Dietary Fibers: Why It Is Finding Takers Post COVID-19
The dietary fiber industry is poised for innovation, and several of its long-standing trends, such as organic, clean label, gut health, and sugar reduction, are experiencing renewed appeal as a result of COVID-19 that has urged consumers to pay better attention to health and wellness.
At the moment, the dietary fiber movement is based on two pillars: nutrient enrichment and nutrient replacement. Dietary fiber is a beneficial component that helps maintain a balanced diet. Today’s usual diet is characterized by an abnormally low fiber consumption. Consumers are aware of the negative health consequences, but it is difficult for them to adjust their eating habits to meet the World Health Organization’s recommendation of 25 grams of fibre per day.
Fiber-enriched foods provide consumers with an easy way to close the fiber gap. In contrast to an insufficient fiber intake, consumers consume an excessive amount of undesired, energy-dense nutrients. As a result, it is also vital to assist consumers by replacing such nutrients and improving the health of products. Dietary fibers are well-suited for food reformulation due to their nutritional and sensory properties, and they meet the growing consumer demand for healthy food items. Additionally, consumer awareness is developing regarding the fact that a healthy and balanced microbiome has a beneficial effect on the entire body.
Globally, consumers are increasingly interested in organic products, with many prepared to pay a premium for them. According to industry experts, the functional fibre space is primed for additional innovation. Manufacturers of functional fibres are producing new grades to fulfill the demands of formulators. The addition of dietary fiber is making its way into a wide variety of food and beverage applications. According to Reports and Data, the global dietary fibers market was valued at USD 5.89 billion in 2019 and is predicted to grow at a CAGR of 12.2 percent to USD 10.98 billion by 2027. Over the forecast period, factors such as increased demand for organic and natural ingredients, as well as a shift in consumer attention toward functional meals, are expected to propel product demand. The market for dietary fibers is growing, owing to a growing understanding of the importance of dietary fiber in weight loss.
Fiber Applications That Are Currently Popular
Younger consumers seek fiber for its weight-loss benefits, whereas older consumers prefer fibre for its digestive health benefits. Additionally, they acknowledge the weight control benefits of satiety and glycaemic response.
Consumers are gradually becoming more aware of their daily recommended dietary allowances and common nutritional inadequacies. Fibre intakes in Europe are alarmingly low, which is a serious self-inflicted wound for public health, as scientists believe that it is one of the most beneficial nutrients that people can include in their diets. According to a study, over half (44%) of European consumers wish to increase their fibre intake. In the United Kingdom, cereals and cereal products account for the largest proportion of daily fibre intake (about 40%), followed by vegetables (30%) and fruit (10%). Increased consumption of these foods, as well as manufacturers adding fibre to other food categories of foods, may be a means to enhance dietary fibre in our diets. Importantly, a diversity of fibres should be included in the diet, as each fibre has a unique set of benefits.
Additional fiber claims are very common in some categories, such as Cereals and Cereal Bars. Also, consumer preferences for the phrase ‘fibre’ and the term ‘prebiotic’ have been studied across Europe, and more than two-thirds of respondents (67%) sought the value of fibre enrichment in breakfast cereals and bread. Meanwhile, 61% support the concept of fibre enrichment in cereal bars.
In addition, more than half of those polled found the idea of fibre enrichment in pasta (54%), as well as yoghurt (53%) appealing. As it happens, each of these applications is a perfect candidate for fibre enrichment and represents a huge opportunity for food and beverage manufacturers.
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The Effect Of COVID-19 On Consumer Demand
At least two scenarios are possible in the aftermath of the pandemic. Consumers may shift their focus to wellness as a lifestyle choice, preferring foods and beverages with added functional benefits, such as immune boosters. This may emphasize the importance of fibre and intestinal health. On the other hand, some consumers may be reducing their spending as a result of the global recession.
COVID-19 has altered the landscape for all businesses. However, competitors in the dietary fibre market that focus on natural ingredients have been able to pivot fast and adapt to shifting client needs.
Experts and market participants expect that gut health will continue to be a megatrend in the coming years. Consumers are placing a premium on health and well-being as a result of the pandemic, with plans to eat and drink healthier. From a consumer standpoint, this implies that topics such as immune health, staying fit and healthy, and weight management are all top of mind at the moment, and as a result, broader issues such as gut health and weight management are also of increased importance to them. Prebiotics, on the other hand, are becoming significant in assisting customers in boosting their fibre consumption while also promoting digestive health.
Future Dietary Fiber Trends
There is a growing appreciation for the critical role of gut flora and the importance of insoluble fibres in addition to soluble fibres. Consumers are also interested in the gut microbiota discussion, which presents a significant potential to increase consumer awareness of dietary fibres.
The appeal of dietary fibre has been encouraged by increased awareness of the importance of gut health. While consumers may not comprehend the distinction between prebiotics and probiotics, an increasing proportion of them recognise that both are critical for gut health and have a generally favourable relationship with them. An important and rapidly developing field of science involving dietary fibres is their ability to influence the gut microbiota and microbiome. The involvement of gut microbiota in numerous health advantages such as gut-brain axis, immunology, and metabolic function is becoming obvious as a result of technological advancements. The gut is frequently referred to as the ‘second brain’ due to the fact that the composition of a person’s gut microbiota, the community of microorganisms that live in the body, can alter the signals sent from the gut to the brain, activating processes in the immune system and nervous system.
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