Trend analysis and marketing strategies of health functional food market in South Korea
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The purpose of this study is to suggest effective marketing strategies for Health Functional Food in South Korea. In order to understand the market of Health Functional Food, this paper first explains the definition of Health Functional Food and describes background and current state of the market. Then, trend analysis will show actual consumer behavior and propensity to consume Health Functional Food in South Korea. This research specifically focuses on clarifying major suppliers for Health Functional Food and proposing powerful marketing strategies. Since there has been scant study on market of Health Functional Food in South Korea, this study will provide marketing practitioners and academia with better understanding of the market.