Market Trends

Danisco Study Shows Fiber One of the Top Determining Factors in U.S. Food Purchases

October 24, 2011
/ Print / Reprints /
/ Text Size+
U.S. consumers say “high fiber” is among the Top 3 most important benefits they look for when purchasing foods, according to survey results released by Danisco USA.

U.S. consumers say “high fiber” is among the Top 3 most important benefits they look for when purchasing foods, according to survey results released by Danisco USA Inc., New Century, Mo.

However, the survey data also indicates that while consumers want to take advantage of the health benefits associated with this functional ingredient, there is a clear gap between the desire for “high fiber” and an awareness of what ingredients can be used to create high-fiber foods. Soluble fibers, in particular, are not well recognized, and consumers see little differentiation between soluble fiber types.

The survey was conducted in June by global market research firm Lindberg International A/S, Denmark, on behalf of Danisco in the United States. The survey of 500 men and women aged 18 years and over found that consumers clearly value high-fiber foods.

Respondents ranked taste as their No. 1 key buying criterion (90%), followed by freshness (84%), value for money (80%), good for health (68%) and convenience (42%). The survey also found that almost all consumers associate eating fiber-containing foods with positive benefits such as improved digestive health, weight management and satiety. Negative side effects such as gas and bloating are also associated with fiber and 33% of all respondents reported experiencing at least one negative side effect from consuming fiber.

“These survey results emphasize the importance of choosing the best fiber when fortifying foods,” says Peggy Steele, global business director, Danisco. “They highlight the advantages of Danisco’s Litesse (polydextrose) soluble fiber. Litesse meets consumers’ key purchasing criteria while exhibiting exceptionally high tolerance, which means reduced gas and bloating compared to all other soluble fibers available on the market.”

Did you enjoy this article? Click here to subscribe to Snack Food & Wholesale Bakery Magazine 

You must login or register in order to post a comment.



Image Galleries

2014 Bakery of the Year: Capistrano's Wholesale Bakery, Phoenix AZ

Here’s a look at Capistrano’s Bakery, our 2014 Bakery of the Year.

11/7/13 2:00 pm EST

Food Plant of the Future: The Future of Wastewater Management

Available On-Demand Effective management of wastewater is becoming increasingly critical to food and beverage processors as the cost for incoming water increases...

National Pizza Month

October is National Pizza Month! Where do you go to grab a slice (or two) of your favorite pie?
View Results Poll Archive


Organic Production and Food Quality: A Down to Earth Analysis

Effects of Organic Production on Food Quality is the first comprehensive book on how organic production methods influence the safety and quality of foods, based on an unbiased assessment of the latest scientific findings.  The title is a 'must-have' for everyone working within the food industry.

More Products

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


Facebook IconTwitter IconYoutube IconLinkedIn Icon

The Weekly Mix

Operations Weekly Logo

Written by Snack Food & Wholesale Bakery editors, our Operations Weekly weekly enewsletter provides bakers and snack food manufacturers with up-to-the-minute news, ideas and industry trends.

Sign up today!