An overview of the functional foods (FFs) market in Europe that ascertains the opportunities for further expansion of this segment is presented. Consumer behavior towards FFs was analyzed through a quantitative survey conducted on 400 Italian food shoppers. Our findings reveal that respondents are confused due to the ambiguity of what FF products are, and that consumers perceive products that are intrinsically healthy such as yogurt, cereals and juice, as preferable and credible carriers of FFs. Moreover, use of principal components analysis highlighted the key role played by the perception of healthiness in determining shoppers’ attitudes towards FF

In the modern era, the imperative of digitalisation to enhance competitiveness spans various sectors, with agriculture being no exception. Agriculture 4.0, strategically positioned to address challenges like climate change, food security, and resource preservation, holds the potential to increase productivity, profitability, and sustainability in agriculture. Despite the global accessibility to digital technologies, their adoption within the agriculture sector, especially among small and medium-sized farms, encounters obstacles. Realising the full potential of Agriculture 4.0 requires understanding the factors influencing technology adoption. To address this, the study conducts a systematic literature review using the PRISMA method, focusing on identifying the primary drivers and barriers associated with the implementation of Agriculture 4.0 technologies. The study is complemented by a network analysis of the identified drivers and barriers. A total of 42 articles from 2011 to 2023, sourced from the Scopus database, are examined. Individual and farm-related factors play a crucial role in driving the adoption of smart farming technologies, along with social trust and influence. Economic constraints and lack of infrastructure, such as internet access, emerge as significant barriers. The identified drivers and barriers can inform the development of strategies to promote the transition to Agriculture 4.0. Farmers stand to benefit from insights into potential advantages, required skills, and challenges, aiding informed decision-making in the adoption of Agriculture 4.0 technologies.