Functional attributes of many traditional foods are being discovered, such as antioxidants found in fresh fruits and vegetables, and tomato products that may reduce the risk of cancer. In addition, new food products are being developed with beneficial components, for example, cholesterol-lowering tablespreads and products with soy protein. While recent questions have been raised regarding certain foods containing herbal ingredients, these types of products are not typical of the foods found under the broad umbrella of functional foods. It is important to remember that the science is still evolving in this promising area of food and nutrition. Scientific substantiation of functional foods' benefits is vital to understanding the health promoting attributes of these foods, as well as to continuing to build consumer confidence and trust in this area.
Functional foods offer great potential for consumers to optimize their health through diet.
The findings have been used by IFIC and others to boost consumer understanding of functional foods by communicating accurate and timely information about this promising development in nutrition. In its most recent round of quantitative research, IFIC commissioned the Axiom Research Company to identify new and continuing trends in Americans' response to functional foods. Among other things, the results suggest that a learning curve still exists when it comes to making an association between specific foods and health concerns, although awareness of functional foods does appear to be growing. Also, there is evidence that people are incorporating more foods with functional benefits into their diets-a sign that positive messages about these foods are reaching consumers. Who Was Surveyed Over the last four years, IFIC has conducted both focus groups and national surveys concerning American consumers' attitudes toward functional foods.