Addressing the “fiber gap”: Suppliers forecast growth in cereal, bakery and dairy applications

25 Oct 2021 --- Consumers understand that fibers are good for them as they increasingly make better food choices. However, higher prices of fruits and vegetables and the convenience of processed food remain obstacles. FoodIngredientsFirst deep dives into the fiber scene, addressing how broader F&B trends are impacting the space. 

In general, suppliers say that the so-called “fiber gap” is not getting smaller.

“Knowledge about the benefits of eating sufficient fibers is rising,” says Paul Vennik, director of marketing and sales at Sensus. “Benefits include improved gut health and overall well-being, but there are also benefits beyond the gut, such as immunity and mental health.”

Manuj Khanna, business development manager for fibers at Cargill, says while the general recommendation is to consume 25 g of fiber per day, “most people appear to consume much less, creating a potential ‘fiber gap.’”

Fiber enrichment helps consumers reach their healthy dietary goals and helps to close the fiber gap, says Cargill.With this, suppliers believe that consumers are looking for less sugar and more fiber and natural products, which are perceived as being healthier.

“A clean label with natural plant-based products is, therefore, what the new but also older generations are looking for,” Vennik explains. 

Pandemic pressures on fiber
Discernibly, COVID-19 has accelerated the demand for healthier food products. 

“We noticed an even stronger increase in the demand for our chicory inulin since the beginning of the pandemic. Consumers ate more products inside the home instead of eating out of the home. More fiber-containing breakfast products were sold, and for example, protein bars with chicory inulin are trendy,” notes Vennik. 

On top of that, the health-promoting supplement business, which also uses a lot of dietary fiber like inulin, saw a tremendous increase in sales. “We predict that consumers will continue buying more health-promoting products even when they return to ‘normal life.’”

Moreover, there is a significant interest in the effects of a healthy gut on our immunity. Research significantly shows that younger generations are concerned about mental health, Vennik comments. 

“The number of people that suffer from stress already at a young age is growing. Gut and brain health research is growing, and with prebiotic fibers such as inulin, we feel that in the future, a positive contribution to brain health and general well-being will be made.”

According to Sarah Diedrich, marketing director, sweetening solutions and fibers at ADM, 65% of global consumers are more conscious they need to lead a healthy lifestyle due to COVID-19,” she notes.

Boost for Nutri-Score
Cereal and bakery are key categories for new products with fiber enrichment claims, says Khanna at Cargill. 

“Data from Innova Market Insights suggests these two segments account for two-thirds of all product launches with fiber claims. However, interest in products with improved nutritional profiles spans the food and beverage landscape, extending to dairy and even sugar confectionery categories. 

To demonstrate the possibilities, Cargill has created baked and rotary molded biscuits, gelatin jellies, ice cream and fruit yogurts that achieve “high in fiber” claims, 30% sugar reduction and Nutri-Score improvement.Consumers are looking for less sugar and more fiber and natural products, which are perceived as being healthier.

“Front-of-pack labeling systems are swaying consumers toward healthier options and drawing attention to the fiber content in the products they purchase,” remarks Khanna.

Meanwhile, Vennik says Sensus emphasizes both the technical and the nutritional benefits that chicory inulin brings to a finished product. 

“Food producers can achieve considerable amounts of sugar and fat reduction by using chicory inulin and at the same time include an ingredient that increases the fiber content and improves our gut health,” he underscores. 

Tapping into fiber enrichment
“With the demand for fiber present in 22% of all eating and drinking occasions, added fiber can benefit numerous applications,” reveals Diedrich. 

Nutrient-dense snacks, beverages and even indulgent desserts are fortified with varying levels of added fiber to help people meet their wellness goals. 

“However, the increased fiber in these products can cause gastric discomfort if consumers’ tolerance limit is reached too quickly,” she adds.

“For example, health-conscious shoppers and everyday athletes actively seek out fortified snacks, bars, sparkling waters, shakes and smoothies, making them ideal formats for a prebiotic fiber boost.”

Fiber also helps increase the feeling of fullness so it can benefit food and beverage applications where the goal is to reduce sugar or fat content, or even fruit pulp in beverages, as well as to meet clean label goals, explains Eric Goron, senior product manager, marketing at CP Kelco. 

“Consumers have also shown that they are open to trying new products, including plant-based foods and beverages, but they do not want to compromise on taste, texture and experience. So, developing products with fewer ingredients, less sugar and less fat brings formulation challenges of water-binding, emulsion stability, viscosity and mouthfeel.”

Dairy potential
Moreover, dairy and alternative dairy have the potential for added fiber as well. 

“Consumers are already associating products like kefir and yogurt with a healthy gut, and prebiotic fiber can enhance these offerings even more,” notes Diedrich.

According to Vennik at Sensus, dairy alternatives have seen explosive sales growth in recent years but need similar healthy properties that the original dairy product provides. 

Suppliers warn that the so-called “fiber gap” is not getting smaller.“A natural plant-based prebiotic like chicory inulin brings exactly that solution. In combination with probiotics, for example, it is an ideal microbiome booster in dairy alternatives,” he explains. 

Beyond digestive health
Notably, “Gut Glory” has been positioned as a Top Ten Trend by Innova Market Insights for the forthcoming year. 

Recognizing the importance of fiber for gut support, 56% of consumers say they are adding or increasing fiber in their diet, according to Diedrich. 

ADM research finds that more than half of consumers associate fiber with benefits like healthy digestion, and nearly 40% associate it with weight management support.

Further, 87% of consumers are interested in products with “immune-boosting ingredients,” and 65% of those associate fiber with immune health. 

We will continue to see consumer demand for fortified offerings that include added fiber as more consumers become proactive about their overall health and wellness goals, explains Diedrich.

By Elizabeth Green