from sales of around 15 million US$ in 1996 (Hilliam, 2000a). In
general positive image among consumers (Ma¨kinen-Aakula, 2006;
2000 more than 117 million l of vitaminized non-alcoholic
Szaka´ly, Szigeti, Ma´the´, & Szente, 2007), however several other
beverages were consumed in Germany, which equals to around
factors support the development: the products kept at cold (4 8C/
1% of the total consumption of these beverages (Menrad, 2003).
8 8C), they have relatively short shelf life (28–35 days), all nutrients
Other types of functional drinks are those of cholesterol-
for probiotics growth available and guidelines as well as
lowering drinks (with combination of omega-3 and soy), ‘‘eye
regulations for dairy applications are readily available. On the
health’’ drinks (with lutein) or ‘‘bone health’’ drinks (with calcium
contrary the sensitivity of probiotics to physical and chemical
and inulin) (Keller, 2006). In Estonia, for example forti?ed juices
stress, heat and acidity makes the product development challen-
are produced under the trade name of Largo containing inulin, L-
ging for other type of food products (Mattila-Sandholm et al.,
carnitine, vitamins, calcium and magnesium as functional ingre-
2002). Recently, encapsulation was assessed as possible technol-
dients (Tammsaar, 2007). The European functional drink market
ogy for decreasing sensitivity of such probiotics (Clair, 2007;
was estimated to be around 7% of the total soft drink market in
Mattila-Sandholm et al., 2002).
2004, with a further increase to 8% in 2005. According to the
Fruit juice has also been suggested as a novel, appropriate
predictions the consumption will reach 5.1 billion l by the year of
medium for forti?cation with probiotic cultures because it is
2009, which corresponds to 23% increase compared to that of 2005
already positioned as a healthy food product, and it is consumed
(Keller, 2006).
frequently and loyally by a large percentage of the consumer
population (Tuorila & Cardello, 2002). However, research has
Functional cereals
shown that for example, perceptible off-?avours (e.g. dairy,
medicinal, savoury) are associated with probiotic orange juices
Cereals, in particular oat and barley, offer another alternative
(Luckow & Delahunty, 2004; Luckow, Sheehan, Delahunty, &
for the production of functional foods. The multiple bene?cial
Fitzgerald, 2005; Luckow, Sheehan, Fitzgerald, & Delahunty, 2006),
effects of cereals can be exploited in different ways leading to the
which might be a limitation of the market success. Some
design of novel cereal foods or cereal ingredients that can target
commercial examples of probiotics are listed in Table 2.
speci?c populations. Cereals can be used as fermentable substrates
for the growth of probiotic microorganisms. Additionally, cereals
Prebiotics
can be applied as sources of non-digestible carbohydrates that
besides promoting several bene?cial physiological effects can also
Prebiotics are non-digestible food ingredients that bene?cially
selectively stimulate the growth of lactobacilli and bi?dobacteria
affect the host by stimulating the growth and/or activity of one or a
present in the colon and act as prebiotics. Cereals contain water-
limited number of bacteria in the colon, thus improving host health
soluble ?ber, such as beta-glucan and arabinoxylan, oligosacchar-
(Charalampopoulos et al., 2003; Stanton et al., 2005). The world
ides, such as galacto- and fructo-oligosaccharides and resistant
demand for prebiotics is estimated to be around 167,000 tons and
starch, which have been suggested to ful?ll the prebiotic concept.
390 million Euro. Among them fructo-oligosaccharide (FOS),
Finally, cereal constituents, such as starch, can be used as
inulin, isomalto-oligosaccharides (IMO), polydextrose, lactulose
encapsulation materials for probiotics in order to improve their
and resistant starch are considered as the main prebiotic
stability during storage and enhance their viability during their
components. Primarily oligosaccharides, such as soy oligosacchar-
passage through the adverse conditions of the gastrointestinal
ides (SOS), galacto-oligosaccharides (GOS) and xylo-oligosacchar-
tract (Brennan & Cleary, 2005; Charalampopoulos et al., 2002).
ides (XOS) are also marketed in Japan (Ouwehand, 2007).
Some functional cereal components such as beta-glucan,
Oligosaccharides play important role in obesity control through
however, applied also in the dairy and bakery industries. Recent
resulting increased satiety and reduced hunger (Bosscher, 2007;
research has focused on the use of beta-glucans, in the
Bosscher, Van Loo, & Franck, 2006; Cani, Neyrinck, Maton, &
manufacture of low-fat ice creams and yogurts. Incorporation of
Delzenne, 2005). Inulin and oligofructose, non-digestible fermen-
beta-glucans with other soluble dietary ?ber, into low-fat dairy
table fructans, are amongst the most studied and well established
products can make their mouthfeel, scoopability and sensory
prebiotics (Gibson, 2004). Besides being prebiotics, these com-
properties resemble those of full-fat products (Brennan & Cleary,
pounds have shown to increase calcium absorption, thus improve
2005). Other EU research project was performed recently in order
both bone mineral content and bone mineral density (BMD)
to design different foods with improved functionality and superior
(Bosscher et al., 2006). Furthermore, they in?uence the formation
health effects using cereal beta-glucans (Poutanen, 2006).

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I. Siro´ et al. / Appetite 51 (2008) 456–467
461
Bakery products
antioxidants and other vitamins has recently been used to produce
VITA Eggs by Freshlay Foods (Devon, UK). They state that their eggs
While functional foods are rapidly increasing in popularity in
were enriched with omega-3 fatty acids, Se, vitamins D, E, B12 and
such sectors as dairy products or confectionery, in bakery it is still
folic acid. Eggs enriched in omega-3 and vitamin E produced by
relatively underdeveloped. For example, in Germany about 20–21%
Belovo under the trade name of Columbus ?rst appeared in
of the new functional food products launched in 2001 were dairy
Belgium in 1997, and since then they have been sold in the UK
and confectionary product and only about 13% were from the
(from 1998), The Netherlands (from 1999), India, Japan and South
bakery industry (Menrad, 2003). This difference was found to be
Africa (from 2000). Currently, production of Columbus egg exceeds
even higher in Spain in 2006, where about 45% of the launched
50 millions/year in Europe. Similar eggs are produced by Pilgrim’s
functional food products were dairy food compared to about 13% of
Pride Company, Gold Circle Farms and OmegaTech in the USA
the functional bakery product (Mona´r, 2007). Bakery products
(Surai & Sparks, 2001).
however provide ideal matrix by which functionality can be
delivered to the consumer in an acceptable food. In late 2003,
Development and marketing of functional food—some
Unilever innovated the bakery sector by introducing a white bread
considerations
call