New research released by Tate & Lyle revealed that the explosion of consumer interest in health and wellness in recent years shows no sign of abating. Consistent with results from previous studies, 91 percent of the 4,050 consumers surveyed consider themselves to be in good health, although more than before they believe they are overweight. As a result, 64 percent of consumers questioned said they had shown a greater interest in eating healthily over the past two years.
The increased interest in health and wellness was reflected in consumers’ views on labeling, with a majority saying they are reading labels when choosing foods and drinks to decide whether they are making a healthy choice. 72 percent of parents also claim to be paying more attention to the ingredients used in products for their children.
The findings also confirm a growing awareness of the importance of fiber. Most respondents are clearly looking for added benefits, such as digestive health and weight management, while over two thirds of parents believe that fiber is an important part of their child’s diet.
Commenting on the survey findings, Jerome Tauzin, Tate & Lyle’s Product Manager, Fiber, Europe, Middle East and Africa, said: “One way that companies can meet the demand for healthy products is by boosting fiber content in foods and beverages. Although 40 percent of respondents are still worried that higher fiber content could alter the taste of products, Tate & Lyle’s dietary fibers range has been shown to provide products with great taste.”
“The really good news is that Tate & Lyle has shown that half of the European consumers surveyed are willing to pay more for a product with a fiber claim on-pack across all categories, from baked goods, to dairy and beverages. This is especially good since the study was conducted during a period when the economy was already under pressure.”
Tate & Lyle’s new consumer research provides important insight on how to communicate with consumers about higher fiber content products and highlights appealing label statements for consumers. “Consumers want simple, concise labels which clearly show a product’s health benefits, to make shopping decisions easier,” explained Jerome Tauzin. “For instance, a claim about ’digestive health’ for beverages received top score in all countries.”