Health consciousness and prevention are now in the limelight of the media in Hungary. More and more consumers recognized the importance of healthy eating habits in prevention. In this paper we defined health- marketing and functional food then took a closer look at the functional food market,...

In Hungary, a growing number of consumers have recently recognized the importance of healthy eating habits in disease prevention. As health is one of the most important terminal values of Hungarian consumers, functional foods are likely to have a bright future and their market is expected to...