Consumers Want Great-Tasting Fiber – So Give it to Them
In recent years, there has been a marked increase in demand for healthy-eating products, a trend that has seen a proliferation of probiotic usage, Omega-3-rich foods, and reduced salt and sugar. Product packaging is now designed specifically to guide consumers to choose the healthiest foods and drinks.
One of the key components of a healthy diet is fiber, with properties that assist digestive health and weight management, among other benefits. Give healthy-eating consumers a great high-fiber product and open up a new customer base.
Challenging Fiber Perceptions
This is the challenge: while consumers view high fiber foods as the healthy option, they also tend to perceive these foods as an unpleasant taste experience. In a recent survey conducted by Tate & Lyle, only 12% of those adults interviewed in the United States and 15% of those in Europe felt that this kind of food would “taste good.” And crucially, other independent research shows that 79% of people interviewed actually believe the onus is on food companies to develop much tastier, healthy foods**.
Similarly, in a Tate & Lyle survey on children’s health, six out of 10 parents in the USA and seven out of 10 in the UK said that fiber is an integral part of a healthy children’s diet. Yet only one in 10 of those surveyed believed such foods tasted good±.
A Great Market Opportunity
Fortunately, the PROMITOR™ range gives you the opportunity to position your existing products as a desirable, healthy food brand, while simultaneously providing a great taste and texture experience, letting you rise to the market challenge. You can drive usage by tapping into healthy-eating consumer trends and position your products as a regular nutritional benefit for the whole family.
*Source: Illuminas US 2006
**Source: Yankelovich Monitor Perspective: Food for Life – March 2006
± Tate & Lyle research conducted by Illuminas – 2006
67% of adults said fiber is useful to maintain digestive health and the immune system*
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