Case Studies on the Business of Nutraceuticals, Functional and Super Foods

Illustrates how to turn consumers’ insights into a strategy for marketing nutraceuticals by adopting, among the others, a consumer science approach according to emerging trends and competitive scenarios

Cristina Santini (Edited by), Stefania Supino (Edited by), Lucia Irene Bailetti (Edited by)

9780128214084, Elsevier Science

Paperback, published 21 September 2022

220 pages
22.9 x 15.2 x 1.5 cm, 0.45 kg

A volume in the Consumer Science and Strategic Marketing Series, Case Studies on the Business of Nutraceuticals considers nutraceuticals from a strategic marketing perspective, exploring consumer needs and trends as a pathway to defining novel opportunities in developing and marketing these products.

In addition to highlighting the importance of consumer needs in shaping a market strategy for nutraceuticals, this book also defines emerging trends and explores recent developments in the nutraceutical industry.

Containing 11 chapters, this book, explores the competitive landscape of the global and European nutraceutical market, focusing on key market drivers, consumer and product trends, and marketing and technological challenges.

Case Studies on the Business of Nutraceuticals outlines the processes that lead to the introduction of new products and the entrance of new competitors in the market and highlights how a market strategy that’s focused on consumers’ needs can contribute to a company’s strategy.

The case studies and examples contained in this book demonstrate how companies can employ consumer science strategies to revise existing or develop new products and are sure to be a welcomed resource by new product developers, policy makers, food scientists, academicians, and students studying related fields.

Section 1 The scenario
1. Nutraceuticals, a focus on products
2. Nutrition and humans
3. Consumers and Nutraceuticals
4. Market and trends

Section 2 Strategy
5. Niches
6. Mature products rejuvenation
7. Ethical issues and sustainability
8. The importance of packaging, labelling (and communication)
9. New product development
10. Conclusions

Subject Areas: Fitness & diet [VFM], Food & beverage technology [TDCT]