Fiber & Whole Food Consumption Trends

Content

• Overview
• Catalyst
• Summary
  • Table Of Contents
  • Table Of Figures
  • Table Of Tables
• The Future Decoded
• Introduction: There Is A Distinction Between High Fiber And Whole Foods
• Trend: More Emphasis Is Being Placed On Fiber And Whole Food Consumption
• Trend: Consumers, Especially Americans, See Fiber And Whole Grain Intake As A Means Of Boosting Health
  • Fiber Intake Is Linked To A Reduced Risk Of Coronary Heart Disease, Diabetes, And Other Illnesses
  • Although The Idea Of Whole Foods Is Newer, And There Is Confusion In Defining The Term, The Purported Health Benefits Are Compelling
  • The Health Benefits Of High Fiber And Whole Foods Are Generally Well Understood And Recognized By Consumers, Which Is Helping To (Re)Invigorate Sales Of These Products
  • Consumer Interest Is Driving Sales Of High Fiber And Whole Food Products
  • Key Takeouts And Implications: High Fiber And Whole Food Products Offer A Platform On Which To Generate Sales Uplift
• Trend: Breakfast Is The Main Avenue For Fiber And Whole Grain Consumption
  • Cereals Generally Provide The Main Source Of Fiber For Consumers
  • Changing Breakfast Habits Have Forced Manufacturers To Provide Alternative Means Of Consuming Cereals
  • Whole Foods Tend To Be Consumed More At Lunch Or Dinner E.G. In Sandwiches, Or As Whole Grain Pasta
  • Key Takeouts And Implications: Opportunities Exist To Expand The Appeal Of Fiber And Whole Grain Products
• Insight: Consumers Are Looking For An Easier Way To Consume Fiber And Whole Foods
  • A Growing Number Of Whole Grain And High Fiber Products Are Available
  • Whole Grain And Fiber Orientated Innovation Is Strong, With Industry Players Adding New Flavors To Products And Incorporating Fiber And Whole Grains Into New Formats
  • Key Takeouts And Implications: Consumers Need Further Sensory Improvements In Order To Make Fiber And Whole Food Consumption More Appealing
  • Insight: Socio-Demographic Variances Exist In Attitudes Towards High Fiber And Whole Grain Products
  • Females Are More Concerned Than Males About Fiber And Whole Grain Intake
  • Consumption Levels Of Fiber And Whole Foods Increases With Education, Social Class And Existing Health Levels
  • Older Consumers Are Likely To Become An Important Consumer Group For Fiber And Whole Food Products
  • Key Takeouts And Implications: Socio-Demographic Nuances Indicate That Targeted Marketing For Specific Segments Can Boost Sales Of Whole Grain And Fiber Products
  • Insight: Despite Increasingly Positive Attitudes Towards Whole Grain And Fiber Consumption, Individuals Are Still Not Meeting Their Consumption Targets
  • Various National Nutrition Surveys Have Highlighted A Shortfall In Fiber And Whole Grain Intake
  • Consumers Suffer From An Overall 'Optimistic Bias' Regarding Their Own Diets
  • Many Consumers Don't Know What The Recommended Intake Of Fiber And Whole Grain Products Should Be And Are Not Fully Aware Of How Whole Grains Are Better Than Refined Grains
  • Consumers Prefer The Sensory Benefits Of Refined Foods
  • Around One In Four Shoppers Is Skeptical About The Health Benefits Of Whole Grain, High Fiber Products
  • Key Takeouts And Implications: Finding Solutions To The Inhibitors Affecting Consumption Will Be An Important Part Of Fully Capitalizing On The High Fiber And Whole Foods Opportunity
• Action Points
• Action: Use The Various Benefits Of Fiber And Whole Grains To Tout Multiple Health Benefits
  • Where Applicable Promote Heart Health As A Key Benefit Of Whole Grain And High Fiber Products
  • Weight Management: Develop Proprietary Ingredients Of Products That Promote Satiety
  • Capitalize On The Growing Awareness Of Digestive Health Issues
  • Use Prominent Package Logos And Information To Draw Attention To High Fiber And Whole Food Products
  • Recognize The Broader Competitive Threat, Especially If You Operate In Cereals Or Bakery
  • Continue To Invest In Clinical Investigations To Support The Efficacy Of Specific Fiber Ingredients And Invest In New Ingredient Opportunities
• Action: Seek To Combine Whole Grain And High Fiber Ingredients With Convenient And Indulgent Snacks
  • The Success Of General Mills' Fiber One Chewy Bar In The Us Illustrates That Shoppers Can Be Highly Receptive High Fiber/Whole Grain Snacks
  • Even Varying Staple Products Can Reap Rewards With Innovative Sensory Focused Formulations
  • Use Sampling To Help Overcome Consumer Skepticism About The Sensory Benefits Of Whole Grain And High Fiber Products
