Fiber & Whole Food Consumption Trends: Profitable Innovation Opportunities

Overview

Introduction

From an attitudinal perspective, consumers place high importance on fiber and whole food intake - it is deemed more important than moderating consumption of ingredients such as fat, sugar, and salt. This report examines consumer attitudes AND behaviors towards increasing fiber and whole food consumption and how this creates a profitable opportunity for the food and beverage industry going forward.

Scope

• Detailed insights and analysis documenting the drivers and inhibitors of fiber and whole food consumption
• Detailed country level consumer and market insight covering Europe, the US, Australia and New Zealand
• Analysis documenting the relative importance that consumers place on fiber and whole food consumption and how this varies by socio-demographics
• Strategic conclusions combined with actionable recommendations for all industry players to profit from the trend

Report Highlights

A Datamonitor consumer survey of more than 5,000 European and US consumers identified that a substantive proportion of respondents considered both ' eating fiber' and ' eating whole grains or whole foods' to be ' very important' or ' important'

In 2003, almost 40% of new global whole grain launches were cereal products (39.1%), but just three years later the figure is down to around a quarter (25.9%). Snack bar launches have halved from 18.2% in 2000 to 7.8% in 2007. Conversely, other snacks such as trail mixes and multi-grain cakes have increased from 1.3% in 2000 to 7.6% in 2007

The fact that consumers are behind in fiber and whole grain consumption relative to dietary guidelines only serves to re-enforce the market opportunity for manufacturers and retailers

Reasons to Purchase

• Obtain a detailed understanding of consumer attitudes and behaviors towards increasing fiber and whole food consumption
• Find inspiration for innovative formulations and product positioning to take advantage of consumers' evolving preferences
• Access a blend of quantitative and qualitative data illustrating consumer attitudes, actual consumption and best-practice marketing across the globe