Market, Regulatory and Consumer Challenges of Functional Meat Products

With cardiovascular diseases overtaking COVID-19 as the cause of death globally exacerbated by the high cost of healthcare, interest in functional foods and meats that address certain health issues like heart health and immune function has increased with consumers seeking meat products with healthier compositions; lower fat and cholesterol contents. Functional meats offer beyond basic nutrition and health benefits through their biologically active components with the potential to lower diseases. The emergence of these products plays a key role in attaining sustainable development goals (SDG) two and three, improved nutrition, and good health and well-being respectively. Navigating the world of functional meat products is however, challenging for producers due to the interplay of customer preferences, regulatory frameworks, and market dynamics. This chapter examines the various obstacles that stakeholders in the creation, promotion, and use of functional meat products must overcome. It addresses the challenges of determining and satisfying consumer requests for functional meats while guaranteeing affordability and sensory attributes. It also explores the regulatory environment that controls health claims, labeling specifications, and ingredient approval for functional meat products, highlighting the challenges faced by producers looking to launch novel products. The chapter finally explains the market dynamics, sustainability concerns, and health consciousness in functional meat products highlighting the impact of competitive dynamics, changing trends and evolving consumer lifestyles on product development and positioning, providing insights for stakeholders.