Lisa Schofield01.01.08
Not too long ago, fiber was considered an elderly person's supplement, and taking it resulted in "fiber face," while the person gulped down the gritty, ever-thickening substance. There wasn't much choice out there, and rarely did people speak about being "irregular," as it was still an uncouth subject matter in conversation.
But times have changed. Fiber not only helps naturally promote a healthy bowel system, it also helps lower cholesterol, balance blood glucose, and promote healthy physiology and well-being.
As one example of how a fiber ingredient has reflected clinical research findings, Catherine LeCareux, marketing manager for Bio Serae, Bram, France, pointed to the company's NeOpuntia patented cactus fiber, which when launched, addressed the support of weight management as studies have shown. More recent clinical work has demonstrated that it plays a role in balancing blood lipids linked to Syndrome X. "This latter study helped broaden NeOpuntia's field of applications, and thus opened new market opportunities," she said.
Historically, observed Eric Workman, global marketing manager for Fortefiber Soluble Dietary Fiber, Dow Chemical Co., Midland, MI, fiber has been seen as a commodity, something needed to help promote healthy bowel function. As research and development has advanced, the food industry has been presented with an array of fiber sources that exert other health benefits.
More recent clinical data now enables food formulators to compare the efficacies of various fibers (e.g., beta-glucan, psyllium, HPMC, guar) in providing various health benefits. "These innovations have helped formulators develop foods with added benefits, in response to consumer desires. With so many fiber products available-all with different properties-formulators now have a broader range of products to choose from to meet specific product goals or make differentiating label claims," Mr. Workman commented.
Rhonda Witwer, business development manager, Nutrition, National Starch Food Innovation, Bridgewater, NJ, stresses that the most significant evolution in fiber over the past five years has been the discoveries of the health benefits of particular types of fiber, such as the benefits from the fermentation of a specific dietary fiber within the large intestine, a niche in which National Starch is expert. Natural resistant starch has been used as a fiber source in the food industry for more than 10 years, she says, but recent research is revealing that its fermentation exerts more profound health benefits than previously thought.
"Industry and the general public have known for years that fiber provides bulking, which is one major mechanism of fiber," she explained. For instance, wheat fiber (a non-starch polysaccharide), psyllium and cellulose are well-known for treating constipation and promoting regularity. Scientific evidence with beta-glucan from oats and barley have demonstrated that viscosity is important for lowering the absorption of cholesterol and more recently, it has been demonstrated that they lower the absorption of glucose. "Within the last five years, fermentation has become the third major mechanism of dietary fiber, with important benefits being discovered due only to fermentation," Ms. Witwer says.
As consumers seek more attractive (i.e., tasty) ways of obtaining the DRI (daily recommended intake) or more of fiber, the challenge has been to deliver fiber in a more convenient, concentrated form, relates Kristina Williams, vice president of marketing and sales for Natraceutical Canada Inc., Edmonton, Alberta, Canada. Traditionally, the fiber conundrum revolved around how to deliver fiber in a concentrated form without destroying the inherent health benefits connected to oat bran/oat flour. In recent years, Ms. Williams claims techniques have been developed and refined for concentrating oat fiber, while retaining the molecular structure of the oat bran/flour. Such concentrated fibers, she points out, can deliver the same health benefits as the starting oat bran/flour.
Similarly, another recent significant breakthrough in nutritional fiber technology evolved from the optimization of solvent less, mechanical shearing extraction of the oat and barley brans, according to Hartley Pond, technical sales specialist, Van Drunen Farms/ Futureceuticals, Momence, IL-the company's Nutrim, Calorie Control Trim and Barley Trim lines are made from this USDA-developed patented technology, which has been refined to deliver higher concentrations of soluble fiber and beta-glucans from oat and barley.
"The result is that formulators can now deliver therapeutic levels of oat and barley soluble fiber in functional foods, snacks and bakery applications without negatively impacting the flavor, texture and quality of foods," Mr. Pond explained. "The FDA allows for a strong health claim on food products that contain soluble fiber from oat or barley at the 0.75 gram per serving level, that oat and barley soluble fiber may help reduce cholesterol and the risk of coronary heart disease. Prior to the development of this technology, adding soluble fiber at the 0.75 gram concentration would make food either too bulky or gritty in texture," he added.
