f irst r eport functional foods what they mean for agribusiness researchers neal h hooker and ratapol teratanavat aede fr 0011 issued 11 12 02 expires 01 04 is driving this market changing consumer attitudes an aging population increasing health care costs advancing technology research identify ing more links between diet are part of the story but high margin growth opportunities potential economies scale to retailers or processors offering versions current products as brand extensions also fuel expansion not everything rosy lack a formal definition cumbersome protracted process approving claims little proprietary protec tion leaders differ ences in regulatory approaches across international trading partners muddies waters producers proces sors aiming at confusion over behavior key target markets effective strategies further constrain who cares about stuff four 10 top causes death us heart disease cancer stroke diabetes associated with diets too calories total fat saturated cholesterol low dietary fiber related conditions cost society least
