Increasingly, Cereal is Sharing the Fiber Spotlight with Other Products10 Jun 2012
The US cereal market should be buoyed by consumers’ attitudes towards food and eating habits. Sixty-five percent of adults aged 18+ agree that they are trying to include more fiber in their diets and 46% consider “nutritional value” to be the most important factor when choosing foods. When it comes to ranking ingredients themselves, consumers […]
The US cereal market should be buoyed by consumers’ attitudes towards food and eating habits. Sixty-five percent of adults aged 18+ agree that they are trying to include more fiber in their diets and 46% consider “nutritional value” to be the most important factor when choosing foods.
When it comes to ranking ingredients themselves, consumers consider fiber to be as important an attribute as added vitamins and minerals and as wholegrain. Fiber ranks above a number of no/low/reduced attributes, demonstrating its significance in consumers’ food choices; it shares top position among consumers as an attribute related to nutrition they want to see in their foods. Sixty-five percent of consumers look for foods high in vitamins/minerals, fiber, and wholegrain, according to a recent Mintel survey.
Fiber has become a “go to” ingredient for consumers of all ages. The nutrient used to be connected almost exclusively to digestive health and regularity and high-fiber products tended to be identified with seniors seeking natural laxatives. But, fiber has transitioned to a younger crowd, which looks to it for satiety and energy.
American consumers also strongly support the importance of eating breakfast, ranking it as the most important meal of the day. While just 16% of consumers consider lunch to be the most important meal, and only 17% feel the same way about dinner, 58% consider breakfast to be the top meal of the day, according to Mintel.
Cereal is well positioned to capitalize on consumers’ desire for more fiber in their diets and for their propensity to rely on breakfast as their “important meal.” More than eight in ten breakfast eaters (84%) include cereal in that meal, and one of the main reasons they do so is to benefit from the satiety attributes of a high-fiber cereal. Forty-two percent of breakfast eaters choose cereal because it helps manage health concerns, many of which are answered by an increase in fiber consumption.
While the cereal industry has the potential to realize appreciable gains because of the US consumer’s heightened interest in fiber, however, there are equally high fiber competitors that could present it with a serious challenge. Cereal bars, for example, have also ratcheted up their high fiber credentials, as has bread (which often translates to toast at breakfast) and other bread products such as bagels.
It would seem that cereal has little to fear from these competitors, because of its significant penetration in the US market. But, it is notable that only a third of cereal eaters name the product as their “favourite breakfast food.” This suggests that they could be tempted to move away from cereal, even high-fiber cereal, if other products satisfied their desire for a healthy and quick breakfast, two of the major attributes they accord to breakfast cereal.
This is especially true as both cereal and cereal bars are faced with a new competitor, the fiber-rich breakfast biscuit. In Europe, the growing popularity of this type of breakfast solution, represented primarily by Kraft’s Belvita, has met with mixed success. In the US, Belvita’s success cannot be adequately measured yet, as the product was introduced to the market less than a year ago. But, the fact that two-thirds of cereal eaters seem to be invested in the category without a major amount of enthusiasm suggests that the new product may siphon off some of the cereal industry’s user base. The industry may want to consider innovating more around totally new products or ingredients, rather than simply “fibering-up” current SKUs in order to recapture and re-involve more consumers.
Stevia outpaces aspartame in new product launches
27 Nov 2018
The number of new stevia-sweetened foods and drinks overtook new products with aspartame in 2017, according to global data from Innova Market Insights.Read more
Nuts gain from awareness of healthy fats
19 Nov 2018
Demand for products containing nuts is on the rise, aided by ongoing research into their health benefits and growing consumer understanding of healthy fats.Read more
Cranberries show promise for improved gut health
19 Nov 2018
Researchers are just beginning to understand the link between the gut and many chronic health conditions, leading to growing interest in prebiotic ingredients. According to a new study, cranberries are the latest food to show prebiotic potential.Read more
Egg substitutes driven by vegan, allergen-free demand
13 Nov 2018
Egg replacers have long been used as a way to avoid to the price fluctuations often associated with real eggs, but recently interest has been driven by manufacturer demand for clean label and plant-based ingredients, allowing companies to make more veg...Read more
Whey protein on the rise across food categories
13 Nov 2018
Whey protein remains the most popular protein ingredient for athletes by far, but numerous whey protein ingredients have emerged over the past few years, in applications that take it well beyond sports nutrition.Read more
Could regulation tempt the industry to renew focus on low fat foods?
7 Nov 2018
The UK government aims to cut calories by 20% by 2024 in a range of popular foods, potentially shifting focus back onto foods’ fat content as companies strive to reach this target.Read more
Allergen-free foods gain momentum
5 Nov 2018
Launches of allergen-free foods have increased in recent years – and not just because of increased prevalence of food allergy.Read more
Enzyme technology slashes sugar in fruit juice
2 Nov 2018
Israeli researchers have developed a new technology to cut sugar by up to 80% in fruit juice, by using enzymes that boost the fibre content at the same time.Read more
What can blockchain do for the food industry?
1 Nov 2018
International food companies have started to embrace blockchain technology to help trace food and ingredients all along the supply chain. What are the potential benefits for the industry?Read more
The mainstreaming of meat alternatives
26 Oct 2018
Tofu and lentils still have their place in a vegetarian diet, but a new generation of meat alternatives makes it easier than ever for consumers to switch to plant-based options – even the most enthusiastic meat eaters.Read more
Are you a supplier
Here's what we can do for you
- Generate quality leads for your business
- Stay visible for 365 days of the year
- Receive product inquiries and respond to meeting requests directly
- Improve company online presence through Search Engine Optimisation