Functional food: A growing trend among the health conscious

Food can do far more than filling humans' stomach: they can promote and protect our health. Some food contains bioactive components that are beneficial to health and are able to reduce risks of chronic diseases. These foods are known as "functional foods". The interest in functional foods has increased in developed economies as people look for safer way to improve general health and living. Not much is known about acceptance of functional foods among Malaysian consumers. The aim of this paper is to review the definition and regulatory bodies governing functional food across different countries. This will be followed by an overview of the functional food growth potential in Malaysia and a discussion on factors that might influence the purchase of functional food.