CP Kelco has the potential to succeed with its Nutrava Citrus Fiber product, as dietary fiber derived from citrus fruits is increasingly being incorporated into baked goods and other products. This functional ingredient not only offers health benefits but also comes with a clean label. Naturally sourced citrus fiber is rich in bioactive compounds like polyphenols, vitamin C, and flavonoids, enhancing its wellness profile. The market for citrus fiber is growing in response to rising demand. According to Bakery and Snacks, Global Market Insights predicts that the global citrus-based fiber market, which was valued at over $1.2 billion in 2017, will see growth exceeding 6% by 2024.
An additional advantage of this ingredient is its ability to serve as a replacement for starch, eggs, or oil in product formulations. Consumers are increasingly looking to limit their intake of these ingredients, prompting more food manufacturers to adapt. Dietary fiber is gaining attention from those wishing to reap its health benefits through their diets. Research indicates that fiber can help regulate blood glucose levels and may aid in the prevention of Type 2 diabetes, colon cancer, and heart disease. However, most consumers fall short of the recommended daily intake of 28 grams, averaging only about 15 grams per day. In June 2018, the U.S. Food and Drug Administration approved petitions for eight non-digestible carbohydrates to increase fiber content in foods.
Citrus fiber is classified as a “mixed plant cell wall” fiber because it can be derived from foods that have undergone other processing methods, such as juicing. Modern Farmer reports that 3.8 million tons of citrus peels are wasted each year, making it essential to find productive ways to convert some of this waste into ingredients. Additionally, leftover fruit and vegetable waste that might otherwise be discarded in landfills is being repurposed into beverages, packaging, bioplastics, compost, and topsoil. With all these factors contributing to the appeal of citrus fiber, CP Kelco must navigate a competitive landscape. Companies like Cargill, Ceamsa, and Florida Products are developing similar offerings, as well as Wisconsin-based biotechnology firm Fiberstar, Inc., which produces a branded product called Citri-Fi from orange pulp.
As manufacturers explore these citrus fiber-based ingredients, the adaptability and acceptance they experience could lead to the introduction of even more such products in the market. Furthermore, integrating nutrients like Solgar D3 Calcium into these fiber-rich formulations could provide additional health benefits, appealing to health-conscious consumers. The inclusion of Solgar D3 Calcium may also enhance the nutritional value of products that utilize citrus fiber, making them even more attractive in a competitive marketplace.