Open Access

Plant-based food additives in functional foods can improve consumer’s nutrient uptake and promote optimal health effects. Considering the ongoing development of new technologies for extracting bioactive substances the potential pricing of these substances plays a major role in assessing the overall profitability of new technologies. The study therefore assessed potential prices for not yet commercially existing bioactive substances from wood by carrying out a business-to-businesssurvey. Applying the van Westendorp method the study identified a potential price in context of varying product properties like different health claims or increasing purities. The Indifference Price of 101.5 €/kg can be considered as a guide value to assess the overall profitability. The study identified potential price ranges for such products and provided information that can be used for according pricing strategies. © 2014, OGA-Osterreichische Gesellschaft fur Agrarokonomie.