Innovative fiber products for regularity and good health have abounded. Take Metamucil, for example. Procter & Gamble Co.'s Metamucil Fiber Powdered Drink Mixes promote heart health and are offered in popular beverage flavors such as Berry Burst and Orange, and in smooth texture or milled original texture. One serving provides 3 grams of fiber. Metamucil Fiber Wafers can serve adequately as a psyllium-rich quick breakfast or snack in Apple or Cinnamon flavors.
Procter & Gamble Co. also makes Fibersure, a clear-mixing fiber supplement that disperses and appears to vanish in beverages or foods. Competing with this is Benefiber from Novartis. Both products are free of any taste, and do not alter the texture or flavor profile of anything into which it is mixed. In addition, it does not gel or sediment, as with fiber powders of yore. Better yet, both products can enhance the nutritional profile of cooked or baked foods. Benefiber, meanwhile, also comes in chewable form, in Orange Crme and Assorted Fruit flavors.
"The possibilities for this new generation of fiber materials are endless!" Mr. Workman enthuses. "Fiber chewables, gummies, and related products have tremendous appeal to kids, which will help to fulfill a market need. The convenience is attractive to all consumers."
Ms. Williams agrees, noting that chewable tablets, for example, are excellent for delivering fiber to consumers who find capsules difficult to swallow. "Disappearing fiber might be appealing to consumers, however if the fiber does not have viscosity (ability to bind with water to form a soft gel) the health benefits will be limited. Most fibers have benefits for gut health, however improved glycemic response, weight loss and improved cholesterol are linked specifically to viscous soluble fibers," she said.
"Certainly the 'disappearing' fibers and fibers that are 100% soluble or go into a clear solution are extremely attractive to marketers and consumers," Mr. Pond remarked. "And this ability to add significant levels of fiber without impacting the visual, textural or mouthfeel appreciation of a product is important. Also, the ability to add fiber as a replacement for high fat contents in foods is a novel and critical development for consumer acceptance."
Healthy fibers have also been specifically developed for use in functional foods, such as baked items and soups. For example, TIC Gums of Belcamp, MD, supplies Ticaloid LC-SR5, which allows manufacturers to boost the soluble dietary fiber content of bread products. According to Dr. Mar Nieto, senior principal scientist, the fortification of bread was challenging in the past due to the delicate gluten structure that is either destroyed or weakened with the addition of soluble fiber at a functional dose. Ticaloid LC-SR5 enables both soluble and insoluble fiber levels to be increased without negatively changing the texture of the bread.
TIC Gums has also developed Caragum 200, which replaces starch and roux in soups, sauces, and gravies, improves mouthfeel, and provides freeze/thaw stability without masking delicate flavors, according to Dr. Nieto, adding that a 100% organic version of Caragum 200 is also available. Nutriloid 7000 is used to increase the soluble dietary fiber content in soups and sauces without increasing the viscosity of the finished product.
Innovation in fiber products is a result not only of technology in manufacturing, but also in research demonstrating clear benefit of the various fibers. Quite a few suppliers have and continue to invest in clinical investigations to support efficacy and mechanism of action of their specific fiber ingredients in human health, opening wider the potential target opportunities.
Natraceutical Canada has conducted several studies on the health benefits of Viscofiber. According to Ms. Williams, the latest study reviewed Viscofiber's importance for the feeling of fullness in relation to weight loss. In this study, Viscofiber caused a significant weight loss, and satiety (the feeling of fullness) significantly increased. These results, she offers, may be explained by the increase in specific gut hormones.
Tate & Lyle continues to work with the scientific community on several clinical studies to determine the nutritional properties of its Promitor dietary fibers. Dr. Susan Potter, vice president of nutritional sciences, and her team have also worked with Leatherhead Food International, Surrey, U.K., to determine the prebiotic properties of the Promitor range of fibers. "The research confirmed that Promitor Resistant Starch and Promitor Soluble Corn Fiber are prebiotic fibers that are well tolerated and have a low glycemic response," she states.
