Abstract
Improving Consumer Awareness Remains Vital to Market Growth
With the rapidly increasing incidence of obesity and type-2 diabetes, the
medical benefits of food fibres have been drawing considerable media
attention. As a result, consumers are being continuously bombarded with
marketing messages highlighting the dietary importance and benefits of fibres.
While this is helping raise awareness among the general population, it often
leaves them overwhelmed and confused, unable to distinguish the facts from the
marketing hype. Hence, as consumers represent a vital part of the value chain,
credible consumer education is still an extremely important issue and
challenge for companies active in, or wishing to enter, this market.
This Frost & Sullivan research service is an analysis of the European food
fibres market. It presents a strategic analysis of the overall market based on
end-user profiles, competitive environment, regulations and market share.
Further, the study is segmented across various fibre types and provides
strategic recommendations that help address the challenges faced by the
industry.
'All Natural Labelling' is a Key Competitive Advantage
In response to the improving health awareness and nutrition consciousness
among consumers, food manufacturers are putting greater stress on promoting
the benefits of nutritious ingredients in their products. The 'all-natural
labelling' has given manufacturers a powerful edge in the fibres market,
especially with the present consumer drive towards additive-free products.
However, tighter legislative controls across Europe have a limiting influence
on the growth of the European food fibres market. "French food producers can
only include a maximum of 2 per cent fibres as binders in meat products and in
Germany, there are concerns pertaining to the inclusion of certain fibres as
food ingredients," notes the analyst of this research service. "These
variations could discourage manufacturers from expanding their business and
this trend is likely to exert a notable impact on the market in the initial
years of the forecast period."
Proposed Regulation on Nutrition and Health Claims could Pose Serious
Challenges
In July 2003, the European Commission began circulating a proposed new
regulation on health claims and nutritional labelling on food. Under the
legislation, claims referring to the nutrient or calorie content, such as 'low
fat' or 'high fibre', would have to meet specific requirements regarding their
content. Further, vague, or 'soft' health claims on food products are to be
banned and more specific health claims will require to be supported by
extensive scientific evaluation. Although these laws can help raise market
entry barriers, they are also likely to reduce marketing opportunities for
manufacturers.
The market for insoluble fibres is witnessing a slow growth due to the wider
availability of new types of fibres. "Awareness of the nutritional benefits of
soluble fibres has become widespread and these benefits have overshadowed the
higher price of soluble fibres in comparison to insoluble fibres," says the
analyst. "Furthermore, the increasing popularity of prebiotics has also
substantially benefited the soluble fibres market and this market should show
healthy growth in the future."
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