The turnover is concentrated in three regions and countries; some 90% of total sales occurs in Europe, the USA, and Japan (Datamonitor, 2004).
The European market for functional foods was estimated to be between 4 and 8 billion USD in 2003, depending on which foods are regarded as functional (Menrad, 2003).
This value increased to around 15 billion USD by 2006 (Kotilainen et al., 2006; Siró et al., 2008).