Content area
Full Text
Consumers are becoming increasingly health conscious and are demanding natural, wholesome, health-promoting foods. They are also increasingly interested in foods that can help manage diseases. The typical U.S. diet is rich in fat. carbohydrates. and animal protein but low in dietary fiber. Consequently, conditions such as constipation and obesity and diseases such as type II diabetes, certain cancers, heart disease, and others are on the rise.
Importance of Fiber and Healthy Diets to Consumers
Functional ingredients such as fiber are viewed positively by consumers. A recent U.S. survey showed that fiber was one of the top three health-related food items sought by consumers (3). The International Food Information Council (IFIC) Foundation has been tracking consumer perceptions of functional foods since 1996 (22,23,25). The IFIC February 2000 quantitative study with 1,000 adults confirmed that Americans overwhelmingly accept functional foods and are incorporating them into their diets (23). Most Americans (93%) believe that certain foods reduce disease risk or other health concerns. Thirty-three percent of Americans are adding foods or ingredients to their diet to improve their health, and 59% are eating as many as three foods every day for their functional health benefits. Heart health (45%) and reduced risk of cancer (31%) are the top health concerns for Americans. Fiber was one of the key functional nutrients discussed in the qualitative study (six focus groups in three markets). Associations between fiber and intestinal health or reduced risk of cancer were two of the messages that were positively received by participants.
In a similar series of six focus groups in 1999 (22), even unmotivated consumers said they would be open to consuming functional food components if they were added to foods they already eat and like. Based on their positive responses, there is an opportunity to add fiber to products, allowing consumers to eat indulgent foods they like thai may be perceived as unhealthy. IFICs March 2002 survey (25) with 1,004 adults confirmed earlier findings and found that fiber and oats/oat bran/oatmeal were two of the top 10 food ingredients consumers identified as having a health benefit beyond basic nutrition. The majority of consumers (53%) associate fiber and other foods with heart health. More consumers (71%) believe that nutrition plays a greater role in health compared...