Survey reveals consumer interest in fibre

A survey commissioned by Sensus, the Netherlands-based manufacturer of Frutafit inulin and Frutalose oligofructose, and conducted by Datamonitor Consulting reveals that consumers are interested in seeking ways to add fibre to their diets.

Specifically, they see fibre as a way to promote digestive health, general health, weight management, and satiety. Yet, according to the survey, they are unclear on the appropriate daily fibre consumption targets.

More than half (52%) of active fibre consumers in the study thought they were achieving their required daily amount of fibre, yet only a fifth (22%) of them were able to point out the correct amount of fibre intake.

Sensus notes that, increasingly health-conscious consumers are pushing for food choices that promote health while tasting good, and that innovative ingredients such as inulin make it possible to satisfy health concerns with flavourful, good-tasting fibre-rich products.

In the hypercompetitive food industry, according to Sensus, manufacturers are seeking ways to develop products that satisfy consumer preferences and trends in order to gain a competitive edge.

In response to a growing consumer awareness around healthy eating, many multinational food companies are reducing the amount of sodium, sugars and trans fats in their products. But, says Sensus, a tremendous market opportunity lies in what these companies can add to their products.

The survey also found that consumers struggle to identify and choose products featuring fibre. For example, almost half of active fibre consumers in Europe (43%) consider the lack of clear labelling to be a significant impediment to measure their daily fibre intake. Moreover, they maintain a preconceived notion that fibre-rich products are not tasty.

The soluble fibre inulin, says Sensus, provides manufacturers with the ability to increase fibre content in food and beverage products and replace sugar and fat while producing good-tasting products. By taking advantage of this prebiotic dietary fibre manufactured from natural chicory root – and guiding consumers on smart purchases through educational marketing and packaging – manufacturers can, according to the company, satisfy consumer demands and trigger product purchases.