Tate & Lyle Research confirms value of fibre to consumers

The research reveals that people across Europe continue to struggle to meet their daily fibre intake, with a third of the survey’s 1,565 respondents admitting they do not consume enough fibre. Young people were most concerned.

These findings are part of Tate & Lyle’s ongoing research into European consumers’ attitudes towards labelling, ingredients and shopping habits.

What consumers want: fibre-rich food and drinks

Tate & Lyle’s research reveals that fibre is now seen by European consumers as almost as valuable as more established claims such as ‘low in fat’. 40% of the respondents rated fibre as an important benefit when purchasing products, while 72% said they would be willing to pay extra for products enriched with fibre (up from 50% in 2008 when we last asked this question in a survey on European consumers’ dietary preferences). 26% of the respondents suggested they would be willing to spend 20% or more for products which include a ‘high in fibre’ claim (again, up from 16% in 2008).

Jerome Tauzin, Product Manager for fibre at Tate & Lyle commented: “The results of our research show very clearly increased consumer awareness of the importance of fibre and the huge potential of high in fibre products. Growing numbers of consumers recognise that they are looking at ways to ensure they meet their daily fibre requirements.

“At Tate & Lyle, we are committed to helping manufacturers create affordable, fibre enriched food and drinks. Our health and wellness innovation centre houses researchers, application scientists, nutritionists, regulatory and quality experts and product management personnel, all of whom are available to help our customers formulate new products and improve existing ones.

“We are also opening Europe’s first dedicated polydextrose production line in January 2010, allowing us to manufacture a range of easy-to-use, low calorie, cost effective soluble fibres. It will also shorten the supply chain, make the product available in more user friendly forms and reduce the need for stock through the ‘Just in Time’ service.”

Tate & Lyle will exhibit at Food Ingredients Europe 09, Frankfurt from 17th to 19th November. Anne Barry, Consumer Science Officer, will present further details about the research on Wednesday 18th at 11.15am at Module T1.

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Methodology

A sample of 1565 European consumers aged 18-65 was interviewed online for about 20 minutes in July 2009, within the UK, Germany, France, Italy and Spain. The research was carried out by Harris Interactive, a leading global research consultancy with offices in the UK, Germany, France, USA, Hong Kong and Shanghai and Singapore.