In vitro studies on Promitor soluble corn fiber have shown that it supports the selective growth of beneficial bacteria (probiotics) and suppresses the growth of detrimental bacteria. "This indicates that the chemical structure of soluble corn fiber is such that it resists digestion in the small intestine and provides the appropriate structure for use by beneficial bacteria in the large intestine, leading to positive health benefits, such as immune efficiency," Dr. Potter explained.
Fiber-based supplements and functional foods that can promote healthy blood sugar/glycemic response are extremely attractive to consumers who are concerned they are "pre-diabetic," and want to prevent a diagnosis of diabetes type II.
Results of the latest clinical study of Bio Serae's NeOpuntia show the positive effect of NeOpuntia on balancing blood lipids, which are associated with Syndrome X diagnosis. The study, published in Advances in Therapy (Sep-Oct 2007;24(5):1115-25) highlighted NeOpuntia's ability to improve the level of HDL cholesterol, an effect observed particularly in females older than 45, where the consumption of NeOpuntia increased HDL cholesterol by over 7%, which can be associated with reduced cardiovascular risk (Lipid Research Clinics Coronary Primary Prevention Trial).
"What's more," said Ms. LeCareux, "forty-two females taking NeOpuntia with no additional hypolipemic treatment, had a pronounced reduction in LDL cholesterol, especially after day 14. And, at the study's end, 39% of the NeOpuntia group, but only 8% of the placebo group, were no longer diagnosed with metabolic syndrome. Results of this clinical study indicate an advantage of using NeOpuntia in dietary supplements and functional foods because of improvement of blood lipid parameters associated with cardiovascular risks.
Results of six-week double-blind, parallel studies demonstrated that Dow's Fortefiber in a 4-gram daily dose reduced peak insulin levels by 35% and postprandial glucose levels by 14%; and a 1-gram daily dose reduced peak insulin levels by 16%, and a 5-gram daily dose of Fortefiber was shown to reduce total cholesterol levels by 8%, and reduce LDL levels by 12%.
National Starch's Hi-maize resistant starch was the subject of numerous studies during 2007, according to Ms. Witwer. Notably, a clinical study published in Chinese Journal of Preventive Medicine (March 2007;41(2):101-104) demonstrated increased insulin sensitivity and reduced BMI (body mass index) in type II diabetics. This supports two previously published studies demonstrating increased insulin sensitivity in healthy individuals (Robertson 2003, and 2005).
In another study, animals fed Hi-maize as the low glycemic index starch had significantly (50%) less body fat than animals fed digestible cornstarch as the high glycemic index starch (The FASEB Journal, 2007;21:352-3). "The researchers demonstrated that Hi-maize resistant starch increases the genetic expression of the satiety hormones GLP-1 and PYY, but that cellulose did not," Ms. Witwer explained. "This clearly shows that the fermentation is the mechanism of action-not bulking. Thus, fibers that provide bulking but are minimally fermented cannot deliver benefits deriving from fermentation."
A recent study carried out by the Agricultural Research Service (part of USDA) on Van Drunen Farms/Futureceuticals' BarleyTrim extract showed efficacy in reducing plasma glucose and insulin response in mildly insulin resistant men, Mr. Pond reports. "Soluble fiber from barley increases the viscosity of foods and can slow glucose uptake. Elevated cholesterol and plasma glucose and insulin levels are core symptoms of people at risk of developing diabetes, currently a major health concern in the U.S. The incorporation of barley soluble fiber and beta-glucan provides a healthy and natural way to potentially modulate elevated blood glucose and insulin levels, as well as cholesterol," he said.
Consumers finally seem to understand that fiber has more than one benefit, yet they still don't ingest enough. According to Tate & Lyle's Dr. Potter, a typical diet in the U.S. and Europe does not meet the daily recommended intake (DRI) of fiber and this may be linked to low consumer expectations surrounding the taste and texture of high or added fiber products. "Tate & Lyle's research shows that consumers clearly understand that fiber can be good for their health. But we also know that the consumers' eating experience must be about the product they've chosen, not the fiber that's in it," she asserts.
