Can fiber be of interest to young consumers?

10 August 2022 Market trends

Consumers more and more consider fiber to be an important component of the diet and an important factor in the proper functioning of the body. Awareness is growing... but only among mature and older consumers. Since a diet rich in fiber goes hand in hand with the prevention of cardiovascular diseases, diabetes, and certain types of cancer, it is natural that older people, who are at higher risk of civilizational diseases, should pay attention to their daily diet.

So how can you talk to younger consumers to convince them that it is worth paying attention to the fiber content of food? The group 16 to 24 age group pay attention to what they eat, but are more interested in caloric value, sugar, fat, and protein content. The absolute priority for young consumers is protein content. Consumer studies show that up to 24% of young people pay attention to this parameter. Protein in the awareness of this age group is an essential part of building muscle strength and rapid regeneration after training.

Fiber is not as fashionable as proteins, but they can benefit from their experiences. If we send a message to young people about weight control and intestinal health, which is linked to the well-being and proper functioning of the immune system, then we are going straight into areas that are prioritized by this age group.
According to Mintel’s research, 30% of consumers aged 16-44 consider fat content to be an important indicator. But even a small addition of fiber to sweet pastries allows a significant reduction in the added fat. Similarly, manufacturers can reduce fat absorption into breadcrumbs during deep-fat frying.

By signaling both benefits to the consumer at the same time, we directly target the specific interests of the younger target group. Also, by emphasizing the natural origin of fiber, we also satisfy the needs of up to 36% of this target group. Mintel strongly recommends combining fiber claims with other health, nutrition, or dietary claims. In the last five years, 32% of the introductions reported “vegan”, 30% “organic”, 24% “without preservatives” and 22% “protein-rich. ”

Food manufacturers who want to reach a younger audience need to remember this negative image of fiber, which is particularly important for middle-aged and older people. It is important to take a broader view and develop a concept that makes it possible to combine youth-relevant statements with information about high fiber content.