Following research carried out amongst 4,000 consumers in the UK, Germany, Poland, and Spain this summer, findings have shown that although fat and sugar reduction still remain the key considerations for consumers, fibre is now seen as more important than calorie counting and salt reduction.
When asked to prioritise what they thought was important to them, 67% of respondents from all of the countries replied that they tried to limit fat intake and 63% tried to limit sugar intake.
62% thought it was important to eat enough fibre. This is compared to the 56% of respondents that felt that calorie reduction was important and the 55% who saw salt reduction as key. These results highlight the trend in perception amongst European consumers from a calorie counting mentality, towards a fibre focus.
Myriam Snaet, market research manager at Beneo, said: “The survey brought up some interesting results. In particular, we are seeing UK consumers placing high importance on ensuring that they are achieving their recommended daily fibre intake levels. With 66% replying that they do care about their fibre consumption, significantly higher than the overall percentage for all four countries, we can see that the US trend for all things fibre is steadily entering Europe, with the UK as the trendsetter.”
Source: Beneo
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