Demographic changes in contemporary societies has promoted sectors of consumers aware of the food they buy for health reasons, as functional foods, whose demand has grown in diverse countries as Mexico, recognized as one of the emergent market with the highest consumption of these products in Latin America. However, there is little knowledge on the attitudes of Mexican consumers toward functional foods. The objective was to explore the perception of functional foods by Mexican urban consumers using the free word association technique. A total of 610 persons were asked the three first words that came to their minds with the stimulus “functional food.” Twenty‐three categories were grouped in nine dimensions, the most important were: Health, Nutrition, and Foods and Nutrients. Differences due to age and schooling level were found in dimensions and categories. Consumers have a clear idea of “functional food” that explains growth in this market. The promotion of functional foods should take into consideration the demands that specific groups of consumers have for these products. Practical applications This work is a first approach on the study of the perception of Mexican urban consumers toward functional foods, with results that may be useful for public or private entities. As mentioned in works conducted in other areas of the world, demographic and socio‐economic characteristics are identified as significant determinants; the perception toward functional foods is positively associated with educational achievement, age and women. Taking into consideration the diabetes and overweight problems of the Mexican population, research results indicate an opportunity for producers of functional foods for an adequate development, improvement, and promotion of these products to meet specific perceptions of each target group of consumers.

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Foods considered ethnic are produced and consumed in a specific region. As well it has been documented that consumers expresses fear of the intention of eating new foods. Furthermore, the perception of the Mexican consumers toward ethnic foods has been scarcely studied. The aim of this work was to explore the perception toward Sende-a traditional ethnic Mazahua beverage of low alcoholic content, produced from germinated corn, dried, cooked and fermented-using word association (WA) and Food Neophobia Scale (FNS). A questionnaire was designed and applied to 160 people in a locality in Central Mexico where, traditionally, this beverage is produced. The mean of FNS was 26.70, which suggests that food neophobia level in the sample under study was low. Through WA, 13 categories were obtained which reflect the perception toward the beverage. By means of cluster analysis, three groups were obtained, which presented differences in FNS and the categories obtained through WA. These results may serve to promote and foster the consumption of traditional ethnic foods, which are not familiar for the population, this with a view to increasing the number of new producing establishments, improving profitability and developing the local economy. Practical applications There is a wide range of traditional ethnic foods in Mexico. However, many are unknown to the population and are falling in disuse, which could lead to their disappearance. The results of this work might help local producers or institutions from different regions of the country to promote their gastronomic heritage, particularly their traditional ethnic foods. Furthermore, this research shows that young people may be more interested in trying and consuming this type of food products. In that sense, campaigns to promote and disseminate ethnic foods could focus on this consumer sector considering their levels of acceptance or rejection when consuming little known or non diet food products. 1 | INTRODUCTION Food is a fundamental part of any society's culture. The relation between edible natural resources and technological development has evolved and influenced what we eat, the way our foods are obtained and the methods to prepare them (Meléndez & Cañez, 2010). Each country or region configures food characteristics on the basis of cultural components associated with the individuals' consumption patterns which, gradually, become their traditional cuisine. Traditional foods are part of a cultural model, as they comprise ancestral culinary

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