ABSTRACT
In this chapter we examine the role of culture and value systems in influencing functional food consumption, which remains poorly understood in developing countries. In the rapidly expanding functional food marketplace, promotions of food products focus on perceived health benefits for specific consumer groups.
We examine the role of ethnicity and the dynamics of cultural and value changes in traditional and emerging economies, explore the various influences on functional food consumption in multicultural societies, and outline lessons for businesses that compete in traditional functional food markets.
