In the last few decades but mainly in last year there was an increasing interest in the population about the relationship between nutrition and health. Several factors are driving this change on behaviour,
- An aging population is driving the demand for nutritional and functional food ingredients,
- Increasing health awareness is driving the demand for nutritional and functional food,
- A prevalence of diseases in younger generations has emphasized the need for nutritional and functional food ingredients,
- Consumers are looking for fortified products that complement their lifestyles by helping them increase both mental alertness and physical endurance,
It is remarkable that these changes can be seen both in developed and
One of the dimensions customer looks for is the relationship price/efficacy.
When customers purchase a dietary supplement or a functional food they are looking for the highest efficacy at the lowest price. On the other hand natural ingredients and high technology products also play an important role in the customer decision-making process. Another thing worth to mention is the relatively poor bioavailability of major nutraceutical consumed on the world, i.e. vitamins, amino-acids, herbal extracts and omega 3 fatty acids.