Are fiber-enriched foods the next big opportunity?
With the low-carbohydrate food and beverage trend beginning to wilt, the search is on for the next big trend in the food industry. An uptick in the percentage of new food and beverage products making fiber-related claims in North America make the case for fiber-fortification as the next big opportunity.
Naples, NY (PRWEB) September 13, 2004
With the low-carbohydrate food and beverage trend beginning to wilt, the search is on for the next big trend in the food industry. So what is next after low-carb? According to the Naples, NY-based Productscan Online database of new products, fiber-enriched products could be the next big opportunity. The percentage of new food and beverage products making high fiber claims in North America has been stuck at around 2.5% for the past four years, but the latest research from Productscan Online reveals that this has increased to 4.2% in 2004*. “There is no doubt that Americans could use more fiber in their diet,” comments Tom Vierhile, the Executive Editor of Productscan Online. “At the end of August, a federal dietary guidelines advisory panel recommended at least three servings of whole grains daily. Assuming that this recommendation is adopted for the revised Food Pyramid in the US, it should encourage the introduction of more fiber-rich foods.”
ConAgra takes the lead
ConAgra may play a leading role in answering that ‘what’s next’ question with the debut of its Ultragrain White Whole Wheat flour at a recent trade show. Ultragrain is higher in dietary fiber, potassium, niacin, magnesium and Vitamin E than refined, unenriched wheat flour. ConAgra is marketing Ultragrain as an ingredient for food processors for everything from bread and muffins to sweet goods, and reportedly plans on using the ingredient in some of its own food products.
Fiber Fever is catching on
Giants of the packaged food industry, including Kellogg Company, Kraft Foods and General Mills could have the most to gain from the emerging trend. “All three companies have a lot at stake as the government turns up the heat in the war against obesity and tries to change American eating patterns,” comments Vierhile. “An emphasis on fiber could help consumers forget about the fading low-carb trend while helping the packaged food giants restore the health credentials of some of their core offerings.”
General MillsÂ’ Oatmeal Crisp Triple Berry Cereal is now available in the USA. The cereal is said to have a delicious combination of real blueberries, sliced strawberries, and whole raspberries that were picked at their peak plus the whole grain goodness of toasted oats and wheat flakes. Oatmeal Crisp Triple Berry is made with heart healthy whole grain oats, is a good source of fiber, and is low in fat!
And in Canada, Kellogg Canada has paired up with George Weston Bakeries to introduce two breakfast cereal-branded high-fiber breads that could be a sign of things to come in the bread market. All-Bran Breakfast Loaf Bread and Two Scoops Raisin Bran Whole Wheat Breakfast Bread provide 9 grams of fiber and 7 grams of fiber per serving, respectively.
Pasta makers also appear to be primed to jump on the high-fiber bandwagon. Hit hard by the low-carb trend, pasta could stage a rebound with products like new FiberPast Pasta, an Italian import that is new to the USA from Monte San Vito, Italy-based I. P.D. s. r.l. via Mercatale. FiberPast is claimed to have double the fiber content of whole-wheat flour and all of that extra fiber is said to reduce fat and carbohydrate absorption by the body
Closer to home, new Ronzoni Healthy Harvest Whole Wheat Blend Pasta is available from Harrisburg, PA-based New World Pasta Co. The Extra Wide Noodle-Style is presented in a see-thru plastic bag flagged, "Great taste and nutrition - Cholesterol free - Yolk free." The pasta is touted in ads as being low in fat and sodium and a good source of fiber.
Notes to Editors:
As of August 31st.
Further details are available from Anne Bourgeois on 212-652-5387, e: abourgeois@datamonitor. com or from Suzanna Eygabroat on 585-374-6326, ext. 17, e: suzanna@productscan. com.
Tom Vierhile, Executive Editor of Productscan Online, is available for comment and can be reached at 585-374-6326 ext. 28 or tom@productscan. com.
Productscan Online Sales, +1 212-652-5354
Productscan Online is the world's largest and longest running NPD database, located at www. productscan. com. Productscan is published by New York-based Datamonitor plc. Datamonitor plc is a premium business information to the global consumer packaged goods industry. We help our clients, 5000 of the world's leading companies, to address complex strategic issues. Through our proprietary databases and wealth of expertise, we provide clients with unbiased expert analysis and in-depth forecasts for six industry sectors: Automotive, Consumer Markets, Energy, Financial Services, Healthcare, Technology. Datamonitor maintains its headquarters in London and has regional offices in New York, San Francisco, Sydney, Frankfurt, and Hong Kong. See www. datamonitor. com for further details.
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