Roquette conducted an online survey with participants in Mexico, Brazil and the US. When it comes to food and nutrition awareness, while sugar and fat may be considered as highly prevalent in the media and health organization’s campaign initiatives, fiber remains somewhat in the background.
The French-based leader in plant-based ingredients and new vegetal proteins gathered responses from consumers in Mexico, Brazil and the US to understand perceptions about fiber in food and drinks.
Increasingly, in today’s food environment, buyers are seeking greater amounts of supply chain information and full transparency regarding the contents of their shopping baskets.
Health, consumer concerns and calls for transparency
Concerns when purchasing food and beverages coupled with health issues or worries are driving consumer decision making. Roquette sought to gain a deeper understanding of the impact of health and wider concerns relating to our diets have when purchasing food and drink items.
The health issues that most influence Mexican, Brazilian and US consumers’ diet choices are weight management, staying fit and active, and stress, Roquette’s findings reveal.
Of those asked, the biggest concerns for shoppers was sugar, followed by fat, and calories, then protein and cholesterol — fiber came in last.
When purchasing food and beverages, the least concerning nutritional component is fiber — suggesting that brands who produce items high in fiber will find it easier to overcome the barriers associated with other foodstuffs.
Fiber intake awareness
The company also wanted to gauge consumers’ current awareness surrounding recommended daily fiber intake and the variety of fiber sources.
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