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Attitudes Toward Fiber and Digestive Health - US - April 2010

A number of factors suggest that products with added fiber or digestive claims should be well received by the American public. Mintel’s review of the category, however, shows that only a handful of products were introduced in 2009, and few of them matched well with consumers’ desires.

To that end, some of the key topics explored in this report include:

  • Which demographics are interested in fiber-rich foods and beverages—both naturally occurring and added
  • The types of products that have the most appeal
  • Specific recommendations for product development
  • Factors driving demand for products with digestive health benefits
  • Advertising and marketing ideas to capitalize on demand

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Americans don’t eat enough fiber…
                      • …but consumption may increase
                        • Segment snapshot
                          • Insights and opportunities
                            • Diet management
                              • Reasons for eating fiber
                                • By gender
                                  • By age
                                    • Foods turned to for fiber benefits
                                      • Barriers to purchase
                                        • What they want
                                          • Many alternatives to fiber-enriched products
                                          • Insights and Opportunities

                                            • Different demographics want different products
                                              • By gender
                                                • By age
                                                    • Figure 1: Reasons for fiber consumption/focus on digestive health, by age, January 2010
                                                    • Figure 2: Interest in foods with various fiber claims, by age, January 2010
                                                  • A magic transformation happens when children are at home
                                                      • Figure 3: Interest in foods with various fiber claims, by presence of children in HH, January 2010
                                                      • Figure 4: Food/drink consumed for fiber/digestive health benefits, by presence of children in HH, January 2010
                                                    • Who knew that dads care about fiber?
                                                      • Figure 5: Interest in foods with various fiber claims, by gender and presence of children in HH, January 2010
                                                    • Churros, anyone?
                                                        • Figure 6: Interest in foods with various fiber claims, by race/Hispanic origin, January 2010
                                                      • Overcoming barriers to purchase
                                                        • Figure 7: Fiber One television ad, 2009
                                                        • Figure 8: Importance of fiber in the diet, by gender, January 2010
                                                    • Inspire Insights

                                                        • Golden Bullet
                                                          • What it’s about
                                                            • Fiber as a cure-all
                                                              • Fiber as a profit center
                                                                • Opportunities for new fiber products with digestive claims
                                                                  • Living Better, Longer
                                                                    • What it’s about
                                                                      • Carpe diem
                                                                        • Baby Boomers hungry for fiber
                                                                        • Competitive Context

                                                                            • Probiotics
                                                                              • OTC stomach remedies
                                                                                • The ultimate combination: OTC stomach remedies with probiotics
                                                                                    • Figure 9: FDMx sales of gastrointestinal remedies, segmented by type, 2008 and 2009
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Digestive claims are rare
                                                                                      • Segment snapshot
                                                                                        • Figure 10: Top segments of new products with digestive claims, 2005-09
                                                                                    • Market Drivers

                                                                                      • Key points
                                                                                        • A fiber-deprived country
                                                                                            • Figure 11: Recommended fiber consumption, by age and gender, published 2002
                                                                                            • Figure 12: Actual fiber consumption, by age and gender, 2005-06
                                                                                          • An aging America gets GI issues
                                                                                              • Figure 13: Population, by age, 2005-15
                                                                                            • Consequences of a fiber-deprived diet
                                                                                                • Figure 14: Incidence of diseases related to a lack of fiber, 2006-08
                                                                                              • Obesity causes GI ailments
                                                                                                  • Figure 15: Age-adjusted prevalence of overweight and obesity among U.S. adults aged 20+, 1988-2006
                                                                                                • The recession wrecks the GI tract
                                                                                                  • Confusion about diet products can benefit the fiber category
                                                                                                    • Figure 16: Select nutrition categories in chain drug stores, 2008/09
                                                                                                • Digestive Innovation in Non-Alcoholic Beverages

                                                                                                  • Key points
                                                                                                    • Flat sales for the category
                                                                                                      • Fiber-enhanced fruit drinks are in season
                                                                                                        • Fiber-enhanced water on tap
                                                                                                          • Other interesting products
                                                                                                          • Digestive Innovation in Dairy

                                                                                                            • Key points
                                                                                                              • Yogurt snapshot
                                                                                                                • Stirring up innovation with yogurt
                                                                                                                  • A look at Yoplait
                                                                                                                    • Other innovations in digestive-focused yogurt
                                                                                                                      • Soymilk snapshot
                                                                                                                        • Innovation in soymilk
                                                                                                                        • Digestive Innovation in Snacks

                                                                                                                          • Key points
                                                                                                                            • Category snapshot and fiber bars
                                                                                                                              • General Mills
                                                                                                                                • Other fiber bars
                                                                                                                                  • Few salty snacks introduced
                                                                                                                                  • Digestive Innovation in Desserts and Ice Cream

