In Hungary, a growing number of consumers have recently recognized the importance of healthy eating habits in disease prevention. As health is one of the most important terminal values of Hungarian consumers, functional foods are likely to have a bright future and their market is expected to grow significantly in the coming years. In this paper, the main driving forces of the growth of the functional food market, the consumption patterns of functional foods, up-to-date product trends, the relevant marketing approaches, and the main consumer segments have been identified. This paper contains empirical research findings on functional food consumption in Hungary. As a marketing manager or academic, you shall find valuable pieces of information on the segmentation, the main target groups and the most successful positioning strategies regarding the functional food market in Hungary