The US ‘all things fiber’ trend trumps calorie counting in Europe, Beneo finds

By Kacey Culliney

- Last updated on GMT

How much fiber does it contain? The new, all important question...
How much fiber does it contain? The new, all important question...

Related tags: Europe

The US trend for ‘all things fiber’ has steadily entered Europe with intake now considered more important than calorie counting among consumers, a Beneo research manager says.

The functional ingredients group conducted consumer research over summer in four European countries – Spain, Germany, Poland and the UK – on the perception of fiber.

The 4,000-strong data showed that 62% of respondents from all countries said consuming enough fiber was important. This compared to 56% that said calorie reduction was important.

“We can see that the US trend for all things fiber is steadily entering Europe, with the UK as the trendsetter,”​ Myriam Snaet, market research manager at Beneo said.

“We are seeing UK consumers placing high importance on ensuring that they are achieving their recommended daily fiber intake levels. With 66% replying that they do care about their fiber consumption, significantly higher than the overall percentage for all four countries,”​ Snaet said.

European fiber focus set to surge

Beneo’s market research manager said results clearly outline a consumer interest in incorporating fiber into the diet.

“We are very confident that consumers’ interest in fiber enrichment will continue to grow, as will their drive to reduce sugar and fat in their daily diet,”​ she said.

Findings showed that 67% said limiting fat intake was a priority. Just over half (55%) rated salt reduction as important and 63% revealed attempts to limit sugar intake.

The consumer survey was conducted in July 2012 by an external European consumer research agency.

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