                                                                                                                                    • Key points
                                                                                                                                      • Fiber makes desserts healthier
                                                                                                                                      • Brands and the Advertising Landscape

                                                                                                                                        • Overview of the brand landscape
                                                                                                                                          • General Mills
                                                                                                                                            • Dannon
                                                                                                                                              • Figure 17: Advertising expenditures for leading brands, 2007-08
                                                                                                                                            • Brand analysis overview
                                                                                                                                              • General Mills (Fiber One and Yoplait)
                                                                                                                                                • Fiber One
                                                                                                                                                    • Figure 18: Fiber One television ad, 2009
                                                                                                                                                    • Figure 19: Brand analysis of Fiber One, 2010
                                                                                                                                                  • Yoplait
                                                                                                                                                    • Figure 20: Yoplait television ad, 2009
                                                                                                                                                    • Figure 21: Brand analysis of Fiber One, 2010
                                                                                                                                                  • Dannon
                                                                                                                                                      • Figure 22: Dannon Activia television ad, 2009
                                                                                                                                                      • Figure 23: Brand analysis of Dannon, 2010
                                                                                                                                                  • Attitudes towards Health

                                                                                                                                                      • Key points
                                                                                                                                                        • Women care more about healthy food
                                                                                                                                                          • Figure 24: Attitudes towards food, by gender, April 2008-June 2009
                                                                                                                                                        • A minority care about health claims
                                                                                                                                                          • Figure 25: Managing health, by gender, January 2010
                                                                                                                                                        • Over-55s concerned with GI issues
                                                                                                                                                          • Figure 26: Managing health, by age, January 2010
                                                                                                                                                      • Diet Management

                                                                                                                                                        • Key points
                                                                                                                                                          • Overview
                                                                                                                                                            • Food for women; drinks for men
                                                                                                                                                              • Figure 27: Approach to diet, by gender, January 2010
                                                                                                                                                            • Older Baby Boomers looking for the fountain of youth
                                                                                                                                                              • Figure 28: Approach to diet, by age, January 2010
                                                                                                                                                            • Affluent and eating healthy
                                                                                                                                                              • Figure 29: Approach to diet, by HH income, January 2010
                                                                                                                                                          • Reasons for Eating Fiber

                                                                                                                                                            • Key points
                                                                                                                                                              • Women are proactive; men are reactive
                                                                                                                                                                • Figure 30: Reasons for fiber consumption/focus on digestive health, by gender, January 2010
                                                                                                                                                              • Fiber means different things to different demographics
                                                                                                                                                                • Figure 31: Reasons for fiber consumption/focus on digestive health, by age, January 2010
                                                                                                                                                            • Foods Eaten for Fiber Benefits

                                                                                                                                                              • Key points
                                                                                                                                                                • Men drink it; women eat it
                                                                                                                                                                  • Figure 32: Food/drink consumed for fiber/digestive health benefits, by gender, January 2010
                                                                                                                                                                • Fiber in the home because of children
                                                                                                                                                                  • Figure 33: Food/drink consumed for fiber/digestive health benefits, by presence of children in HH, January 2010
                                                                                                                                                                • Interest in foods with naturally occurring fiber higher among over-55s
                                                                                                                                                                  • Figure 34: Food/drink consumed for fiber/digestive health benefits, by age, January 2010
                                                                                                                                                              • What They Want

                                                                                                                                                                • Key points
                                                                                                                                                                  • Women: It’s all about healthy digestion
                                                                                                                                                                    • Figure 35: Interest in foods with various fiber claims, by gender, January 2010
                                                                                                                                                                  • Respondents aged 25-34 respond to added fiber, 33% more fiber
                                                                                                                                                                    • Figure 36: Interest in foods with various fiber claims, by age, January 2010
                                                                                                                                                                  • Parents on the lookout for new products
                                                                                                                                                                    • Figure 37: Interest in foods with various fiber claims, by presence of children in HH, January 2010
                                                                                                                                                                • Barriers to Purchase

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Men and young adults harbor negative feelings about fiber
                                                                                                                                                                      • Figure 38: Importance of fiber in the diet, by gender, January 2010
                                                                                                                                                                      • Figure 39: Importance of fiber in the diet, by age, January 2010
                                                                                                                                                                    • $75K+: Sold on the importance of fiber
                                                                                                                                                                      • Figure 40: Importance of fiber in the diet, by HH income, January 2010
                                                                                                                                                                  • Children’s Health and Fiber Consumption

