Anna Michailidou

Functional foods are products that have clinically evidenced health benefits for consumers due to one or more of their ingredients. While research indicates that consumers are highly interested in these products and are often willing to pay premium prices to buy them, stories of market failure are frequent for the specific category. Hence, a critical question is what determines consumers’ willingness to purchase functional food products. A hypothesis confirmed by many studies is that health concerns are positively associated with purchasing intentions. Nevertheless, other factors may also positively or negatively affect consumers’ willingness to buy functional foods. Our work examines this contention by focusing on a novel functional food product: yogurt enriched with sea buckthorn. The product, which is developing in the framework of an ongoing project, is expected to combine the health benefits of yogurt with the medicinal properties of sea buckthorn.

Hippophae (sea buckthorn) is a plant valued for its berries in food manufacturing and medicinal properties. Despite growing research on its benefits, consumer perceptions of sea buckthorn-based products remain underexplored. This study examines Greek consumers’ attitudes toward cereal bars enriched with sea buckthorn, developed within a project focused on high-nutritional-value foods. Key factors include awareness, taste, safety, health benefits, trust, convenience, price, appearance, quality certification, environmental friendliness, and support for small-scale farmers. Results show moderate willingness to buy due to perceived health benefits and sustainability, but marketing should address sensory profile and trust to build a robust market.