Brands Must Seize Fiber Opportunity to Boost Market Appeal

In the competitive food and beverage sector, brands are increasingly recognizing the importance of on-pack label claims as strategic marketing tools. As consumer awareness grows around the benefits of dietary fiber, companies that capitalize on this trend stand to enhance brand loyalty, influence buying decisions, and drive commercial growth. The rise of claims such as “high in protein” or “no added sugar” has set a precedent, and with evolving science surrounding fiber’s health benefits, this area is poised for significant change.

According to Karsten Smet, CEO of ACI Group, the potential for fiber to become a key ingredient trend is substantial. Despite the documented health benefits of fiber, many brands in the UK and Europe are not leveraging their ability to make fiber content claims on packaging. Smet highlights the missed opportunity by stating, “If your brand’s product isn’t claiming its high fiber content, another brand will.”

Rising Demand for Functional Foods

The last decade has seen a dramatic shift in consumer behavior, with the demand for functional foods reshaping shopping habits. Smet notes that terms like “high protein” and “plant-based” have become expected in various product categories, from snack bars to breakfast cereals. As awareness of gut health and microbiome benefits increases, products that support digestive health are gaining prominence.

Fiber, particularly prebiotic fiber sourced from ingredients like inulin, oats, and certain oligosaccharides, is now recognized as a vital component in these formulations. Research from Mintel and Euromonitor indicates that gut health is among the top five drivers of food and drink innovation as the industry heads towards 2025. McKinsey further confirms this trend, noting that functional nutrition is on the rise, with a significant portion of consumers, particularly Gen Z and millennials, actively seeking nutritional products that offer health benefits.

Despite these findings, an audit of grocery aisles in the UK reveals that fiber is often absent from front-of-pack branding. Many products qualify for claims such as “source of fiber” or “high in fiber,” yet brands are not utilizing these benefits. Smet attributes this oversight to inertia and uncertainty about fiber’s image, which is traditionally linked to digestive health.

Navigating Regulatory Changes

The landscape is set to change as new regulatory measures come into play. The upcoming Food Standards Scotland (FSS) nutrient profiling model, along with restrictions on high fat, salt, and sugar (HFSS) products, will compel brands to rethink their recipes. According to Smet, “As the HFSS regulations continue to tighten, brands face increasing challenges in reducing sugar and fat content without sacrificing taste, texture, or consumer appeal.”

In this context, fiber’s functional versatility offers a solution. Brands can use fiber to enhance formulations while adhering to new regulations. This approach not only meets regulatory demands but also aligns with consumer expectations for healthier products.

Smet advises brands to partner with ingredient suppliers who can navigate evolving regulations and provide technical expertise to maintain a competitive edge in a rapidly changing marketplace. The integration of fiber into product formulations not only supports consumer health but also positions brands favorably in a crowded market.

The call to action for brands is clear: as consumer interest in fiber continues to grow, those who adapt their offerings to include high-fiber claims will likely benefit from increased market share and enhanced consumer trust. The time to act is now, as the food and beverage industry stands on the brink of a fiber revolution.