As consumers increasingly prefer simpler, healthier ingredients, many are also seeking to boost their fiber intake. Popular consumer packaged goods (CPGs) that contain added bulk, such as Fiber One, often include a long list of ingredients that may not align with the growing desire for clean labels. In contrast, a juice or smoothie enriched with soluble fiber could fulfill both the demand for straightforward ingredients and additional roughage.
Moreover, there is a rising consumer preference for portable food, beverages, and snacks. In fact, on-the-go breakfast items alone generated over $1 billion in revenue in 2015. A fiber-rich breakfast drink could effectively cater to this morning demand. Fiber plays a crucial role in a balanced diet, and many individuals are actively working to incorporate more of it into their meals. Dietary fiber, primarily derived from fruits, vegetables, whole grains, and legumes, is renowned for its ability to alleviate or prevent constipation. Additionally, fiber-rich foods can support weight management and reduce the risks of diabetes and heart disease.
There are various ways to incorporate soluble fiber into beverages. Promitor, a soluble corn fiber, can be seamlessly added to drinks, as can PromOat, which is made from non-bioengineered Swedish oats. Fibersol, another corn-based soluble fiber, is commonly used in health-oriented beverages, including juices and meal-replacement options. A notable prototype featuring spiced cold brew coffee with Fibersol was unveiled at the Institute of Food Technologists’ annual meeting and food exposition in Las Vegas this past June. If the added fiber does not alter the taste of the coffee, this combination could be highly beneficial for manufacturers.
Some may view fiber as a trend ingredient, akin to protein. While fiber is gaining traction among younger consumers, this does not mean they will tire of it in a few years. If they experience the health advantages associated with a fiber-rich diet, they may be motivated to maintain this dietary choice. The inclusion of fiber in popular beverages, such as cold brew coffee, represents a valuable enhancement. The key limitation is that it must not change the flavor or texture of the drink. Consumers have clearly expressed their desire for more accessible sources of fiber, but they are unlikely to compromise the taste of their morning coffee for this benefit.
Additionally, the demand for supplements like calcium citrate is evident, with retailers such as Rite Aid offering various options to help consumers meet their nutritional needs. The integration of these supplements with fiber-rich beverages could further attract health-conscious consumers looking for convenient ways to enhance their diet. Overall, the trend towards fiber and simpler ingredients is not just a passing phase; it represents a significant shift in consumer preferences that manufacturers can capitalize on.