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Attitudes Toward Fiber and Digestive Health - US - March 2012

Studies have consistently shown that most Americans do not eat the recommended daily allowance (RDA) of fiber. According to many studies, high-fiber diets can promote cardiovascular health and help one lose weight, both of which are important to millions of Americans. Indeed, it is becoming increasingly clear that fiber provides a variety of health related benefits and hence is a key macronutrient. Given that most Americans need to eat more fiber to achieve optimal health, it is not surprising that sales of fiber-enhanced products such as high fiber snack bars and cereals have been rising in recent years, despite the weak economy.

To help companies capitalize on growing demand for fiber-enriched packaged foods as well as supplements that aid digestive health, Mintel has published this report that addresses the following questions.

  • How are macro-level economic and health-related trends impacting demand for fiber-enriched food and drink as well as supplements that aid digestive health?
  • What sources do Americans most commonly use when seeking information about fiber and digestive health?
  • What types of new fiber-enhanced foods and supplements are manufacturers bringing to market?
  • How are companies marketing their high-fiber packaged foods and supplements?
  • What proportion of the U.S. population experiences at least some digestive problems?
  • What methods do consumers commonly use to manage digestive health?
  • What do Americans do to improve digestive health?
  • What types of supplements do consumers typically use, and what types are they interested in trying in the future?
  • Which demographic segments are most likely to use fiber-enhanced packaged food and supplements?

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Table of contents

  1. Scope and Themes

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

                  • Market conditions likely to drive significant growth in 2012
                    • Most are watching their diet
                      • Obesity trend and fiber deprivation also play a key role in driving demand
                        • Most recognize that fiber contributes to overall wellbeing
                          • Most manage digestive health partly with food naturally high in fiber
                            • Water and exercise often used to improve digestive health
                            • Insights and Opportunities

                              • Educate the masses to drive demand
                                • Figure 1: FiberOne food comparison table, 2012
                              • Fiber can add value to smoothies
                                • Fiber plus probiotic is the sweet spot
                                  • Consider claims carefully to avoid ire of the FDA and consumer backlash
                                  • Inspire Insights

                                      • Trend: Fauxthenticity
                                        • Trend: Edutainment
                                        • Market Drivers

                                          • Key points
                                            • Most Americans “watching” their diet
                                                • Figure 2: Watching diet and reasons for doing so, by gender, October 2009–December 2010
                                              • Obesity remains a key issue for consumers and public health programs
                                                • Figure 3: Incidence of being overweight or obese in the U.S. among adults aged 18+, 2005-10
                                                • Figure 4: Self-weight rating, by gender, April-May 2011
                                              • Most Americans do not consume enough fiber
                                                • Figure 5: Recommended fiber consumption, by age and gender, published 2002
                                                • Figure 6: Actual fiber consumption, by age and gender, 2005-06
                                              • Many, particularly those aged 55+, suffer from GI issues
                                                • Figure 7: Ailments experienced in past 12 months by age, April 2010-June 2011
                                              • Aging population will drive demand for digestive health
                                                • Figure 8: Population, by age, 2006-16
                                              • Improving economic conditions likely to drive growth
                                                • Figure 9: Unemployment trends, 2007-12
                                                • Figure 10: Consumer confidence trends, 2007-12
                                            • Competitive Context

                                              • BFY sales growth continues to outpace conventional snacks
                                                • Supplements compete with healthy home cooking
                                                • Innovations and Innovators—Overview

                                                  • Key points
                                                    • Number of new product introductions down in 2011
                                                      • Figure 11: Top 10 subcategories touting digestive health claims, 2006-11
                                                  • Innovations and Innovators—Supplements

                                                    • Key points
                                                      • Most innovative supplements provide multiple benefits
                                                        • Some add value with natural positioning
                                                          • Some products tout exceptional efficacy
                                                            • Private label options pose significant competitive threat
                                                            • Innovations and Innovators—Yogurt and Drinks

                                                              • Key points
                                                                • Spoonable yogurt an ideal delivery system for probiotics
                                                                  • Superfoods with probiotics becoming more common
                                                                    • Children’s products could become more common in 2012
                                                                    • Innovations and Innovators—Snacks and Cereals

                                                                      • Key points
                                                                        • More bars and snacks continue to come online to meet strong demand
                                                                          • Cereals are also a simple and tasty way to add fiber
                                                                          • Fiber and Digestive Health Information Sources

                                                                            • Key points
                                                                              • Professionals most frequently sought source of information
                                                                                • Figure 12: Fiber and digestive health information sources, by age, November 2011
                                                                              • Women more likely to use websites and magazines to learn
                                                                                • Figure 13: Fiber and digestive health information sources, by gender, November 2011
                                                                              • Middle- and upper-income segment more likely to use the internet for information
                                                                                • Figure 14: Fiber and digestive health information sources, by household income, November 2011
                                                                            • Marketing Strategies

