- Overview
- Table of Contents
- Table of figures
- Table of tables
- THE FUTURE DECODED
- INTRODUCTION: There is a distinction between high fiberand whole foods
- TREND: More emphasis is being placed on fiber and wholefood consumption
- TREND: Consumers, especially Americans, see fiber andwhole grain intake
as a means of boosting health
- Fiber intake is linked to a reduced risk of coronary heartdisease,
diabetes, and other illnesses
- Although the idea of whole foods is newer, and there isconfusion in
defining the term, the purported health benefits arecompelling
- The health benefits of high fiber and whole foods aregenerally 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 wholefood products
- Key takeouts and implications: high fiber and whole foodproducts offer
a platform on which to generate sales uplift
- TREND: Breakfast is the main avenue for fiber and wholegrain consumption
- Cereals generally provide the main source of fiber forconsumers
- Changing breakfast habits have forced manufacturers toprovide
alternative means of consuming cereals
- Whole foods tend to be consumed more at lunch or dinnere.g. in
sandwiches, or as whole grain pasta
- Key takeouts and implications: opportunities exist toexpand the appeal
of fiber and whole grain products
- INSIGHT: Consumers are looking for an easier way toconsume fiber and
whole foods
- A growing number of whole grain and high fiber productsare available
- Whole grain and fiber orientated innovation is strong,with industry
players adding new flavors to products and incorporatingfiber and whole
grains into new formats
- Key takeouts and implications: consumers need furthersensory
improvements in order to make fiber and whole food consumptionmore
appealing
- INSIGHT: Socio-demographic variances exist in attitudestowards high
fiber and whole grain products
- Females are more concerned than males about fiber andwhole grain intake
- Consumption levels of fiber and whole foods increases witheducation,
social class and existing health levels
- Older consumers are likely to become an important consumergroup for
fiber and whole food products
- Key takeouts and implications: socio-demographic nuancesindicate that
targeted marketing for specific segments can boost sales ofwhole grain and
fiber products
- INSIGHT: Despite increasingly positive attitudes towardswhole grain and
fiber consumption, individuals are still not meeting theirconsumption targets
- Various national nutrition surveys have highlighted ashortfall 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 offiber and
whole grain products should be and are not fully aware of howwhole grains
are better than refined grains
- Consumers prefer the sensory benefits of refined foods
- Around one in four shoppers is skeptical about the healthbenefits of
whole grain, high fiber products
- Key takeouts and implications: finding solutions to theinhibitors
affecting consumption will be an important part of fullycapitalizing on
the high fiber and whole foods opportunity
- ACTION POINTS
- ACTION: Use the various benefits of fiber and whole grainsto tout
multiple health benefits
- Where applicable promote heart health as a key benefit ofwhole grain
and high fiber products
- Weight management: develop proprietary ingredients ofproducts that
promote satiety
- Capitalize on the growing awareness of digestive healthissues
- Use prominent package logos and information to drawattention to high
fiber and whole food products
- Recognize the broader competitive threat, especially ifyou operate in
cereals or bakery
- Continue to invest in clinical investigations to supportthe efficacy
of specific fiber ingredients and invest in new ingredientopportunities
- ACTION: Seek to combine whole grain and high fiberingredients with
convenient and indulgent snacks
- The success of General Mills' Fiber One Chewy Bar in theUS illustrates
that shoppers can be highly receptive high fiber/wholegrain snacks
- Even varying staple products can reap rewards withinnovative sensory
focused formulations
- Use sampling to help overcome consumer skepticism aboutthe sensory
benefits of whole grain and high fiber products
- ACTION: Increase investment in high fiber and whole foodproducts as a
means to insulate from the negative impact of the currenteconomic downturn
- ACTION: Separate fiber identity from whole foods toincrease consumer
awareness of both
- If no distinction is made, substitution may occur
- Highlight the key differences so that consumption of bothfiber and
whole foods are considered crucial
- Promote awareness of quantities and quotas to provide allconsumers
with a target
- Efforts can be made to improve consumption across alldemographics
- 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), bycountry, 2002-2011
- Table 4: Whole grain new product launches since the year2000
- Table 5: Percentage breakdown of whole grain new productlaunches since
2000, by category
- Table 6: High fiber new product launches since the year2000
- Table 7: Percentage breakdown of high fiber new productlaunches since
2000, by category
- Table 8: How health and cost factors influence thechoice 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 wholegrain, high fiber
goods, by region
- Table 11: List of definitions of terms used in thisreport
- List of Figures
- Figure 1: Health advantages of whole grains areassociated with consuming
the entire whole grain ' package'
- Figure 2: Different whole grains vary considerably intheir fiber content
- Figure 3: Higher values are being placed on fiber &whole food
consumption
- Figure 4: The added (re)emphasis on whole grain andfiber consumption
reflects the broader trend towards ' positive nutrition'
- Figure 5: From an attitudinal perspective, European andUS consumers
place high importance on fiber and whole food intake: it isdeemed more
important than moderating consumption of ingredients such asfat, sugar, and
salt
- Figure 6: North Americans are the most frequentpurchasers of whole grain
and high fiber products which reflects theconcerted government and industry
focus on the health benefits of suchproducts
- Figure 7: Whole grain and high fiber claims are amongthe most
influential to US consumers, especially when comparing to otherfunctional
benefits
- Figure 8: Compared to issues such as fat, sugar andother aspects
consumers are trying to moderate or avoid, fiber content isnot typically a
' top of mind' consideration when it comes to assessingnutritional labels
- Figure 9: There is a high awareness of whole grains andfiber, both from
a general and functionality perspective in the US
- Figure 10: A number of broader initiatives has helpeddrive interest in,
and consumption of, whole grains and high fiberproducts in the US
- Figure 11: Breakfast options now prominently advertiseboth fiber content
and novel flavors
- Figure 12: The need for convenient health is gainingmomentum and high
fiber and whole food products can be a profitablesolution
- Figure 13: Sara Lee profited from consumers' risinginterest 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 demographicvariances-especially
between men and women-in respondents who consider"eating fiber" to
be a "very important" in maintaininga healthy diet
- Figure 16: The proportion of US individuals who considerdiet to be
"extremely influential" in maintaining general healthincreases
into adulthood
- Figure 17: Numerous products are touting high fiberalongside heart
health benefits
- Figure 18: Dietary fiber (often in combination withprotein) as a
satiety-promoting ingredient is being incorporated into awider range of
products
- Figure 19: The recent intense interest in digestivewellness, prompted
initially by probiotics, has moved companies andconsumers to re-prioritize
good fiber sources
- Figure 20: Fiber One Chewy Bars are an example oftailoring a product to
meet consumer needs
- Figure 21: The popularity of whole grain breads hasresulted in
interesting new varieties being launched
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