Market Trends

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

October 24, 2011
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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.”

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