New research commissioned by ingredients manufacturer Beneo has shown that over half of European consumers try to incorporate as much fibre into their diets.
70% of respondents from five countries said that they thought “natural products are better”, with 65% of UK respondents claiming to prefer all things natural. The study shows that consumers intrinsically link fibre with digestive health and prefer fibre that has been derived from natural sources, such as chicory root, Beneo claimed.
The research found potential demand for fibre enrichment, with between 53% and 67% of consumers stating that they “liked the idea of fibre enrichment” in products ranging from breakfast cereals and bread to cereal bars, yogurt and pasta.
Beneo marketing intelligence and consumer insights manager Myriam Snaet said: “These study results clearly underline… natural functionality is the biggest trend in the industry and has proven to be a powerful driver of many successful food innovations. With inulin and oligofructose, Beneo offers functional ingredients from nature with nutritional, technical and health benefits that meet consumer requirements for healthy ingredients. At the same time they help to boost fibre levels in a wide range of products – naturally.
“With our prebiotic fibres, manufacturers can respond to growing consumer demand in terms of sugar reduction and weight management and the desire for good carbs and digestive wellness.”
51% tried to incorporate as much fibre as possible into their diets.
70% of people thought that “natural products are better”.
61% tried to limit or avoid fat, while a similar amount did the same for sugar.
84% were motivated to increase their fibre intake by its benefits for digestive health.
88% of UK respondents claimed to eat fibre as a way of improving bowel movement.
67% of Europeans saw the benefit of fibre enrichment liked to breakfast cereals and bread, falling to 53% for yogurt.
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