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Problem: What attitudes do young adults have towards Functional food?

Is there any relation between these attitudes and young adults behaviour towards Functional Food?

Purpose: The purpose of our thesis is to understand young adults attitudes towards Functional Food and also examine the relation between these attitudes and their behaviour towards Functional Food.

Method: The authors of this thesis have used a qualitative method for data collection, focus group interviews.  There were two focus groups interviews performed on high-school students at Alléskolan in Hallsberg. The interview questions and the analysis of the primary data have been based on the frame of reference.

Conclusion:

Our investigation shows similar results as previous studies about consumers attitudes towards Functional Food. Our respondents had mixed attitudes towards Functional Food. The consumers in general still have a sceptical attitude towards Functional Food. To gain an increased consumption of Functional Food in the Swedish market, the consumer must change their attitudes towards Functional Food. The manufacturers of Functional Food must improve their information about Functional Food products to the consumer and highlight the benefits of Functional Food.