Tomorrow's Choices: A Comprehensive Study of Consumer Perspectives on Functional Foods

Consumers strive for an improved quality of life and longevity on a daily basis. Owing to shifts in consumer behavior, there is a consistent rise in the proportion of well-informed and mindful consumers. Functional foods, known for their health-preserving capabilities, are gaining increased prominence within the spectrum of food products. The functional food market, both in Turkey and globally, holds promise as an unexplored sector. Within this context, food companies are keen to ascertain whether their newly developed products align with consumer expectations and how consumers engage with these offerings. The study's objective is to assess consumer attitudes towards products positioned as integral to a healthy diet, particularly those endorsed as functional foods. Moreover, the aim is to derive indicators that can enhance strategic and tactical marketing decisions based on the study's findings. The primary focus of the research centers on the purchasing behaviors of Turkish consumers. Employing an inductive research design, hypotheses were tested using data collected from 391 Turkish consumers, that reside in Istanbul, through surveys. Istanbul was chosen as it is a metropolis and a small-scale example of Turkey. Analysis methods included descriptive and inferential statistics, explanatory factor analysis (PCA), and binary regression analysis. The results revealed a heightened interest in functional foods among women, families with children, and individuals with higher incomes. Furthermore, evolving lifestyles, increased incomes, and heightened consumer awareness contribute to a surge in demand for innovative food products. The revelations derived from these findings carry profound implications that extend their influence across various domains. Primarily, state institutions actively involved in formulating and implementing public health programs stand to be significantly impacted. The newfound insights provide an invaluable resource for refining and enhancing the efficacy of existing public health initiatives. By integrating this knowledge into their strategies, these institutions can tailor interventions more precisely, addressing specific concerns and promoting the overall well-being of the populace. Moreover, the implications also reverberate within the intricate realm of the food sector, involving a diverse range of stakeholders. For businesses within this industry, understanding and adapting to these findings can prove instrumental in shaping their practices. This may encompass adjustments in production processes, sourcing of ingredients, and the development of products that align with emerging health considerations. Proactive engagement with these insights not only enhances the societal impact of these food-related enterprises but also contributes to the broader narrative of responsible and health-conscious business practices.