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Consumers Want Functional Ingredients But Don’t Always Know How To Use Them

 
• By David Ridley

Speaking at Vitafoods Insights Virtual Expo Europe, FMCG Gurus points to the key role that consumer health and food supplement marketers can play in educating consumers about functional nutrition ingredients, especially in trending categories like cognitive health. 

dietary supplements in spoon on protein food background

Foods that offer health benefits beyond their nutritional value, including functional foods and and dietary supplements containing functional ingredients like vitamins, minerals and probiotics, have become increasingly popular in recent years.

Offering ways for consumers to prevent health conditions from arising and keep healthy for longer, global markets for such products have boomed during the pandemic.

Key Takeaway

Consumers are taking a greater interest in functional ingredients, and they are looking to incorporate them into their lifestyles and diets.

But at...

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