Key Influences on the Adoption of new Health Products :The case of health enhancing Nutrition

This research investigates significant influential factors for the successful launch of new health-enhancing foods and nutrition products on the market. In spite of the ever growing body of a health-conscious attitude among consumers, health promoters and food manufacturers face major challenges in the commercialization of these products. Hence, this research conducts, as the main part of this thesis, a qualitative research among younger consumers in Southern Denmark (students, parents, and employees) which delivers valuable insights into the consumers’ dietary behavior and their attitude towards health-enhancing foods. The qualitative results are presented in a critical viewpoint based on consumers’ experience and are being compared with considerable aspects of a comprehensive literature review. Furthermore, a quantitative survey on a small scale (Southern Denmark and Copenhagen) underscores the argumentation in terms of managerial relevance to support health promoters and food producers in the development of smart marketing strategies for healthy nutrition products