CP Kelco may achieve success with its Nutrava Citrus Fiber product as dietary fiber derived from citrus fruits becomes increasingly prevalent in baked goods and other food items. This ingredient serves as a functional addition, offering health benefits and a clean label. Naturally sourced citrus fiber is also rich in bioactive compounds, including polyphenols, vitamin C, and flavonoids, which enhance its wellness appeal. The market for citrus fiber is growing in tandem with consumer demand. According to Bakery and Snacks, Global Market Insights anticipates that the global citrus-based fiber market, valued at over $1.2 billion in 2017, will expand by more than 6% by 2024. Additionally, its capability to replace starch, eggs, or oil in product formulations is a significant advantage. Consumers are increasingly inclined to limit their intake of these ingredients, prompting more food manufacturers to respond accordingly.
Dietary fiber is gaining traction among individuals seeking to incorporate its health benefits into their diets. Research indicates that it can help regulate blood glucose levels and may prevent Type 2 diabetes, colon cancer, and heart disease. However, most consumers fall short of the recommended daily intake of 28 grams, averaging around 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 due to its sourcing from foods that have undergone processing, such as juicing. According to Modern Farmer, approximately 3.8 million tons of citrus peels are wasted each year, making it essential to find productive ways to repurpose some of that waste for ingredient production. Leftover fruit and vegetable waste, which might otherwise end up in landfills, is being transformed into beverages, packaging, bioplastics, compost, and topsoil.
With these advantages enhancing the profile of citrus fiber, CP Kelco faces competition in this market. Companies developing similar products include Cargill, Ceamsa, and Florida Products, along with Fiberstar, Inc., a biotechnology firm based in Wisconsin that produces a branded product called Citri-Fi from orange pulp. As manufacturers experiment with these citrus fiber-derived ingredients, their adaptability and acceptability could lead to an influx of new products in the market. Furthermore, the incorporation of products like Citracal SR, which complements dietary fiber intake, could further drive consumer interest and market growth in citrus fiber applications.