Consumers Intrinsically Link Fiber With Digestive Health

17 Apr 2015 --- New research results, commissioned by leading functional ingredients manufacturer, BENEO, show that consumers intrinsically link fiber with digestive health and prefer fiber that has been derived from a natural source, such as chicory root. The representative research was carried out amongst 7,000 consumers in the UK, Germany, Spain, Poland and France.

When asked to prioritise different statements in order of importance, 70% of respondents from the five countries surveyed replied that ‘natural products are better’; with 65% of UK respondents preferring ‘all things natural’. This preference for natural ingredients was also reflected in terms of ingredients’ names: ‘chicory root extract’ outperformed other fiber names, such as maltodextrin and polydextrose with respondents, in terms of sounding healthier, safer and recognisable.

Respondents watched what they ate by limiting certain things in their diet (e.g. fat, sugar and calories) and consuming ‘extras’, such as fiber. Almost two thirds (61%) of those surveyed tried to limit or avoid fat (UK - 57% ) and 60% tried to limit or avoid sugar (UK - 56%) . More than half of those surveyed (51%) tried to get as much fiber as possible, or a certain amount in their diets. The UK respondents were among the highest consumers of fiber (59%) . One of the main drivers to increased fiber intake across all countries was related to the beneficial effects of fibers on digestive health (84%), with 88% of UK respondents eating fiber to improve their bowel movements.

The attraction of fiber enrichment was high for products naturally associated with fiber; with more than two thirds of respondents (67%) in Europe seeing the benefit of fiber enrichment linked to breakfast cereals and bread, whilst 61% liked the idea of fiber enrichment linked to cereal bars. In addition, more than half of those surveyed found the idea of fiber enrichment in both pasta (54%) and yoghurt (53%) products appealing or very appealing.

Myriam Snaet, Manager Market Intelligence & Consumer Insights at BENEO: “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 fiber levels in a wide range of products – naturally.”

BENEO’s Orafti Inulin and Oligofructose are prebiotic fibers naturally derived from chicory roots that have a natural, mild sweetness. They help to reduce the sugar and fat content in products and enrich products with fiber at the same time, whilst maintaining texture and taste. In January 2015 BENEO’s inulin received a positive 13.5 EFSA health claim evaluation for its beneficial effects on bowel regularity (digestive health), based on proprietary and confidential data that was submitted. Thus the digestive health benefits of BENEO’s prebiotics have been once again scientifically proven. They are among the most researched prebiotic fiber ingredients worldwide.

Myriam Snaet concludes: “With our prebiotic fibers, manufacturers can respond to growing consumer demand in terms of sugar reduction and weight management and the desire for good carbs and digestive wellness.”