Functional food consumption by Portuguese university community: Knowledge, barriers and motivators

This study aims to understand the attitudes, behaviors, and perceptions concerning consumption of Functional Foods (FF) analyze modulating role some socio-demographic factors. Cross-sectional recruited a random stratified sample from universities. A web-based questionnaire was applied data were analyzed using SPSS FACTOR software. large percentage respondents consumes FF regularly, mainly in intermediate meals, despite their poor knowledge about FF. Taste, price, convenience, lack on how much consume, uncertainty prepare are barriers consumption. Consumers feel need eat it, believe its safety, have more confidence products than those who do not consume them. Benefits motivator for Bachelors women that daily/weekly basis; although age scientific area did impact frequency The findings help national multinational food companies identify target market segments where introducing or increasing existing most likely succeed. These provide consumers with appropriate relevant health claims, them make satisfactory choices; such as, clear information labelling, better online marketing strategies, promotional activities.