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Parents want fiber for their kids
                                                                                                                                                                        • Figure 41: Management of child/ren’s diet, January 2010
                                                                                                                                                                      • Confused and conflicted about their child’s diet
                                                                                                                                                                        • Figure 42: Health of child/ren’s diet, January 2010
                                                                                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Marketing fiber to Hispanics
                                                                                                                                                                          • Figure 43: Managing health, by race/Hispanic origin, January 2010
                                                                                                                                                                        • Hispanics and blacks receptive to product claims
                                                                                                                                                                            • Figure 44: Interest in foods with various fiber claims, by race/Hispanic origin, January 2010
                                                                                                                                                                          • Fiber-fortified big among Hispanics and blacks
                                                                                                                                                                            • Figure 45: Food/drink consumed for fiber/digestive health benefits, by race/Hispanic origin, January 2010
                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                            • Fiber Fans
                                                                                                                                                                              • Who they are
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • Diet Conscious Consumers
                                                                                                                                                                                    • Who they are
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Indifferents
                                                                                                                                                                                          • Who they are
                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                                • Figure 46: Fiber attitudes clusters, January 2010
                                                                                                                                                                                                • Figure 47: Importance of fiber in the diet, by fiber attitudes clusters, January 2010
                                                                                                                                                                                                • Figure 48: Approach to diet, by fiber attitudes clusters, January 2010
                                                                                                                                                                                                • Figure 49: Managing health, by fiber attitudes clusters, January 2010
                                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                                • Figure 50: Fiber attitudes clusters, by gender, January 2010
                                                                                                                                                                                                • Figure 51: Fiber attitudes clusters, by age, January 2010
                                                                                                                                                                                                • Figure 52: Fiber attitudes clusters, by household income, January 2010
                                                                                                                                                                                                • Figure 53: Fiber attitudes clusters, by race/Hispanic origin, January 2010
                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                                • Presence of children linked to interest in fiber
                                                                                                                                                                                                    • Figure 54: Importance of fiber in the diet, by marital status and presence of children in HH, January 2010
                                                                                                                                                                                                  • Parents responsive to product claims
                                                                                                                                                                                                    • Figure 55: Interest in foods with various fiber claims, by gender and presence of children in HH, January 2010
                                                                                                                                                                                                  • Dads buy fiber-rich products
                                                                                                                                                                                                    • Figure 56: Food/drink consumed for fiber/digestive health benefits, by gender and presence of children in HH, January 2010
                                                                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                  • Attitudes towards health and diet
                                                                                                                                                                                                    • Figure 57: Attitudes towards food, by gender, April 2008-June 2009
                                                                                                                                                                                                    • Figure 58: Attitudes towards food, by age, April 2008-June 2009
                                                                                                                                                                                                  • Boosting health and the importance of fiber
                                                                                                                                                                                                    • Figure 59: Managing health, by HH income, January 2010
                                                                                                                                                                                                    • Figure 60: Importance of fiber in the diet, by level of education attained, January 2010
                                                                                                                                                                                                  • Fiber consumption and approach by race/Hispanic origin
                                                                                                                                                                                                    • Figure 61: Approach to diet, by race/Hispanic origin, January 2010
                                                                                                                                                                                                  • Asians and Hispanics want fiber
                                                                                                                                                                                                    • Figure 62: Importance of fiber in the diet, by race/Hispanic origin, January 2010
                                                                                                                                                                                                  • Fiber: a “Golden Bullet” for black consumers?
                                                                                                                                                                                                    • Figure 63: Reasons for fiber consumption/focus on digestive health, by race/Hispanic origin, January 2010
                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • American Cancer Society (ACS)
                                                                                                                                                                                                  • American College of Gastroenterology (ACG)
                                                                                                                                                                                                  • American Diabetes Association
                                                                                                                                                                                                  • American Dietetic Association (ADA)
                                                                                                                                                                                                  • American Heart Association, Inc.
                                                                                                                                                                                                  • American Obesity Association
                                                                                                                                                                                                  • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                  • Dannon Co
                                                                                                                                                                                                  • Food and Drug Administration
                                                                                                                                                                                                  • Frito-Lay, Inc
                                                                                                                                                                                                  • General Mills Inc
                                                                                                                                                                                                  • Greenfield Online
                                                                                                                                                                                                  • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                  • Henry J. Kaiser Family Foundation
                                                                                                                                                                                                  • Institute of Medicine
                                                                                                                                                                                                  • Kellogg Company
                                                                                                                                                                                                  • National Association of Realtors (NAR)
                                                                                                                                                                                                  • National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK)
                                                                                                                                                                                                  • National Institutes of Health
                                                                                                                                                                                                  • Pepsi-Cola North America
                                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                  • U.S. Department of Agriculture
                                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                                  • Wegmans Food Markets, Inc

                                                                                                                                                                                                  Attitudes Toward Fiber and Digestive Health - US - April 2010

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