When it comes to buying functional foods with prebiotics, product efficacy and proven claims are the most important consumer purchase motivators. This is according to a new global survey commissioned with 10,000 consumers in 10 countries by FMCG Gurus, a close strategic partner of BENEO.
Demand for proven prebiotics
Looking at the expectations of respondents who already buy prebiotics, the research shows that they want products that deliver what they promise and are backed up by science. For three out of four of these consumers, the most important factors when choosing a food or drink containing prebiotics are product efficacy, health claims, and science-based claims.
Interestingly, despite the cost-of-living crisis, the price aspect lags behind these considerations with 55% stating that as an important purchase factor. Having a closer look at which specific health claims are in demand, “digestive health” and “improved general wellbeing” (73% each) are among the most relevant for those buying food and drinks containing prebiotics.
Prevention is better than the cure
The survey also demonstrates that consumers are shifting towards a “disease prevention” rather than a “disease cure” mindset. In fact, almost half (48%) of those buying food and drinks containing prebiotics were not suffering from any symptoms when they first started using them.ii
A health-supporting diet is high on the agenda for more and more consumers. In line with this trend, interest in food and drinks that are known to boost health increased significantly in the overall global population—from 26% in 2019 to 42% in 2021.iii
Moreover, two-thirds of overall respondents now see immune health as the key area for them to address in the coming year and, when it comes to promoting it, three out of four (74%) understand the importance that digestive health plays for a strong defense.i
The survey also indicates that consumers are becoming familiar with prebiotics in general as well as with particular prebiotic ingredients. The survey demonstrates that more than half of respondents (54%) are aware of prebiotics and nearly one in three of those consumers know “chicory root fiber” and “inulin” are prebiotics, making them the most recognized prebiotic ingredients.iv
Inulin and oligofructose (short-chain inulin) are the only plant-based prebiotics available, and they belong to the very few proven prebiotics according to ISAPP (International Scientific Association for Probiotics and Prebiotics). In total, more than 150 high-quality human intervention studies have been published on chicory root fiber, delivering strong evidence for distinct physiological benefits.
Additionally, BENEO’s chicory root fiber inulin has an authorized EU health claim concerning digestive health and regularity support that can be communicated on-pack. In addition, a number of structure and function claims are possible when using BENEO’s chicory root fibers in the United States.
“The fact that reliable claims, backed by science, are top of consumers’ wish lists, reinforces the approach we have taken over the past 20 years in supporting scientific prebiotic research for our ingredients,” said Myriam Snaet, Head of Market Intelligence and Consumer Insights at BENEO. “As a result, we are well-placed to meet the growing consumer demand for provable prebiotics. Also, thanks to our multi-million euro investment program over recent years, we can comfortably meet increasing demand.”
“The results of our latest consumer survey clearly show that to attract consumers, the focus for manufacturers should be on delivering value for money,” adds Michael Hughes, Head of Research and Insight at FMCG Gurus. “Using ingredients that allow for on-pack claims is important and it enables manufacturers to be successful with premium-positioned products, even in these tough financial times.”
Key applications for BENEO’s chicory root fibers, Orafti® Inulin and Oligofructose, include dairy, cereals, bakery, and confectionery, as their addition enables sugar, fat, and calorie reduction.
About BENEO
BENEO has long-term experience in developing and producing plant-based functional ingredients from natural sources for the food, feed, and pharmaceutical industries. By supporting health and optimizing taste and texture, they help improve the nutritional and technical properties of a wide variety of products. Formed in 2007, BENEO is active in over 80 countries, employs more than 1000 people, and has six state-of-the-art production sites in Belgium, Chile, Germany, Italy, and the Netherlands that deliver high-quality ingredients at all times.
REFERENCES:
i FMCG Gurus, Prebiotics survey, Q2 2022. A total of 10,000 consumers were surveyed across 10 countries (1,000 per country), with the survey being nationally representative by age and gender
ii FMCG Gurus, Prebiotic survey, Q2 2022, n=10,000 (here: filtered by consumers who purchase prebiotics, n=1,260)
iii FMCG Gurus, Active Nutrition survey, conducted in 2019 and 2021 (26,000 respondents across 26 countries)
iv FMCG Gurus, Prebiotic survey, Q2 2022, n=10,000 (here: filtered by consumers who heard of prebiotics, n=5,400)
