Consumers and fiber

Consumers want fiber's benefits

Fiber consciousness is growing

Food industry and fiber

Consumer Research

Introduction

A wide variety of recent consumer surveys demonstrate that consumers are becoming more and more aware of the importance of dietary fiber – and of their own personal fiber gaps.  Unfortunately, many consumers have been turned off by early-stage fiber products that did not deliver on taste or later fiber products that delivered side effects such as gas that they would prefer to avoid. New research shows that what will most likely motivate consumers to improve their fiber intakes is the demonstration of the benefits of fiber such as appetite control, glycemic management, energy management and digestive health. 

Surprisingly, research indicates that one area of especially high interest for all age groups is impact on blood sugar levels.  As consumers learn more about how blood sugar levels affect hunger, energy, mental alertness and risk of developing diseases such as diabetes and cardiovascular disease, this becomes a key opportunity for additional education and product development.

Consumers want fiber’s benefits

A proprietary study, recently conducted, was one of the largest and most comprehensive consumer surveys ever conducted on fiber and related health issues.  The study showed a great deal of interest and awareness of the health benefits of fiber – with substantial growth among younger shoppers. It also showed that consumers respond better to health claims associated with fiber than to just fiber alone. The maintenance of healthy blood sugar levels may be ‘the next big thing’ in consumer preferences.

Good intentions translate to healthier purchases

A 2004 report pointed to the fact that consumers are taking action on fiber: “Very quietly dietary fiber has moved center stage in the world of wellness foods and beverages.  One-third of adults say their diet is deficient in dietary fiber – the only nutrient to show an increased concern in 2003”.

Consumers start to see food as a way to manage health

A late-2004 survey found that more than half of all consumers agreed that ‘eating healthy is a better way than medication, to manage illness’ – more than double the percentage of just four years earlier.

Industry is prioritising development of fiber-rich foods

A recent survey showed that dietary fiber ranked 3rd among the ingredients most likely to grow their business in years ahead.