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More Needs to be Done: Nutrition Data Reveal Packaged Food and Soft Drinks Deliver too Little Fibre

June 2015

At 4.3g per person per day, the global consumer still purchases too little fibre from packaged food and soft drinks. Given the favourable regulatory environment that allows companies to benefit from fibre-related health claims, manufacturers have the opportunity to increase the fibre content in packaged food and soft drinks to help consumers achieving the 25-30g of fibre per day recommended by the World Health Organization. This report identifies category and regional fibre reformulation opportu

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Packaged food and soft drinks deliver 4.3g of fibre per capita per day

Globally in 2014, packaged food and soft drinks deliver 4.3g of fibre per capita per day, making a significant contribution to the WHO?s 25-30g recommended intake level, but with significant room for increases. At 30.8g per capita per day, Turkey is the only country in which consumers reach the WHO?s daily recommended fibre intake just from packaged food and soft drinks.

Bakery is the main source of fibre purchased from packaged food and soft drinks globally

Bakery is the main source of fibre globally, accounting for 67% of total fibre purchased from packaged food and soft drinks in Western Europe and with similar high figures in other regions, with the exception of Asia Pacific, where the category is overtaken by dairy and juice, which each account for about 15% of fibre purchased from packaged food and soft drinks

Countries that source too little fibre from packaged food and soft drinks offer opportunities

Countries which have relatively high per capita expenditure on packaged food and soft drinks but low fibre purchased from such categories offer opportunities. Saudi Arabia for instance has the 13th largest per capita value sales of juice but sources only 0.37g per capita per day from the category, highlighting the possibility of offering to Saudi consumers high fibre juice to increase fibre intake.

Manufacturers need to increase fibre in food to capitalise on health claims

Non-dairy milk alternatives are expected to grow at a 12% CAGR in value terms over 2014-2019. Manufacturers should increase the fibre content from 2.7g per 100g to reach the minimum 3g needed for the health claim, given that the dairy category offers only 0.3g of fibre per 100g on average at global level.

Dairy to deliver 212,000 tonnes more of fibre by 2019

With 212,000 tonnes more of fibre purchased by consumers by 2019, dairy is the category that is expected to deliver the most significant growth as a source of fibre in packaged food and soft drinks.

Introduction

Scope
Introducing Passport Nutrition
Research methodology for Passport Nutrition
Key findings
Did you know?

Fibre: Recommended Intake

25-30g per day WHO recommendation

Categories and Geographies

Packaged food to continue to play a role as a source of fibre
Scope exists for more fibre in packaged food and soft drinks
Turkey is on top, but Nordic consumers are more balanced
Saudi Arabia and a few European countries could do more
China and India offer opportunities
Asia not so keen on fibre from bakery
Bakery is the staple fibre source for the global consumer
Bakery offers little opportunity for growth
High f ibre food feels the pressure from protein hype

The Operating Environment

Consumer awareness of the importance of fibre is high
Regulatory agencies are on manufacturers’ side
Fragmentation offers potential for new entrants
Oats: An exception in breakfast cereals
High fibre and protein drive new product launches in dairy
Fibre and protein for breakfast on the go
Fibre content drives bakery sales

Opportunities for Expansion

Good growth opportunities in “liquid” fibre
Manufacturers should increase fibre in juice
Dairy products and alternatives to ensure growth
H igh fibre noodles and bakery to bring further growth
Opportunities exists across all regions
Recommendations
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