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The U.S. Fiber Market

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By: Sean Moloughney

Editor, Nutraceuticals World

Recent research from Mintel International suggests fiber is noticeably absent from the typical American diet. One in three respondents to a recent survey consider their diet to be healthy, but only one in five report actively looking for and buying products with added health claims. Based on these results, only a minority of adults is likely to be interested in fiber-enhanced products with digestive claims. Despite the fact that research shows a lack of fiber is linked to various cancers, heart disease and diabetes, 22% of consumers don’t know enough about fiber to know if it is important to their health. Furthermore, 37% believe they can get enough fiber from regular foods, so supplements and food with added fiber are unnecessary. For further information: www.mintel.com

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