In addition, Dr. Potter points out, current fiber intake for men and women in the U.S. ranges between 12 and 16 grams per day, whereas the DRI is 25 grams per day for women and 38 grams per day for men. Tate & Lyle's own research found that about two-thirds of consumers they surveyed in the U.S. acknowledge that fiber helps to promote digestive health and the immune system, with the majority recognizing fiber's ability to manage hunger and so potentially help in managing body weight. The research also found that 57% of surveyed U.S. parents believe fiber to be useful in maintaining children's health. "However," she emphasizes, "just 12% of U.S. respondents believe that products that help you maintain digestive health and the immune system can 'taste good.' We believe that there is tremendous opportunity for food manufacturers to give consumers the fiber they 'need to eat' in the products they 'want to eat.'"
National Starch has been collaborating with market research firm HealthFocus International, St. Petersburg, FL, for several years to identify the benefits of fiber and resistant starch that consumers find most appealing. For instance, Ms. Witwer offers, more than 40% of primary grocery shoppers think that "helps maintain healthy blood sugar levels as part of a high fiber diet" is an extremely or very important labeling claim, even though they've never seen this claim on food products.
At the same time, she said, "Consumers are concerned about how fiber will impact the taste and texture of their foods. They are also concerned with the digestive side effects (gas, bloating) of fermentation. And they strongly agree that fiber foods don't taste good, aren't convenient, and are difficult to integrate into their diet."
Mr. Pond observes that a majority of consumers understand the importance of fiber in their diet, but want to be able to increase fiber consumption without sacrificing the sensory quality of foods-a smooth, "fat mimetic" mouthfeel is a key element in foods and those foods that have this quality will enjoy success in the market. Therefore, says Mr. Pond, "Improving the consumer acceptance of high fiber foods depends heavily on developing products that do not have unwanted attributes such as grittiness, which is often associated with high fiber products."
Vastly improved versatility, continued clinical research, and consumers who want to stave off Syndrome X and diabetes type II-and of course, the prevention of "fiber face," which may lead some to investigate Botox injections-all describe aptly the exciting state of the fiber category today.
But times have changed. Fiber not only helps naturally promote a healthy bowel system, it also helps lower cholesterol, balance blood glucose, and promote healthy physiology and well-being.
Fabulous Fiber Trends
As one example of how a fiber ingredient has reflected clinical research findings, Catherine LeCareux, marketing manager for Bio Serae, Bram, France, pointed to the company's NeOpuntia patented cactus fiber, which when launched, addressed the support of weight management as studies have shown. More recent clinical work has demonstrated that it plays a role in balancing blood lipids linked to Syndrome X. "This latter study helped broaden NeOpuntia's field of applications, and thus opened new market opportunities," she said.
Historically, observed Eric Workman, global marketing manager for Fortefiber Soluble Dietary Fiber, Dow Chemical Co., Midland, MI, fiber has been seen as a commodity, something needed to help promote healthy bowel function. As research and development has advanced, the food industry has been presented with an array of fiber sources that exert other health benefits.
More recent clinical data now enables food formulators to compare the efficacies of various fibers (e.g., beta-glucan, psyllium, HPMC, guar) in providing various health benefits. "These innovations have helped formulators develop foods with added benefits, in response to consumer desires. With so many fiber products available-all with different properties-formulators now have a broader range of products to choose from to meet specific product goals or make differentiating label claims," Mr. Workman commented.
Rhonda Witwer, business development manager, Nutrition, National Starch Food Innovation, Bridgewater, NJ, stresses that the most significant evolution in fiber over the past five years has been the discoveries of the health benefits of particular types of fiber, such as the benefits from the fermentation of a specific dietary fiber within the large intestine, a niche in which National Starch is expert. Natural resistant starch has been used as a fiber source in the food industry for more than 10 years, she says, but recent research is revealing that its fermentation exerts more profound health benefits than previously thought.
