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Consumer attitude to fibre France, Germany, Italy and UK

DuPont study

Anne Host Stenbak, DuPont Industry Marketing Manager

September 2012

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Contents

Background & methodology

Consumer perception of fibre

Importance of fibre when buying food

Consumption of fibre

Conclusion

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Background and methodology

Research background

The main objective of this study was to further understand how fibre is perceived in

Western Europe and what the most important criteria are when it comes to buying food

and fibre-enriched products.

Research methodology

A focus group was organised in France to help design the questionnaire. The

questionnaire was then sent to 500 people in each country. DuPont partnered with

Lindberg International, a global market research firm, to conduct the study in Dec/Jan

2012.

Study details – Europe

• 4 countries: France, Germany, Italy, United Kingdom

• Online questionnaire sent to 2009 people

• Male (49%) – female (51%)

• Age: 25% 18-30 years old, 25% 31-49, 25% 50-62, 25% 62+

• Spread of education level, working/non-working, household income

• Jointly or solely responsible for the main grocery shopping in their household

• No specific diets (no chronic diseases, allergies or similar), no industry association

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% of respondents who agree fibres have the following benefits

Fibre is good fordigestive health

/regularity

Fibre is natural Fibre is good forsatiety (feeling full)

Fibre is good forweight

management

Fibre hasprebiotic effects

Fibre has a positiveimpact on the

texture of Food &Beverages

Fibre has apositive impact

on the tasteof Food &Beverages

Fibre has negative side effects (discomfort, bloating…)

87%

75% 73% 68%

62%

42%

28% 28%

Fibre is known for good digestion, satiety and naturalness

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Fibre is good

for digestive

health

/regularity

Fibre is

natural

Fibre is good

for satiety

(feeling full)

Fibre is good

for weight

management


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% of respondents who agree fibres have the following benefits

Mainstream consensus across the four countries on fibre

being good for digestion

92%

75%

19%

58%

76%

83%

64%

83%

59% 59%

86% 84%

75% 73% 68%

87%

68%

77% 76%

47%

Fibre is good for digestivehealth /regularity

Fibre is natural Fibre is good for satiety(feeling full)

Fibre is good for weightmanagement

Fibre hasprebiotic effects

France Germany Italy UK

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% of respondents who consider the following criteria very important when buying foods

Nutritious attributes are key when buying food

– but should not compromise taste and texture

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Taste Fresh Valuefor money

Nutritious/good for health

Natural Convenience No additives/Preservatives

Organic For special diet

88% 85%

80%

70% 66%

39% 38%

21% 15%


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Fibre health benefits are important nutritional criteria

for consumers when buying food


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Low fat High invitamins

Good forheart health

Lowtrans fat

High fibre Good fordigestion

High inminerals

Lowin sugar

Good forweight

management

Low sodium/salt

Low calorie

41% 42% 39%

37% 35% 35%

31% 29% 29%

22%

38%

Question not covered in France

Good for

heart health

High

fibre

Good for

digestion

Good for

weight

management


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Vitamin and mineral content are the most important

nutritional criteria for German consumers

– fibre comes in third % of respondents who consider the following criteria very important when buying foods

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25%

32%

29%

16%

28% 26%

32%

21%

17%

11%

14%



Lowtrans fat


High inminerals

Lowin sugar

Good forweight

management

Low sodium/salt

Lowcalorie

Not tested in France

Good for

heart health

High

fibre

Good for

digestion

Good for

weight

management


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After low fat and vitamin content, fibre ranks among the

important nutritional criteria for Italian consumers


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52%

47% 46%

53%

46% 46% 44%

32%

37% 35%

29%



Lowtrans fat


High inminerals

Lowin sugar

Good forweight

management

Low sodium/salt

Low calorie


Good for

heart health

High

fibre

Good for

digestion

Good for

weight

management


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Low fat and good heart health are most important

nutritional criteria for UK consumers


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40%

27%

41% 42%

35% 36%

23%

31% 33%

30%

21%



Lowtrans fat


High inminerals

Lowin sugar

Good forweight

management

Low sodium/salt

Low calorie


Good for

heart health

High

fibre

Good for

digestion

Good for

weight

management


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Bran is by far the best-known fibre across all four countries

% of respondents who recognise the following ingredients as fibre

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NB: Oligo-fructose is synonymous with fructo-oligosaccharide (FOS)

Inulin and FOS are chicory root extracts

65% 58%

50%

11% 7% 6% 5% 3% 3% 2% 1%

Wheat bran Corn bran Solublecorn fibre

Chicory rootextract

(n=1500)

Inulin Resistantmaltodextrin

Beta-glucan Polydextrose Fructo -oligosaccharide

Oligo- fructose Sucrose


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Most people in Western Europe lack fibre …

Consumers in industrialised countries typically eat less and less fibre as the

percentage of highly processed foods in their diet increases.

Source: EFSA Opinion on DRV for carbohydrates and fibre – 1462

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% of respondents who agree that they get enough fibre every day

– and they know it

I dont know 19%

Not enough fibre 30%

Almost every day

32%

Yes, every day 19%

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Germans claim to be the most fibre deficient

0

10

20

30

40

50

60

70

80

90

100

France Germany Italy UK

Don't know

Yes, every day

Almost every day

Some but not enough

Not enough fibre

14

%


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However Germans consume the most fibre

Daily intake EFSA RDI

France Women 15.7g

25g

Men 18.7g

Germany Women 21.7 - 26.1g

Men 24.6 - 27.4g

Italy Women 18.9g

Men 21.8g

UK Women 13.0g

Men 15.1g

Source::EFSA Opinion on DRV for carbohydrates and fibre – 1462

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56% 52%

24%

16% 15%

4% 4% 5%

Improveddigestive health/

regularity

Satiety(feeling full

longer)

Sense of wellness Feeling bloated Too much gas Pain / stomachcramp

Diarrhoea Other

Comfort, satiety and wellness are the most common

experiences of fibre consumption – with a few very negative

% of respondents who experience the following when eating fibre-containing foods

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Conclusion

Fibre is known for good digestion, satiety and naturalness

Nutritious attributes are key when buying food – but should not

compromise taste and texture

Health benefits of fibres are important nutritional criteria for

consumers when buying food – especially in the UK

Bran is by far the best-known fibre across all four countries

Most people in Western Europe lack fibre and know it

Comfort, satiety and wellness are the most common

experiences of fibre consumption. Some also have

negative experiences, such as a feeling of being

bloated and excessive gas

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