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Research proposal

The Further of Functional Foods in China

Da You
10131841
Royal Agricultural College
The further of Functional Foods in China——What the attitude of Chinese customers to the functional foods?

Introduction and background :
Functional food is a food where a new ingredient(s) (or more of an existing ingredient) has been added to a food and the new product has an additional function (often one related to health-promotion or disease prevention).

The general category of functional foods includes processed food or foods fortified with health-promoting additives, like "vitamin-enriched" products. Products considered functional generally do not include products where fortification has been done to meet government regulations and the change is not recorded on the label as a significant addition ("invisible fortification"). An example of this type of fortification would be the historic addition of iodine to table salt, or Vitamin D to milk, done to resolve public health problems such as rickets. Fermented foods with live cultures are considered functional foods with probioticbenefits.

Functional foods are part of the continuum of products that individuals may consume to increase their health and/or contribute to reducing their disease burden.

"Functional Food is a Natural or processed food that contains known biologically-active compounds which when in defined quantitative and qualitative amounts provides a clinically proven and documented health benefit, and thus, an important source in the prevention, management and treatment of chronic diseases of the modern age". It was debated at the 9th International Conference on "Functional Foods and Chronic Diseases: Science and Practice" at the University of Nevada, Las Vegas on March 15-17, 2011.Functional Food Center has adopted a new definition of functional food . (Danik 2011)

Functional foods are an emerging field in food science due to their increasing popularity with health-conscious consumers and the ability of marketers to create new interest in existing products.

The Research Questions :

What the current situation of functional foods in China?

Why do most consumers who know functional foods will not or cannot buy functional foods in China?

How can he China National Functional Foods Industrial Corporation meet the challenge of the development in China when Chinese consumers lacked the awareness of the need for sustainability?

How the functional foods make effect on humans' body?

Will functional foods have a good further in China?

Research approach :

For this type of research project I have decided to undertake I consider the most appropriate approach is that of inductive research. Inductive research will allow me to make observations and measures to which I can make a hypothesis form and link to theory which has already been established. The basis of my research will be conducted under a position of qualitative research and I will conduct in-depth interviews to gather my data.

A Preliminary Literature Review :

Favorable Factors for functional foods

Currently, more and more people increase environmental protection consciousness, and pay more attention to health and nutrition food, which promote functional produces growth rapidly in consumer demand.

1. Increase people’s environmental protection consciousness, and pay more attention to health and nutrition food (XinMin and YongFu 2009).

2. The international market demand of constant growth (XinMin and YongFu 2009).

3. Providing opportunities of export after join WTO (XinMin and YongFu 2009).

4. Food safety incident (e.g. Sanlu milk powder incident) (XinMin and YongFu 2009).

5. Conduct vigorous propaganda by news and media (XinMin and YongFu 2009).

6. Sustained and fast growth of Chinese economy (XinMin and YongFu 2009).

7. Income levels increased and middle class rapidly growing (XinMin and YongFu 2009)...
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