Consumer issues and expectations for functional foods.

Preliminary consumer data have indicated that about 50% of American adults, especially in the older age groups, not only have read or heard about natural substances in foods that may help prevent chronic diseases, but they also believe that these substances really do work. The readiness of the marketplace for disease-preventing products, such as those that could deliver enhanced levels of antioxidants, raises many marketing and regulatory issues, but also some consumer issues as well. The following discussion frames the consumer issues that are important for the scientific, regulatory, and business community to understand and address so that substances with disease-preventing capabilities reach those who will truly benefit the most.