Market potential of lignans and omega-3 functional cookies

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Abstract
Purpose: Cookies were not generally viewed as functional contributors to well-being as they are primarily perceived as confectionery products. The purpose of this paper is to evaluate the potential of flaxseed-enriched cookies as carriers of lignans and omega-3 fatty acids – functional compounds that are lacking in the western diet. Design/methodology/approach: An online questionnaire collected data from Croatian consumers (n=1,035). The majority of the samples were women (73 per cent) in the age range 15-65 years (97 per cent). Most participants were employed, had a higher education degree, and lived in urban areas. Questions examined the consumption of cookies and flaxseed, interest for functional cookies, nutritional knowledge, and awareness. Findings: Majority of subjects consumed cookies (93 per cent), while 61 per cent did not eat flaxseed or ate it less than once a month. The consumers showed elevated interest for the functional cookies with flaxseed, among which elderly women with higher nutrition awareness, and nutrition knowledge were the most interested. Functional cookies with flaxseed could be used for delivery of lignans and omega-3 fatty acids in everyday diet, but in order to reach wider range of consumers producers might benefit from employing nutritional educational marketing campaigns. Originality/value: Data from the study decreased scarcity of information on consumer behaviour related to flaxseed consumption and on potential use of cookies as a functional food. Reported findings will be useful to dieticians, food industry, and food researchers in countries with a high prevalence of cookie consumption.

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