Roquette conducted an online survey with participants in Mexico, Brazil and the US. The health issues that most influence Mexican, Brazilian and US consumers’ diet choices are weight management, staying fit and active, and stress. Of those asked, the biggest concerns for shoppers was sugar, followed by fat, and calories, then protein and cholesterol — fiber came in last. When purchasing food and beverages, the least concerning nutritional component is fiber. More than 50% of those asked know that fiber is important as part of their regular diet. However, although nearly 50% of those surveyed believe they get enough fiber, more than 50% do not know the recommended daily intake for adults. In terms of fiber source awareness, consumers asked, said oats, grain, fruits and vegetables were the top sources of fiber. A total of 37% of those asked revealed they specifically purchase certain food and beverages because of their fiber content. Breakfast and sports bars lead fiber-based buys, while dairy or dairy alternatives come second. The snack bar segment continues to grow as consumers and brands alike focus on health. Over 40% of those asked expressed they are looking for high amounts of fiber in bars and dairy/dairy alternatives, while more than 30% agreed when it comes to sweet and salty snacks, prepared/frozen meals, breakfast on the go options and meat alternatives. The most impactful fiber statement to influence purchasing communicates that the item is ‘an excellent source of fiber’, i.e. it contains more than 50% fiber. A ‘good source of fiber’ follows, detailing the specific number of grams of fiber in the product is next, and lastly, including ‘with added fiber’ also appeals to consumers. The inclusion of the word ‘fiber’ alone seems to resonate with consumers and instantly increase their chances of purchasing the food or beverage item.
Lightbulb Moment: The problem with fiber is she has doesn’t have any great party dresses and she often plays the role of the best friend instead of the leading lady. Her girlfriends are the ones that help propel her into the spotlight. Want to track fiber trends going forward? That’s where Culinary Tides, Inc. comes in.