Fibre facts are more important than calories for consumers
Surveys carried out among 4,000 consumers in the UK, Germany, Poland, and Spain have shown that although fat and sugar reduction remain the key considerations for consumers, fibre is now seen as more important than calorie counting and salt reduction.
When asked to prioritise what they thought was important, 67% of respondents from all of the countries reported that they tried to limit fat intake and 63% tried to limit sugar intake. 62% thought it was important to eat enough fibre. This is compared with the 56% of respondents who 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 fibre focus.
Myriam Snaet, market research manager at Beneo, said: "The survey brought up some interesting results. In particular, we are seeing UK consumers placing high importance on ensuring they are achieving their recommended daily fibre intake levels. With 66% replying that they do care about their fibre consumption, which is significantly higher than the overall percentage for all four countries, we can see that the US trend for all things fibre is steadily entering Europe, with the UK as the trendsetter."
The European Food Safety Authority recommends a 25g a day fibre intake and links dietary fibre with benefits such as bowel function, diabetes prevention and management, cardiovascular health (lowering cholesterol and blood pressure) and weight management.
Snaet continued: "The results of our European fibre research clearly show the increasingly high importance that consumers are placing on including fibre within their diet.
"We are very confident that consumers' interest in fibre enrichment will continue to grow, as will their drive to reduce sugar and fat in their daily diet."