"Industry and the general public have known for years that fiber provides bulking, which is one major mechanism of fiber," she explained. For instance, wheat fiber (a non-starch polysaccharide), psyllium and cellulose are well-known for treating constipation and promoting regularity. Scientific evidence with beta-glucan from oats and barley have demonstrated that viscosity is important for lowering the absorption of cholesterol and more recently, it has been demonstrated that they lower the absorption of glucose. "Within the last five years, fermentation has become the third major mechanism of dietary fiber, with important benefits being discovered due only to fermentation," Ms. Witwer says.
As consumers seek more attractive (i.e., tasty) ways of obtaining the DRI (daily recommended intake) or more of fiber, the challenge has been to deliver fiber in a more convenient, concentrated form, relates Kristina Williams, vice president of marketing and sales for Natraceutical Canada Inc., Edmonton, Alberta, Canada. Traditionally, the fiber conundrum revolved around how to deliver fiber in a concentrated form without destroying the inherent health benefits connected to oat bran/oat flour. In recent years, Ms. Williams claims techniques have been developed and refined for concentrating oat fiber, while retaining the molecular structure of the oat bran/flour. Such concentrated fibers, she points out, can deliver the same health benefits as the starting oat bran/flour.
Similarly, another recent significant breakthrough in nutritional fiber technology evolved from the optimization of solvent less, mechanical shearing extraction of the oat and barley brans, according to Hartley Pond, technical sales specialist, Van Drunen Farms/ Futureceuticals, Momence, IL-the company's Nutrim, Calorie Control Trim and Barley Trim lines are made from this USDA-developed patented technology, which has been refined to deliver higher concentrations of soluble fiber and beta-glucans from oat and barley.
"The result is that formulators can now deliver therapeutic levels of oat and barley soluble fiber in functional foods, snacks and bakery applications without negatively impacting the flavor, texture and quality of foods," Mr. Pond explained. "The FDA allows for a strong health claim on food products that contain soluble fiber from oat or barley at the 0.75 gram per serving level, that oat and barley soluble fiber may help reduce cholesterol and the risk of coronary heart disease. Prior to the development of this technology, adding soluble fiber at the 0.75 gram concentration would make food either too bulky or gritty in texture," he added.
Innovative fiber products for regularity and good health have abounded. Take Metamucil, for example. Procter & Gamble Co.'s Metamucil Fiber Powdered Drink Mixes promote heart health and are offered in popular beverage flavors such as Berry Burst and Orange, and in smooth texture or milled original texture. One serving provides 3 grams of fiber. Metamucil Fiber Wafers can serve adequately as a psyllium-rich quick breakfast or snack in Apple or Cinnamon flavors.
Procter & Gamble Co. also makes Fibersure, a clear-mixing fiber supplement that disperses and appears to vanish in beverages or foods. Competing with this is Benefiber from Novartis. Both products are free of any taste, and do not alter the texture or flavor profile of anything into which it is mixed. In addition, it does not gel or sediment, as with fiber powders of yore. Better yet, both products can enhance the nutritional profile of cooked or baked foods. Benefiber, meanwhile, also comes in chewable form, in Orange Crme and Assorted Fruit flavors.
"The possibilities for this new generation of fiber materials are endless!" Mr. Workman enthuses. "Fiber chewables, gummies, and related products have tremendous appeal to kids, which will help to fulfill a market need. The convenience is attractive to all consumers."
Ms. Williams agrees, noting that chewable tablets, for example, are excellent for delivering fiber to consumers who find capsules difficult to swallow. "Disappearing fiber might be appealing to consumers, however if the fiber does not have viscosity (ability to bind with water to form a soft gel) the health benefits will be limited. Most fibers have benefits for gut health, however improved glycemic response, weight loss and improved cholesterol are linked specifically to viscous soluble fibers," she said.
"Certainly the 'disappearing' fibers and fibers that are 100% soluble or go into a clear solution are extremely attractive to marketers and consumers," Mr. Pond remarked. "And this ability to add significant levels of fiber without impacting the visual, textural or mouthfeel appreciation of a product is important. Also, the ability to add fiber as a replacement for high fat contents in foods is a novel and critical development for consumer acceptance."
