CONSUMERS' PERCEPTIONS AND KNOWLEDGE ABOUT HEALTH BENEFITS OF FUNCTIONAL FOODS. A STUDY OF PUNJAB PROVINCE, PAKISTAN

Though the concept of Functional Foods (FFs) did exist thousands of years ago hence research on its beneficial effects on human beings started in Japan in 1980. It has been globally recognized that FFs have promising effect on human health. The research studies empirically supported the idea that FFs provide protection against certain cancer, cardiovascular, hypertension, bowl movement, constipation, diabetes, improved brain, metabolic and eye health etc. It is worth mentioning that Pakistan has 216.57 million people and the 6th most populous country of the world. No significant effort has planned to explore the peoples' knowledge and perceptions about the health benefits of different categories of FFs, such high anti-oxidant, green high fiber, pro-biotic, pre-biotic, omega 3, nuts & seeds, teas, herbs and spices. Keeping in view the promising health benefits of this food, a qualitative study with 50 participants/shoppers from the super stores situated in Faisalabad, Pakistan was conducted. Conservation analysis (CA) based on views of participants demonstrates that majority respondents were of the opinion that FFs have beneficial health impacts and provide the protection against many chronic diseases. As analysis indicates, there is no other opinion that fruits, vegetables, dry fruits, legumes, whole grain, herbs & spices which are used by the peoples of this region from centuries are the best for the healthy life of the people. Organic foods, protein from grass fed animals and cage free poultry and river fish are the best FFs for protecting and maintaining human health. It is suggested that the use of sweet, sweeten dairy products and beverages with added sugar and processed food which is poor in nutrients, vitamins and minerals may be avoided to develop immune system for providing protection against chronic diseases. Bulk of FFs of different varieties with different health benefits are available in the supermarkets, Government should frame policy of logo for those FFs which have promising health benefits.