Consumers understand that fibers are good for them as they increasingly make better food choices. However, higher prices of fruits and vegetables and the convenience of processed food remain obstacles. FoodIngredientsFirst deep dives into the fiber scene, addressing how broader F&B trends are impacting the space.
In general, suppliers say that the so-called “fiber gap” is not getting smaller.
“Knowledge about the benefits of eating sufficient fibers is rising,” says Paul Vennik, director of marketing and sales at Sensus. “Benefits include improved gut health and overall well-being, but there are also benefits beyond the gut, such as immunity and mental health.”
Manuj Khanna, business development manager for fibers at Cargill, says while the general recommendation is to consume 25 g of fiber per day, “most people appear to consume much less, creating a potential ‘fiber gap.’”
With this, suppliers believe that consumers are looking for less sugar and more fiber and natural products, which are perceived as being healthier.
“A clean label with natural plant-based products is, therefore, what the new but also older generations are looking for,” Vennik explains.
Pandemic pressures on fiber
Discernibly, COVID-19 has accelerated the demand for healthier food products.
“We noticed an even stronger increase in the demand for our chicory inulin since the beginning of the pandemic. Consumers ate more products inside the home instead of eating out of the home. More fiber-containing breakfast products were sold, and for example, protein bars with chicory inulin are trendy,” notes Vennik.