Functional products have been recognized as the most potentially growing food market in Europe. These foods are promoted with health-related arguments, which emphasizes the need to understand how consumers perceive the healthiness in food products and what is the overall role of health in food choices. Informing consumers about the health benefits of probiotics is a challenging task, as it requires translating scientific knowledge into consumer language, which has different rules for reasoning. The activities of PROEUHEALTH cluster in informing consumers about the research on probiotics are described.
- human health