Beneo Consumer Research: Fiber More Important Than Calories

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, fiber is now seen as more important than calorie counting and salt reduction.

7 Nov 2012 --- New research results from leading functional ingredients manufacturer, BENEO, show that consumers now consider fiber intake more important than calorie counting.

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, fiber 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 fiber. 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 fiber focus.

Myriam Snaet, Market Research Manager at BENEO comments: “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 fiber intake levels. With 66% replying that they do care about their fiber consumption, significantly higher than the overall percentage for all four countries, we can see that the US trend for all things fiber is steadily entering Europe, with the UK as the trendsetter.”

Myriam continues: “The results of our European fiber research clearly show the increasingly high importance that consumers are placing on fiber within their diet. We are very confident that consumers’ interest in fiber enrichment will continue to grow, as will their drive to reduce sugar and fat in their daily diet. With this in mind we are well placed to help food producers create recipes with increased fiber. At the same time, sugar and fat content can be reduced thanks to our naturally derived dietary fibers, inulin and oligofructose which also act as sugar and fat replacers.”

BENEO conducted consumer research in four European countries (UK, Spain, Germany and Poland) on the perception of fiber, with a representative sample of 1,000 consumers in each country (so in total 4,000 consumers have been consulted). The survey was conducted in July 2012 by Insites, an external consumer research agency with offices in Belgium, the Netherlands, UK & US.