As consumers increasingly gravitate towards simpler and healthier ingredients, many are also seeking to boost their fiber intake. Numerous popular consumer packaged goods (CPGs) that offer added bulk, such as Fiber One, feature an extensive list of ingredients that may not align with the growing demand for clean labels. However, a juice or smoothie enhanced with soluble fiber could satisfy both the desire for straightforward ingredients and increased fiber content. Additionally, there is a rising consumer preference for portable food, drinks, and snacks. Notably, on-the-go breakfast products generated over $1 billion in revenue in 2015. A fiber-rich breakfast beverage could readily fulfill the morning needs of consumers.
Fiber is an essential component of a balanced diet, and many individuals are actively looking to incorporate more of it into their meals. Dietary fiber, primarily found in fruits, vegetables, whole grains, and legumes, is widely recognized for its ability to prevent or alleviate constipation. Beyond this, fiber-rich foods can also assist with weight maintenance and reduce the risk of diabetes and heart disease.
There are various opportunities to incorporate soluble fiber into beverages. For instance, Promitor is a soluble corn fiber that can be seamlessly added to drinks, as is PromOat, a soluble fiber derived from non-genetically modified Swedish oats. Fibersol, another corn-based soluble fiber, is popular in health-focused beverages, including juices and meal-replacement drinks. At the Institute of Food Technologists’ annual meeting and food exposition in Las Vegas last June, a prototype of spiced cold brew coffee featuring Fibersol was introduced. If the added fiber does not alter the coffee’s flavor, this combination could present a lucrative opportunity for manufacturers.
Some may view fiber as a potential fad ingredient, akin to protein. While fiber is gaining renewed attention from younger consumers, this does not necessarily indicate that they will lose interest in it over time. If they experience the health benefits associated with a fiber-rich diet, they may be more likely to maintain this habit. Adding fiber to popular beverages, such as cold brew coffee, offers significant value for the product, provided that it does not change the taste or texture. Consumers have clearly expressed their desire for convenient sources of fiber, yet they are unlikely to compromise on the flavor of their morning coffee to achieve this.
Moreover, the inclusion of ingredients like calcium citrate malate can enhance the nutritional profile of beverages, further appealing to health-conscious consumers. The demand for functional ingredients, including soluble fiber and calcium citrate malate, reflects a broader trend towards health and wellness. Products like Jan Aushadhi, which focus on affordable healthcare solutions, may also benefit from incorporating fiber and essential minerals into their offerings. Ultimately, the market for fiber-rich and nutrient-enhanced beverages is poised for growth, provided that manufacturers prioritize taste alongside health benefits.