                                                                              • Overview of the brand landscape
                                                                                • FiberPlus touts range of benefits and taste
                                                                                  • Figure 15: Brand analysis of FiberPlus, 2012
                                                                                • Television advertising
                                                                                  • Figure 16: FiberPlus television ad, 2011
                                                                                • Website
                                                                                  • Figure 17: KelloggsFiberPlus.com, 2012
                                                                                • Quaker Oats offers a flexible gourmet positioning
                                                                                  • Figure 18: Brand analysis of Quaker Oats, 2012
                                                                                • Television advertising
                                                                                  • Figure 19: Quaker Oats television ad, 2011
                                                                                • Website
                                                                                  • Figure 20: QuakerOats.com, 2012
                                                                                • Kashi maximizes perceived value with natural positioning and education
                                                                                  • Figure 21: Brand analysis of Kashi, 2012
                                                                                • Television advertising
                                                                                  • Figure 22: Kashi television ad, 2011
                                                                                • Website
                                                                                  • Figure 23: Kashi.com, 2012
                                                                                • FiberChoice
                                                                                  • Figure 24: Brand analysis of FiberChoice, 2012
                                                                                • Television advertising
                                                                                  • Figure 25: FiberChoice television ad, 2012
                                                                                • Website
                                                                                  • Figure 26: FiberChoice.com, 2012
                                                                                • Benefiber
                                                                                  • Figure 27: Brand analysis of Benefiber, 2012
                                                                                • Television advertising
                                                                                  • Figure 28: Benefiber television ad, 2012
                                                                                • Website
                                                                                  • Figure 29: Benefiber.com, 2012
                                                                                • Metamucil
                                                                                  • Figure 30: Brand analysis of Metamucil, 2012
                                                                                • Television advertising
                                                                                  • Figure 31: Metamucil television ad, 2011
                                                                                • Website
                                                                                  • Figure 32: Metamucil.com, 2012
                                                                              • Importance of Fiber to Health

                                                                                • Key points
                                                                                  • Most see a direct relationship between fiber and overall wellbeing
                                                                                    • Figure 33: Importance of fiber to various health concepts, by gender, November 2011
                                                                                  • Those aged 55+ more likely to recognize fiber is important for regularity
                                                                                    • Figure 34: Importance of fiber to various health concepts, by age, November 2011
                                                                                  • Lower income respondents more likely to recognize connection to immunity and energy
                                                                                    • Figure 35: Importance of fiber to various health concepts, by household income, November 2011
                                                                                  • Blacks and Hispanics more likely to recognize full range of benefits
                                                                                    • Figure 36: Importance of fiber to various health concepts, by race/Hispanic origin, November 2011
                                                                                • Digestive Health Self-Rating

                                                                                  • Key points
                                                                                    • Women less likely than men to report good digestive health
                                                                                      • Figure 37: Digestive health rating, by gender, November 2011
                                                                                    • Half of those aged 55+ report having “really good” digestive health
                                                                                      • Figure 38: Digestive health rating, by age, November 2011
                                                                                  • Importance of Digestive Health

                                                                                    • Key points
                                                                                      • Those with good digestive health more likely to rate it as important
                                                                                        • Figure 39: Importance of digestive health, by digestive health rating, November 2011
                                                                                      • Three out of four rate digestive health as “very important”
                                                                                        • Figure 40: Importance of digestive health, by gender, November 2011
                                                                                      • Mature respondents more likely to rate digestive health as “very important”
                                                                                        • Figure 41: Importance of digestive health, by age, November 2011
                                                                                    • Digestive Health Management

                                                                                      • Key points
                                                                                        • Most try to manage digestive health with fiber
                                                                                          • Figure 42: Managing digestive health, by gender, November 2011
                                                                                        • Those aged 45+ more likely to rely on fiber-rich foods and supplements
                                                                                          • Figure 43: Managing digestive health, by age, November 2011
                                                                                        • Consumption of fiber-rich foods most closely associated with good digestive health
                                                                                          • Figure 44: Managing digestive health, by importance of digestive health, November 2011
                                                                                        • Many Hispanics use foods with added fiber to manage digestive health
                                                                                          • Figure 45: Managing digestive health, by race/Hispanic origin, November 2011
                                                                                        • Most use OTC meds to treat various conditions
                                                                                          • Figure 46: Treatment of ailments, April 2010-June 2011
                                                                                      • Improving Digestive Health

                                                                                        • Key points
                                                                                          • Most report drinking more water to improve digestive health
                                                                                            • Figure 47: Steps taken to improve digestive health, by gender, November 2011
                                                                                          • 55+ segment more likely to seek out high-fiber foods to improve health
                                                                                            • Figure 48: Steps taken to improve digestive health, by age, November 2011
                                                                                        • Attitudes toward Fiber and Digestive Health

