Responsibility for maintaining health is delegated to individual life choices in which nutrition plays a fundamental role. This seems to be in direct relation with the processes of daily competition in the global world that leads to the achievement of ever-higher "performances". Hence the choice of different food consumption models communicated and perceived not only as healthy, but even functional to strengthening the state of well-being: able to prevent the onset of a disease predicted by genetic factors. As a consequence, the consumption of so-called "functional foods" increases, responding more to a logic dictated by individual choices - in line with the values of contemporary society - that behaves in collective food consumption. Food, in this context, assumes the characteristic of a consumption aimed at a purpose: that of pursuing more effectively higher levels of "performances". Moreover, this is fatally required by a company in which speed is a distinctive element. In order to chase, or even anticipate, said speed, the consumption of functional foods represents an almost obligatory response both to the needs of the competition and to the maintenance of our state of health.
Keywords: Cibo funzionale; performance; salute; consumatore di cibo; cibo personalizzato; cibo, salute e società.