The report finds that consumer acceptance of new functional products depends on the ability of manufacturers to develop products that are more closely allied with where consumers are now in the adoption of nutritionally enhanced products, rather then products developed for a perceived "consumer of the future." An important overall finding addressed in the report is that despite the introduction of thousands of functional foods and beverages into the U.S. market, American consumers still associate more strongly with dietary supplements in pill form for treating chronic health conditions and to boost overall wellness than they do with foods and beverages.

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The Hartman Group, Inc. is a full-service consulting and market research firm offering a wide range of services and products focusing on the health and wellness markets. Our experienced staff, with diverse, yet complementary backgrounds are experts in providing trade reports, syndicated studies, strategic consulting and customized research. This team has extensive knowledge and experience in marketing, business management, retail anthropology, sociology, nutrition, healthcare management, consumer economics and statistics.