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February 1, 2008: 12:00 AM EST
Fiber is keeping its hold on the market, with Frost & Sullivan predicting that sales will reach $400 million in the US by 2011, double the 2004 level. Euromonitor puts the global market for foods marketing high-fiber claims at $80 billion rising to $95 billion by 2011. Prebiotic fibers are becoming much better known in North America, notching up sales of $400 million, although they are much more established in Europe. Companies such as California’s BI Nutraceuticals are expanding fiber’s uses into supplements for the functional market. Others such as Alberta-based Cevena with its ViscoFiber have concentrated on the supplements market. Belgium’s Beneo-Orafti says about 21,000 food and supplement products were launched in 2006 in Western Europe, Asia and North America containing its chicory-sourced inulin and oligofructose ingredients. The company has commissioned at least another 300 and has submitted five health claims to the European Commission. Cost is an important factor, with psyllium selling for about $7 per kilo compared with $25 per kilo for a new arrival, salba from Peru. The difference between soluble and insoluble fibers is being stressed, which is making flax – containing both – important. But, warns Pizzey's Milling of Manitoba, producers must spell out the different effects and benefits of different fiber types. France’s Roquette is promoting Nutriose as a fiber-boosting ingredient and sugar replacement. Datamonitor says more attention needs to be paid to marketing as fiber does not have the newness of other ingredients and is associated with older consumers. The research company says the concept of high fiber intake should be marketed as a weight-loss solution or as a satiety-enhancing ingredient. Some companies are already doing this, such as Danone with its Lasting Satisfaction yogurt.
Shane Starling, "Good Fibrations", Functional Ingredients, February 01, 2008, © Penton Media, Inc.
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