Developing a Functional Food Product - Part 2

This document discusses considerations for developing a successful functional food product for the market. It begins by outlining upcoming trends in the industry, such as emerging economies and increasing health consciousness. Next, it identifies market drivers focused on consumers, like rising incomes and increasing awareness of health. Some key challenges in product development are ensuring healthy options are easy choices and delivering health, safety and quality. Five critical success factors for products are noticeability, superiority, compatibility, practicality and lack of complexity. The document provides a checklist for successful marketing that includes offering relevant benefits and differentiating through packaging. It emphasizes the importance of filtering promises from challenges in marketing.