Dispatches from HiE 2010

Meeting consumer demands for added fibre

By Nathan Gray

- Last updated on GMT

Related tags: Nutrition

Research in North America, Europe and Asia shows that consumers understand fibre and the potential health benefits, and there is a strong consumer demand, says Tate & Lyle’s Sandra Einerhand.

Dr Einerhand, director of health and nutritional science, Tate & Lyle, explained to Nathan Gray at the HiE trade show in Madrid that the company’s own global research highlights the consumer demand for fibre-rich products, and that it applies to all the age groups.

“The majority of consumers understand the word ‘fibre’, and they also understand ‘dietary fibre’, but it gets a bit more complicated when you’re talking about prebiotics, or talking around soluble and insoluble fibre,”​ explained Dr Einerhand.

“It is important to be aware of the fact that how you label the fibre will determine if consumers directly understand what you mean.”

And understand how consumers view the potential health benefits can help food formulators meet consumers needs. “Consumers associate fibre with digestive health, feeling regular, maintaining healthy digestive […] beyond that it’s about weight management,”​ she explained

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