Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
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- Different demographics want different products
- By gender
- By age
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- 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
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- 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?
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- Figure 5: Interest in foods with various fiber claims, by gender and presence of children in HH, January 2010
- Churros, anyone?
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- Figure 6: Interest in foods with various fiber claims, by race/Hispanic origin, January 2010
- Overcoming barriers to purchase
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- Figure 7: Fiber One television ad, 2009
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- Figure 8: Importance of fiber in the diet, by gender, January 2010
Inspire Insights
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- 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
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- Probiotics
- OTC stomach remedies
- The ultimate combination: OTC stomach remedies with probiotics
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- Figure 9: FDMx sales of gastrointestinal remedies, segmented by type, 2008 and 2009
Segment Performance
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- Key points
- Digestive claims are rare
- Segment snapshot
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- Figure 10: Top segments of new products with digestive claims, 2005-09
Market Drivers
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- Key points
- A fiber-deprived country
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- 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
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- Figure 13: Population, by age, 2005-15
- Consequences of a fiber-deprived diet
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- Figure 14: Incidence of diseases related to a lack of fiber, 2006-08
- Obesity causes GI ailments
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- 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
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- Figure 16: Select nutrition categories in chain drug stores, 2008/09
Digestive Innovation in Non-Alcoholic Beverages
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- 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
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- 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
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- Key points
- Category snapshot and fiber bars
- General Mills
- Other fiber bars
- Few salty snacks introduced
Digestive Innovation in Desserts and Ice Cream
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- Key points
- Fiber makes desserts healthier
Brands and the Advertising Landscape
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- Overview of the brand landscape
- General Mills
- Dannon
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- Figure 17: Advertising expenditures for leading brands, 2007-08
- Brand analysis overview
- General Mills (Fiber One and Yoplait)
- Fiber One
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- Figure 18: Fiber One television ad, 2009
- Figure 19: Brand analysis of Fiber One, 2010
- Yoplait
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- Figure 20: Yoplait television ad, 2009
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- Figure 21: Brand analysis of Fiber One, 2010
- Dannon
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- Figure 22: Dannon Activia television ad, 2009
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- Figure 23: Brand analysis of Dannon, 2010
Attitudes towards Health
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- Key points
- Women care more about healthy food
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- Figure 24: Attitudes towards food, by gender, April 2008-June 2009
- A minority care about health claims
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- Figure 25: Managing health, by gender, January 2010
- Over-55s concerned with GI issues
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- Figure 26: Managing health, by age, January 2010
Diet Management
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- Key points
- Overview
- Food for women; drinks for men
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- Figure 27: Approach to diet, by gender, January 2010
- Older Baby Boomers looking for the fountain of youth
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- Figure 28: Approach to diet, by age, January 2010
- Affluent and eating healthy
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- Figure 29: Approach to diet, by HH income, January 2010
Reasons for Eating Fiber
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- Key points
- Women are proactive; men are reactive
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- Figure 30: Reasons for fiber consumption/focus on digestive health, by gender, January 2010
- Fiber means different things to different demographics
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- Figure 31: Reasons for fiber consumption/focus on digestive health, by age, January 2010
Foods Eaten for Fiber Benefits
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- Key points
- Men drink it; women eat it
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- Figure 32: Food/drink consumed for fiber/digestive health benefits, by gender, January 2010
- Fiber in the home because of children
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- 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
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- Figure 34: Food/drink consumed for fiber/digestive health benefits, by age, January 2010
What They Want
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- Key points
- Women: It’s all about healthy digestion
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- Figure 35: Interest in foods with various fiber claims, by gender, January 2010
- Respondents aged 25-34 respond to added fiber, 33% more fiber
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- Figure 36: Interest in foods with various fiber claims, by age, January 2010
- Parents on the lookout for new products
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- Figure 37: Interest in foods with various fiber claims, by presence of children in HH, January 2010
Barriers to Purchase
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- Key points
- Men and young adults harbor negative feelings about fiber
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- Figure 38: Importance of fiber in the diet, by gender, January 2010
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- Figure 39: Importance of fiber in the diet, by age, January 2010
- $75K+: Sold on the importance of fiber
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- Figure 40: Importance of fiber in the diet, by HH income, January 2010
Children’s Health and Fiber Consumption
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- Key points
- Parents want fiber for their kids
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- Figure 41: Management of child/ren’s diet, January 2010
- Confused and conflicted about their child’s diet
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- Figure 42: Health of child/ren’s diet, January 2010
Impact of Race and Hispanic Origin
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- Key points
- Marketing fiber to Hispanics
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- Figure 43: Managing health, by race/Hispanic origin, January 2010
- Hispanics and blacks receptive to product claims
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- Figure 44: Interest in foods with various fiber claims, by race/Hispanic origin, January 2010
- Fiber-fortified big among Hispanics and blacks
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- Figure 45: Food/drink consumed for fiber/digestive health benefits, by race/Hispanic origin, January 2010
Cluster Analysis
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- Fiber Fans
- Who they are
- Opportunity
- Diet Conscious Consumers
- Who they are
- Opportunity
- Indifferents
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 46: Fiber attitudes clusters, January 2010
- Figure 47: Importance of fiber in the diet, by fiber attitudes clusters, January 2010
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- Figure 48: Approach to diet, by fiber attitudes clusters, January 2010
- Figure 49: Managing health, by fiber attitudes clusters, January 2010
- Cluster demographics
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- 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
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- Figure 53: Fiber attitudes clusters, by race/Hispanic origin, January 2010
- Cluster methodology
Custom Consumer Groups
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- Presence of children linked to interest in fiber
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- Figure 54: Importance of fiber in the diet, by marital status and presence of children in HH, January 2010
- Parents responsive to product claims
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- Figure 55: Interest in foods with various fiber claims, by gender and presence of children in HH, January 2010
- Dads buy fiber-rich products
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- 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
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- Attitudes towards health and diet
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- Figure 57: Attitudes towards food, by gender, April 2008-June 2009
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- Figure 58: Attitudes towards food, by age, April 2008-June 2009
- Boosting health and the importance of fiber
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- Figure 59: Managing health, by HH income, January 2010
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- Figure 60: Importance of fiber in the diet, by level of education attained, January 2010
- Fiber consumption and approach by race/Hispanic origin
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- Figure 61: Approach to diet, by race/Hispanic origin, January 2010
- Asians and Hispanics want fiber
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- Figure 62: Importance of fiber in the diet, by race/Hispanic origin, January 2010
- Fiber: a “Golden Bullet” for black consumers?
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- Figure 63: Reasons for fiber consumption/focus on digestive health, by race/Hispanic origin, January 2010
Appendix: Trade Associations
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