Healthy fibers have also been specifically developed for use in functional foods, such as baked items and soups. For example, TIC Gums of Belcamp, MD, supplies Ticaloid LC-SR5, which allows manufacturers to boost the soluble dietary fiber content of bread products. According to Dr. Mar Nieto, senior principal scientist, the fortification of bread was challenging in the past due to the delicate gluten structure that is either destroyed or weakened with the addition of soluble fiber at a functional dose. Ticaloid LC-SR5 enables both soluble and insoluble fiber levels to be increased without negatively changing the texture of the bread.
TIC Gums has also developed Caragum 200, which replaces starch and roux in soups, sauces, and gravies, improves mouthfeel, and provides freeze/thaw stability without masking delicate flavors, according to Dr. Nieto, adding that a 100% organic version of Caragum 200 is also available. Nutriloid 7000 is used to increase the soluble dietary fiber content in soups and sauces without increasing the viscosity of the finished product.
Studies Show Lifestyle Benefits
Innovation in fiber products is a result not only of technology in manufacturing, but also in research demonstrating clear benefit of the various fibers. Quite a few suppliers have and continue to invest in clinical investigations to support efficacy and mechanism of action of their specific fiber ingredients in human health, opening wider the potential target opportunities.
Natraceutical Canada has conducted several studies on the health benefits of Viscofiber. According to Ms. Williams, the latest study reviewed Viscofiber's importance for the feeling of fullness in relation to weight loss. In this study, Viscofiber caused a significant weight loss, and satiety (the feeling of fullness) significantly increased. These results, she offers, may be explained by the increase in specific gut hormones.
Tate & Lyle continues to work with the scientific community on several clinical studies to determine the nutritional properties of its Promitor dietary fibers. Dr. Susan Potter, vice president of nutritional sciences, and her team have also worked with Leatherhead Food International, Surrey, U.K., to determine the prebiotic properties of the Promitor range of fibers. "The research confirmed that Promitor Resistant Starch and Promitor Soluble Corn Fiber are prebiotic fibers that are well tolerated and have a low glycemic response," she states.
In vitro studies on Promitor soluble corn fiber have shown that it supports the selective growth of beneficial bacteria (probiotics) and suppresses the growth of detrimental bacteria. "This indicates that the chemical structure of soluble corn fiber is such that it resists digestion in the small intestine and provides the appropriate structure for use by beneficial bacteria in the large intestine, leading to positive health benefits, such as immune efficiency," Dr. Potter explained.
Fiber-based supplements and functional foods that can promote healthy blood sugar/glycemic response are extremely attractive to consumers who are concerned they are "pre-diabetic," and want to prevent a diagnosis of diabetes type II.
Results of the latest clinical study of Bio Serae's NeOpuntia show the positive effect of NeOpuntia on balancing blood lipids, which are associated with Syndrome X diagnosis. The study, published in Advances in Therapy (Sep-Oct 2007;24(5):1115-25) highlighted NeOpuntia's ability to improve the level of HDL cholesterol, an effect observed particularly in females older than 45, where the consumption of NeOpuntia increased HDL cholesterol by over 7%, which can be associated with reduced cardiovascular risk (Lipid Research Clinics Coronary Primary Prevention Trial).
"What's more," said Ms. LeCareux, "forty-two females taking NeOpuntia with no additional hypolipemic treatment, had a pronounced reduction in LDL cholesterol, especially after day 14. And, at the study's end, 39% of the NeOpuntia group, but only 8% of the placebo group, were no longer diagnosed with metabolic syndrome. Results of this clinical study indicate an advantage of using NeOpuntia in dietary supplements and functional foods because of improvement of blood lipid parameters associated with cardiovascular risks.
Results of six-week double-blind, parallel studies demonstrated that Dow's Fortefiber in a 4-gram daily dose reduced peak insulin levels by 35% and postprandial glucose levels by 14%; and a 1-gram daily dose reduced peak insulin levels by 16%, and a 5-gram daily dose of Fortefiber was shown to reduce total cholesterol levels by 8%, and reduce LDL levels by 12%.
