Fiber & Whole Food Consumption Trends: Profitable Innovation Opportunities

Published by: Datamonitor

Published: Jul. 9, 2008 - 63 Pages

Table of Contents

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

List of Tables

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

Abstract

• Detailed insights and analysis documenting the drivers and inhibitors of fiber and whole food consumption
• Detailed country level consumer and market insight covering Europe, the US, Australia and New Zealand
• Analysis documenting the relative importance that consumers place on fiber and whole food consumption and how this varies by socio-demographics
• Strategic conclusions combined with actionable recommendations for all industry players to profit from the trend

• Obtain a detailed understanding of consumer attitudes and behaviors towards increasing fiber and whole food consumption
• Find inspiration for innovative formulations and product positioning to take advantage of consumers' evolving preferences
• Access a blend of quantitative and qualitative data illustrating consumer attitudes, actual consumption and best-practice marketing across the globe

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