Postawy młodych polskich konsumentów względem żywności funkcjonalnej
Attitudes and Preferences Toward Functional Foods among Young Polish Consumers

Summary/Abstract: Functional foods is a well-established food category in the advanced markets. However, only a few studies in this area were reported in Poland. In this study PAPI surveys were conducted in four Polish cities resulting in a sample of N=657 of adolescents and young consumers. The aim of the study was to gain an insight into awareness, perception, acceptance and purchase behaviour of young consumers of functional foods. Results suggest that functional foods are well-known in Polish market and have a segment of loyal customers among young consumers. Consumers appreciate the qualities of those foods, particularly its healthiness and high quality, moreover, they are willing to pay extra for this additional value. Sensory characteristics, still play a central role during a functional food choice. Three components of the overall attitude toward functional foods were identified: health orientation, preference for functional foods and preference for natural foods.

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