National Starch's Hi-maize resistant starch was the subject of numerous studies during 2007, according to Ms. Witwer. Notably, a clinical study published in Chinese Journal of Preventive Medicine (March 2007;41(2):101-104) demonstrated increased insulin sensitivity and reduced BMI (body mass index) in type II diabetics. This supports two previously published studies demonstrating increased insulin sensitivity in healthy individuals (Robertson 2003, and 2005).
In another study, animals fed Hi-maize as the low glycemic index starch had significantly (50%) less body fat than animals fed digestible cornstarch as the high glycemic index starch (The FASEB Journal, 2007;21:352-3). "The researchers demonstrated that Hi-maize resistant starch increases the genetic expression of the satiety hormones GLP-1 and PYY, but that cellulose did not," Ms. Witwer explained. "This clearly shows that the fermentation is the mechanism of action-not bulking. Thus, fibers that provide bulking but are minimally fermented cannot deliver benefits deriving from fermentation."
A recent study carried out by the Agricultural Research Service (part of USDA) on Van Drunen Farms/Futureceuticals' BarleyTrim extract showed efficacy in reducing plasma glucose and insulin response in mildly insulin resistant men, Mr. Pond reports. "Soluble fiber from barley increases the viscosity of foods and can slow glucose uptake. Elevated cholesterol and plasma glucose and insulin levels are core symptoms of people at risk of developing diabetes, currently a major health concern in the U.S. The incorporation of barley soluble fiber and beta-glucan provides a healthy and natural way to potentially modulate elevated blood glucose and insulin levels, as well as cholesterol," he said.
Catering to Consumer Concerns
Consumers finally seem to understand that fiber has more than one benefit, yet they still don't ingest enough. According to Tate & Lyle's Dr. Potter, a typical diet in the U.S. and Europe does not meet the daily recommended intake (DRI) of fiber and this may be linked to low consumer expectations surrounding the taste and texture of high or added fiber products. "Tate & Lyle's research shows that consumers clearly understand that fiber can be good for their health. But we also know that the consumers' eating experience must be about the product they've chosen, not the fiber that's in it," she asserts.
In addition, Dr. Potter points out, current fiber intake for men and women in the U.S. ranges between 12 and 16 grams per day, whereas the DRI is 25 grams per day for women and 38 grams per day for men. Tate & Lyle's own research found that about two-thirds of consumers they surveyed in the U.S. acknowledge that fiber helps to promote digestive health and the immune system, with the majority recognizing fiber's ability to manage hunger and so potentially help in managing body weight. The research also found that 57% of surveyed U.S. parents believe fiber to be useful in maintaining children's health. "However," she emphasizes, "just 12% of U.S. respondents believe that products that help you maintain digestive health and the immune system can 'taste good.' We believe that there is tremendous opportunity for food manufacturers to give consumers the fiber they 'need to eat' in the products they 'want to eat.'"
National Starch has been collaborating with market research firm HealthFocus International, St. Petersburg, FL, for several years to identify the benefits of fiber and resistant starch that consumers find most appealing. For instance, Ms. Witwer offers, more than 40% of primary grocery shoppers think that "helps maintain healthy blood sugar levels as part of a high fiber diet" is an extremely or very important labeling claim, even though they've never seen this claim on food products.
At the same time, she said, "Consumers are concerned about how fiber will impact the taste and texture of their foods. They are also concerned with the digestive side effects (gas, bloating) of fermentation. And they strongly agree that fiber foods don't taste good, aren't convenient, and are difficult to integrate into their diet."
Mr. Pond observes that a majority of consumers understand the importance of fiber in their diet, but want to be able to increase fiber consumption without sacrificing the sensory quality of foods-a smooth, "fat mimetic" mouthfeel is a key element in foods and those foods that have this quality will enjoy success in the market. Therefore, says Mr. Pond, "Improving the consumer acceptance of high fiber foods depends heavily on developing products that do not have unwanted attributes such as grittiness, which is often associated with high fiber products."
Vastly improved versatility, continued clinical research, and consumers who want to stave off Syndrome X and diabetes type II-and of course, the prevention of "fiber face," which may lead some to investigate Botox injections-all describe aptly the exciting state of the fiber category today.
