Report Detail

October 2010

Fiber for digestive health

PDF: 80 Pages Powerpoint: 227 Slides

Price (PDF or PPT): US$530 £320 €400 NZ$630 AU$570 ¥550000
20% Discount if PDF and PPT purchased together

Add to cart

Digestive health is the biggest growth trend in foods and beverages - and it's the health benefit area with the most untapped opportunities. It's high fiber products that have the most potential - as can be seen from the meteoric success of brands like Fiber One. This report analyses the successes and the failures to enable you to find the most appropriate strategy in your category.

About this report

Products that make a virtue of their fiber content are being launched in ever-increasing numbers. Branded food and food ingredient companies are finding that when it comes to fiber, the most effective avenue of appeal to consumers is the digestive benefits of fiber intake.

However, knowing how many products have been launched is much less useful information than understanding which strategies companies have adopted, which ones work and which don’t, and why.

This report aims to enable any company that is thinking about how to market products with fiber as a benefit to:

Decide what is the most appropriate strategy in your category – for example, will you go for a “fiber makeover” or become an “expert brand”?.
Be clear what are the risks and how to reduce those risks
Identify how to increase your chances of success and generate higher sales volume and/or higher profit margins.

A concise 55-page description of the strategies and trends relating to products with fiber for digestive health sets out:

the core consumer group for fiber for digestive health and their motivations
fiber’s five advantages as an ingredient, including its relative advantages in regulatory terms
the five steps to creating a successful brand with fiber for digestive health as its core benefit
successful fiber-digestive health strategy in breakfast cereals, bakery and dairy as well as in new high-opportunity segments such as beverages and meals
which marketing techniques are most effective and why

This practical analysis is supported over the following 18 pages by five detailed case studies, all illustrated with supermarket sales data.

This report has been written in our trademark opinionated, data-rich style to provide executives in marketing and technical roles with real-world insights that can be applied in any setting.

1. Executive Summary

2. Digestive health – the biggest opportunity for fiber
2.1 Digestive health the biggest growth opportunity in food and beverages
2.2 Increasing – and untapped – consumer need for products that address digestive health
2.3 Probiotic market the trailblazer in recession-defying digestive health market
2.4 Digestive health the strongest benefit platform for fiber
2.5 Constipation – the most common gut complaint
2.5.1 Incidence
2.6 Fiber’s health benefits

3. Fiber’s five advantages
Advantage 1: Better technology, better taste
Advantage 2: Consumers need more fibre
Advantage 3: An ingredient that’s easy for consumers to accept and a benefit they easily understand
Advantage 4: A “feel the benefit” promise
Advantage 5: Regulation

4. Which fiber strategy is right for your business?
4.1 Strategy 1 – the fiber make-over (low risk, low return)
4.1.1 The pitfalls of the “functional food makeover”
4.2 Strategy 2 – an expert brand strategy (high risk, high return)

5. Targeting the digestive health consumer – where to position yourself in the market
5.1 Mass market versus niche?
5.2 Positioning fiber for digestive health
5.3 Early adopter rationale

6. Marketing communications strategy
6.1 The importance of a clear message
6.2 Resolving confusion
6.3 Communicate good taste
6.4 Should you communicate to health professionals?
6.5 “Fiber” – a label that packs more power than prebiotics and wholegrains
6.6 Feel the benefit

7. Five rules for success
7.1 Be an expert brand
7.2 Feel the benefit
7.3 Establish the benefit with a clinical study
7.4 Offer the right taste for the target consumers
7.5 Ingredient, benefit and product format must match

8. Fiber opportunities and challenges by category
8.1 Breakfast cereals
8.2 Bakery
8.3 Dairy
8.4 Beverages: fiber’s fruit opportunity
8.5 Meals

9. Case studies
Case study 1: General Mills’ Fiber One – renovating a brand
Case study 2: Kellogg’s Fiber Plus – risking a new brand
Case study 3: Sunsweet PlumSmart – reinventing a traditional drink
Case study 4: Hero ActiFruit – an innovative daily dose of fruit and fiber
Case study 5: Goodness Superfoods and Barleymax – commercialising a new fiber

Charts & Tables

Chart 1: Good trend triangulation reveals the white space opportunity for fiber-digestive health products
Chart 2: The top four health issues that affect consumers personally
Chart 3: Ageing populations drive digestive health market growth in Asia as well as Europe and the US
Chart 4: The nutritional product life cycle – how it works
Chart 5: Lifestyle consumers, a key segment for health brands
Chart 6: New fiber-digestive health concepts must begin in the lifestyle segment
Chart 7: Fiber with mass-market appeal
Chart 8: Conceptual framework and analyses for making healthier choices
Chart 9: Recession-proof digestive health – the rise and rise of Fiber One

Table 1: “Added fibre” products, global launches 2005 and 2010
Table 2: “High fibre” products, global launches 2005 and 2010
Table 3: Fiber One Oat & Chocolate bar Ingredients & Nutrition Facts
Table 4: Fiber One Yoghurt Ingredients & Nutrition Facts
Table 5: Fiber One Original Ingredients & Nutrition Facts
Table 6: Kellogg’s Fiber Plus Chocolate Chip Bar Ingredients & Nutrition Facts
Table 7: Kellogg’s Fiber Plus Cereal Ingredients & Nutrition Facts
Table 8: PlumSmart Ingredients & Nutrition Facts
Table 9: Digestive 1st nutrition facts and ingredients panel

Contents