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

A volume in the <i>Consumer Science and Strategic Marketing Series, Case Studies on the Business of Nutraceuticals</i> 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.<br><br>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.<br><br>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.<br><br><i>Case Studies on the Business of Nutraceuticals</i> 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.<br><br>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.