• Action: Increase Investment In High Fiber And Whole Food Products As A Means To Insulate From The Negative Impact Of The Current Economic Downturn
• Action: Separate Fiber Identity From Whole Foods To Increase Consumer Awareness Of Both
  • If No Distinction Is Made, Substitution May Occur
  • Highlight The Key Differences So That Consumption Of Both Fiber And Whole Foods Are Considered Crucial
  • Promote Awareness Of Quantities And Quotas To Provide All Consumers With A Target
  • Efforts Can Be Made To Improve Consumption Across All Demographics
• Appendix
  • Definitions
  • Methodology
  • Further Reading And References
  • Industry And News Sources
  • Datamonitor Reports
  • Academic Sources
  • Ask The Analyst
  • Datamonitor Consulting
  • Disclaimer
  • Table 1: Quantity Of Fiber In Cereals, By Mass
  • Table 2: Market Value Of Breakfast Cereals ($ Millions), By Country, 2002-2011
  • Table 3: Market Value Of Cereal Bars ($ Millions), By Country, 2002-2011
  • Table 4: Whole Grain New Product Launches Since The Year 2000
  • Table 5: Percentage Breakdown Of Whole Grain New Product Launches Since 2000, By Category
  • Table 6: High Fiber New Product Launches Since The Year 2000
  • Table 7: Percentage Breakdown Of High Fiber New Product Launches Since 2000, By Category
  • Table 8: How Health And Cost Factors Influence The Choice Of Goods Consumed, By Education Level
  • Table 9: Population Of Consumers Aged 55 And Above (Millions), By Country
  • Table 10: Factors Influencing The Consumption Of Whole Grain, High Fiber Goods, By Region
  • Table 11: List Of Definitions Of Terms Used In This Report
• List Of Figures
  • Figure 1: Health Advantages Of Whole Grains Are Associated With Consuming The Entire Whole Grain 'Package'
  • Figure 2: Different Whole Grains Vary Considerably In Their Fiber Content
  • Figure 3: Higher Values Are Being Placed On Fiber & Whole Food Consumption
  • Figure 4: The Added (Re)Emphasis On Whole Grain And Fiber Consumption Reflects The Broader Trend Towards 'Positive Nutrition'
  • Figure 5: From An Attitudinal Perspective, European And Us Consumers Place High Importance On Fiber And Whole Food Intake: It Is Deemed More Important Than Moderating Consumption Of Ingredients Such As Fat, Sugar, And Salt
  • Figure 6: North Americans Are The Most Frequent Purchasers Of Whole Grain And High Fiber Products Which Reflects The Concerted Government And Industry Focus On The Health Benefits Of Such Products
  • Figure 7: Whole Grain And High Fiber Claims Are Among The Most Influential To Us Consumers, Especially When Comparing To Other Functional Benefits
  • Figure 8: Compared To Issues Such As Fat, Sugar And Other Aspects Consumers Are Trying To Moderate Or Avoid, Fiber Content Is Not Typically A 'Top Of Mind' Consideration When It Comes To Assessing Nutritional Labels
  • Figure 9: There Is A High Awareness Of Whole Grains And Fiber, Both From A General And Functionality Perspective In The Us
  • Figure 10: A Number Of Broader Initiatives Has Helped Drive Interest In, And Consumption Of, Whole Grains And High Fiber Products In The Us
  • Figure 11: Breakfast Options Now Prominently Advertise Both Fiber Content And Novel Flavors
  • Figure 12: The Need For Convenient Health Is Gaining Momentum And High Fiber And Whole Food Products Can Be A Profitable Solution
  • Figure 13: Sara Lee Profited From Consumers' Rising Interest In Grains With Soft & Smooth Whole Grain White
  • Figure 14: Productscan Analysis Reveals That Specialty/ Heritage Grains Is A (Re)Emerging Theme Of Innovation
  • Figure 15: Analysis Shows Notable Demographic Variances-Especially Between Men And Women-In Respondents Who Consider "Eating Fiber" To Be A "Very Important" In Maintaining A Healthy Diet
  • Figure 16: The Proportion Of Us Individuals Who Consider Diet To Be "Extremely Influential" In Maintaining General Health Increases Into Adulthood
  • Figure 17: Numerous Products Are Touting High Fiber Alongside Heart Health Benefits
  • Figure 18: Dietary Fiber (Often In Combination With Protein) As A Satiety-Promoting Ingredient Is Being Incorporated Into A Wider Range Of Products
  • Figure 19: The Recent Intense Interest In Digestive Wellness, Prompted Initially By Probiotics, Has Moved Companies And Consumers To Re-Prioritize Good Fiber Sources
  • Figure 20: Fiber One Chewy Bars Are An Example Of Tailoring A Product To Meet Consumer Needs
  • Figure 21: The Popularity Of Whole Grain Breads Has Resulted In Interesting New Varieties Being Launched