How do consumers consider fibers?
Consumers understand the impact of their diet on their health. This is likely why trends are growing around healthier products. Studies1 show that 70% of consumers have shifted their food habits in the past two years toward healthy foods. They are taking action to improve their health,2 especially gut health for 27% of them.
Fiber is an important key that unlocks digestive health benefits and keeps things in balance. Consumers largely believe that dietary fiber is related primarily to regularity. Digestive wellness and balance go beyond. Two out of three consumers say gut health is key to achieving holistic well-being.2 Improving gut and digestive health is among the top 3 of consumers’ dietary decisions, with 17% of global consumers taking action to consume foods that support digestion and gut health and eat a diet richer in fiber. Consumers are getting more and more educated on the gut health topic: 3 out of 4 global consumers have heard about beneficial bacteria, 54% of global consumers are aware of prebiotics4 and 30% of them have purchased prebiotics in the last 12 months.4
While buying prebiotic products, consumers are looking for the following claims:
- Supports immune health (74%)
- Improves general wellbeing (73%)
- Supports digestive health (73%)
- Clinically proven (71%)
- High in fiber (55%)4
Among the consumers who purchased prebiotics over the past 12 months, 57% of them find prebiotics effective or very effective on their health.4
On-pack fiber claims are shifting to more specific claims. While new food and beverage launches with a high in/source of fiber claims see a 6.8% annual growth, prebiotics claims see a 16% annual growth (CAGR), compared to the 4.9% of the total food and beverages launches.3
A happy microbiota is a healthy gut
Bacteria live on and within us, mostly in a mutually beneficial relationship. The lower digestive tract or colon is home to many billions of various bacteria. They are called microbiota and are both good and not so good. Beneficial bacteria are believed to provide important health benefits that scientists are rapidly uncovering.
Each person has a unique combination of microbiota. Different factors can influence microbiota composition: age, diet, environment, genes, or medications.
Scientists agree that these bacteria – and their activities – are important for our health which is why it is important to keep a good balance between the colonic bacteria. We need to keep them happy to keep our gut healthy.
How can we keep our microbiota in good health?
Dietary ingredients such as pre-, pro- and syn- biotics can positively support the microbiota.
Probiotics are live microorganisms that when administered in adequate amounts confer a health benefit, whereas prebiotics are food for beneficial bacteria. They are used by the good type of bacteria. Prebiotics positively impact the gut environment. They promote a healthy gut with an overall health benefit beyond the digestive tract. And synbiotics are a mixture of pre- and probiotics that can be complementary or synergistic.
Part of prebiotics are soluble dietary fibers that can modulate a selection of bacteria and demonstrate linked health benefits. All fibers are not prebiotics, and all prebiotics are not fibers. The health benefits of fibers are not the same for all fibers.
There are two types of fibers: soluble and insoluble. Insoluble fibers act as bulk and are non-viscous. Among the soluble fibers, some are viscous, and some aren’t. They have different mechanisms of action, with different associated health benefits. Most of the soluble fibers are used as a substrate in the colon to be fermented by the bacteria. NUTRIOSE® is a soluble and non-viscous fiber.
Studies show that NUTRIOSE® soluble fiber can be considered as a prebiotic that supports the growth and effectiveness of beneficial bacteria. In short, NUTRIOSE® helps keep the gut in good shape, all for your greater comfort! Its outstanding digestive tolerance makes it a good partner to fill the fiber gap and contributes to good gut health.
NUTRIOSE® is a range of soluble dietary fibers, obtained from non-GMO corn or wheat. They are simple to use and easy to supplement most types of food with fiber.
They also show health benefits demonstrated by clinical studies:
- low caloric value,
- blood glucose management thanks to low glycemic and insulinemic responses,
- gut health through a prebiotic effect,
- satiety and weight management,
- sustained energy release,
- and calorie reduction.
1. Kantar Food 360™ multi-country market research (2020), Innova Trends Survey 2020 and 2021
2. Innova Health & Nutrition Survey 2021
3. Innova Market Insights, 2022
4. FMCG GURUS, Survey, Global and regional prebiotics, January 2022
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