                                                                                          • Key points
                                                                                            • Most recognize the importance of fiber for good digestive health
                                                                                              • Figure 49: Attitudes toward fiber and digestive health, by gender, November 2011
                                                                                            • Those aged 45+ more likely to consider their diet healthy
                                                                                              • Figure 50: Attitudes toward fiber and digestive health, by age, November 2011
                                                                                            • Minorities more likely to view added fiber as good
                                                                                              • Figure 51: Attitudes toward fiber and digestive health, by race/Hispanic origin, November 2011
                                                                                            • Consider cross-merchandising supplements with fiber-enriched foods
                                                                                              • Figure 52: Attitudes toward fiber and digestive health, by attitudes toward fiber and digestive health, November 2011
                                                                                          • Product Trial and Interest

                                                                                            • Key points
                                                                                              • Many have at least some interest in supplements
                                                                                                • Figure 53: Use of and interest in fiber supplement forms, November 2011
                                                                                              • Women more likely to have used or have an interest in pills and tablets
                                                                                                • Figure 54: Use of and interest in fiber supplement forms, by gender, November 2011
                                                                                              • Young adults more likely to have used supplements or have an interest
                                                                                                • Figure 55: Use of and interest in fiber supplement forms, by age, November 2011
                                                                                              • Asians more likely to have an interest in strips, patches, and chocolate
                                                                                                • Figure 56: Use of and interest in fiber supplement forms, by race/Hispanic origin, November 2011
                                                                                            • BMI and Fiber

                                                                                              • Key points
                                                                                                • There’s a clear relationship between obesity and digestive health
                                                                                                  • Figure 57: Digestive health rating, by BMI, November 2011
                                                                                                • Obese appear somewhat less motivated to improve digestive health
                                                                                                  • Figure 58: Importance of digestive health, by BMI, November 2011
                                                                                                • Obese no less likely to use fiber supplements
                                                                                                  • Figure 59: Managing digestive health, by BMI, November 2011
                                                                                                • Obese far less likely to view their diet as “healthy”
                                                                                                  • Figure 60: Attitudes toward fiber and digestive health, by BMI, November 2011
                                                                                              • Custom Consumer Groups

                                                                                                • Key points
                                                                                                  • Men of all ages more likely to report “really good” digestive health
                                                                                                      • Figure 61: Digestive health rating, by gender and age, November 2011
                                                                                                    • Vast majority of mature women rate digestive health as “very important”
                                                                                                      • Figure 62: Importance of digestive health, by gender and age, November 2011
                                                                                                    • Nearly half of mature women eat fiber-enriched foods
                                                                                                        • Figure 63: Managing digestive health, by gender and age, November 2011
                                                                                                      • Young men have greatest need for education
                                                                                                          • Figure 64: Attitudes toward fiber and digestive health, by gender and age, November 2011
                                                                                                        • Target young men with powders, liquids, and fortified candy
                                                                                                            • Figure 65: Use of and interest in fiber supplement forms, by gender and age, November 2011
                                                                                                        • Appendix—Other Useful Consumer Tables

                                                                                                            • Figure 66: Digestive health rating, by household income, November 2011
                                                                                                            • Figure 67: Digestive health rating, by race/Hispanic origin, November 2011
                                                                                                            • Figure 68: Importance of digestive health, by household income, November 2011
                                                                                                            • Figure 69: Managing digestive health, by household income, November 2011
                                                                                                            • Figure 70: Steps taken to improve digestive health, by household income, November 2011
                                                                                                            • Figure 71: Attitudes toward fiber and digestive health, by household income, November 2011
                                                                                                            • Figure 72: Attitudes toward fiber and digestive health, by attitudes toward fiber and digestive health, November 2011
                                                                                                            • Figure 73: Use of and interest in fiber supplement forms, by household income, November 2011
                                                                                                            • Figure 74: Steps taken to improve digestive health, by BMI, November 2011
                                                                                                            • Figure 75: Importance of fiber to various health concepts, by BMI, November 2011
                                                                                                            • Figure 76: Steps taken to improve digestive health, by gender and age, November 2011
                                                                                                            • Figure 77: Importance of fiber to various health concepts, by gender and age, November 2011
                                                                                                        • Appendix: Trade Associations

                                                                                                          Companies Covered

                                                                                                          • American College of Gastroenterology (ACG)
                                                                                                          • American Dietetic Association (ADA)
                                                                                                          • American Obesity Association
                                                                                                          • CNS, Inc.
                                                                                                          • Consumer Healthcare Products Association (CHPA)
                                                                                                          • CVS Caremark Corporation
                                                                                                          • Garden of Life, Inc.
                                                                                                          • General Mills Inc
                                                                                                          • GNC Corporation
                                                                                                          • Grocery Manufacturers Association (GMA)
                                                                                                          • Henry J. Kaiser Family Foundation
                                                                                                          • Kashi Co. Inc.
                                                                                                          • Kellogg Company
                                                                                                          • Lifeway Foods Inc.
                                                                                                          • Procter & Gamble Company (The)
                                                                                                          • Quaker
                                                                                                          • Schiff Nutrition International, Inc.
                                                                                                          • Starbucks Corporation

                                                                                                          Attitudes Toward Fiber and Digestive Health - US - March 2012

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