Consumer behaviour and a healthy diet: a challenge or an opportunity?

Healthy food choices by consumers are dictated by several factors but most would like healthy and affordable supply. Of course, traditional foods that are familiar to the consumers and have the appropriate sensory characteristics are most desirable to enhance immunity. Cultural background of the consumers often dictates their food habits and availability of local foods, driven by economic factors, are important considerations. Food safety, sustainability and traceability along with regulatory issues are to be considered in order to use the opportunities to address various challenges.