Abstract

Research shows that consumers are increasingly looking for fibre-enriched products and are willing to pay more forthose which improve digestion and weight management and deliver other fibre related benefits. The findings reveal thatEuropeans continue to struggle to meet their daily fibre intake, with a third admitting they do not consume enough. Taste remains an essential aspect in purchasing food and drink: even if the product is a ‘healthy option’, only 20 percent of people areready to compromise on it. Opportunities exist to develop healthy, great tasting products which include fibre as a key ingredient.