As an informational service to its visitors, National Starch Food Innovation has collected a broad range of research and surveys that relate to consumer attitudes toward fiber consumption as well as the range of health benefits that are available from resistant starch in their diets. Please check back regularly.
Introduction
Consumer surveys confirm that consumers around the world 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. As a result, some groups of consumers are actively increasing dietary fiber in their diet, but other groups of consumers are not.
National Starch consumer research demonstrates that marketing the end benefits of fiber can increase its appeal to broad groups of consumers. In other words, a focus on fiber content in foods will attract consumers who have decided to increase their fiber content, but miss consumers who have not yet made that decision or who have been turned off by earlier experiences.
New research shows that benefits such as appetite control and weight control, glycemic management, energy management and digestive health appeal to different groups of consumers. Great opportunities exist for companies willing to match the benefits of dietary fiber (as not all fibers are the same) with the particular demands and interests of consumers.
Consumers want fiber’s benefits
Recent consumer surveys are uncovering the extent to which consumers are demanding the benefits of fiber. 40% of Americans and 30% of Europeans like the “high in fiber” claim on a product label, according to HealthFocus International. 38% of Americans claim to be on a “high fiber” diet in 2004 (the same percentage as stating they are on a “low fat” diet) and 79% of American shoppers agree that fiber is important for reducing their risk of obesity, heart disease and cancer, according to HealthFocus International.
“Fiber is not a benefit for consumers. It is support for a benefit promise” stated Linda Gilbert, President of HealthFocus International at “Making Fiber Irresistible: Resistant Starch is a Natural” co-sponsored by National Starch Food Innovation and Oldways Preservation Trust in September of 2005. She added: “Although consumers don’t understand Glycemic Index, they understand its impact on their lives, from stress and tiredness for themselves to crankiness and irritability for their children.”
Proprietary National Starch research is confirming that consumers have a great deal of interest and awareness of the health benefits of natural resistant starches – with substantial growth in particular benefits among younger shoppers. Surprisingly, one area of especially high interest for all age groups is impact on blood sugar levels. Consumers around the world are learning more about how blood sugar levels affect hunger, weight, energy, mental alertness and potentially even reduce the risk of diabetes and cardiovascular disease. Regardless of whether consumers are familiar with Glycemic Index and other technical terms for changes in blood sugar, they are interested in the benefits of glycemic management. Just like they understand the importance of blood cholesterol, they understand the importance of maintaining healthy blood sugar levels. National Starch predicts that the maintenance of healthy blood sugar levels will be ‘the next big thing’ in consumer trends.
Consumers are also demanding the digestive health benefits of natural resistant starch, but the degree varies by geographic region. Consumers in some countries are attuned to prebiotic fiber benefits, while consumers in other countries are still low on the learning curve of the importance of a healthy digestive tract.
Good intentions translate to healthier purchases
Consumers are taking action to increase the amount of fiber in their diet: “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. And they’re taking action. Nearly two-thirds of adults made some effort to consume more fiber last year, one-third made a strong effort.” (Dietary Fiber Market Analysis 2004, Sloan Trends & Solutions, Escondido, CA)
Consumers start to see food as a way to manage health
According to the 13th Annual Shopping for Health Survey” by Rodale Press & the Food Marketing Institute (FMI) published in 2004, more than half of all consumers agreed that ‘eating healthy is a better way than medication, to manage illnesses – more than double the percentage of just four years earlier. This survey found that 10% of consumers said they started buying a product for its fiber content, up from just 6% in 1997.
Industry is prioritizing development of fiber-rich foods
The Foods 2004 survey showed that dietary fiber ranked 3rd among the ingredients most likely to grow their business in years ahead. (Was this Prepared Foods?)
Check with your local National Starch representative to hear about the latest research results in your region.