IS FUNCTIONAL FOOD BENEFICIAL TO HUMAN BEING? A QUANTITATIVE STUDY OF PUNJAB PROVINCE, PAKISTAN

Recently area of FFs has gained popularity keeping in view their health benefits and has been investigated in the discipline of Foods and Nutritional Sciences globally. FFs provide best protection to human beings against many chronic diseases such as diabetes, cardiovascular disease, hypertension, cancer, arthritis, eye health, strokes, bowel health, hypertension bone health/osteoporosis and many more. The functional food products likely to help in maintaining the health of the skin and membranes, formation of red blood cells, improving in the development and maintenance teeth and bones, assisting building and repairing body tissues, building antibodies, lowering cholesterol level and promotes regularity. The prime objective of the study is to explore the consumers’ understanding, knowledge and awareness about health benefits of FFs. A multistage purposive random sampling design was used to interview four hundred consumers of FFs selected from sixteen super stores from the four major cities of Punjab province, Pakistan. Fisher et al. (1983) approach was used for deciding a representative sample size for having reliable research findings. Descriptive statistics were used to analyze the collected data. Analysis demonstrates that internet, dieticians, television/radio, physicians, family and family friends, nurses were the main sources for acquiring information about FFs. Analysis indicates that consumers had trust on government, research institutes, food retailers for providing information and statement about FFs. Analysis also demonstrates that majority of the respondents had the knowledge about the health benefits of FFs. They viewed that FFs is primarily used for physical wellness and to minimize the risk of number of diseases such as hypertension, heart disease, cancer, diabetes, constipation, immunity. They also had knowledge that calcium is useful for strengthen bones, folic acid is used for reducing the risk of neural defects with unborn children. Lycopene improves the skin protection against ultra violet radiation, Omega-3 fatty acids are beneficial for lowering cholesterol and dietary fibers minimize the risk of heart disease and colon cancer. It is suggested that useful information must be provided to customers and consumers which are provided by the trustworthy research institutes, medical doctors and nutrition consultants. As there is no regulatory mechanism to regulate FFs development in the country. It is difficult to identify whether it is a FF and is healthy. A healthy FF stamp of approval would help consumers about the safety and health benefits of FF and will reduce the confusion and increase knowledge and positive perceptions about the FF products.