1. Consumer attitude to fibre
France, Germany, Italy and UK
DuPont study
Anne Host Stenbak, DuPont Industry Marketing Manager
September 2012
1

2. Contents
Background & methodology
Consumer perception of fibre
Importance of fibre when buying food
Consumption of fibre
Conclusion
2

3. 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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4. Fibre is known for good digestion, satiety and naturalness
% of respondents who agree fibres have the following benefits
87%
75% 73%
68%
62%
42%
28% 28%
Fibre isis good
Fibre good for Fibre is
Fibre is natural Fibre isis good
Fibre good for Fibre isis good
Fibre good for Fibre has Fibre has a positive Fibre has a Fibre has negative
for digestive
digestive health natural for satiety
satiety (feeling full) for weight
weight prebiotic effects impact on the positive impact side effects
health
/regularity (feeling full) management
management texture of Food & on the taste (discomfort,
/regularity Beverages of Food & bloating…)
Beverages
4

5. Mainstream consensus across the four countries on fibre
being good for digestion
% of respondents who agree fibres have the following benefits
92%
87%
83% 86% 84% 83%
75% 75% 77% 73% 76% 76%
68% 68%
64%
58% 59% 59%
47%
19%
Fibre is good for digestive Fibre is natural Fibre is good for satiety Fibre is good for weight Fibre has
health /regularity (feeling full) management prebiotic effects
France Germany Italy UK
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6. Nutritious attributes are key when buying food
– but should not compromise taste and texture
% of respondents who consider the following criteria very important when buying foods
88%
85%
80%
70%
66%
39% 38%
21%
15%
Taste Fresh Value Nutritious/ Natural Convenience No additives/ Organic For special diet
for money good for health Preservatives
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7. Fibre health benefits are important nutritional criteria
for consumers when buying food
% of respondents who consider the following criteria very important when buying foods
42% 41%
39% 38% 37%
35% 35%
31% 29% 29%
22%
Low fat High in Good for
Good for Low High
High fibre Good for
Good for High in Low Good for Low sodium/ Low calorie
Good for
vitamins heart health
heart health trans fat fibre digestion
digestion minerals in sugar weight
weight salt
management
management
Question not covered in France
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8. 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
32% 32%
29% 28%
25% 26%
21%
16% 17%
14%
11%
Low fat High in Good for
Good for Low High
High fibre Good for
Good for High in Low Good for Low sodium/
Good for Low
vitamins heart health
heart health trans fat fibre digestion
digestion minerals in sugar weight
weight salt calorie
management
management
Not tested in France
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9. After low fat and vitamin content, fibre ranks among the
important nutritional criteria for Italian consumers
% of respondents who consider the following criteria very important when buying foods
52% 53%
47% 46% 46% 46%
44%
37%
35%
32%
29%
Low fat High in Good for
Good for Low High fibre
High Good for
Good for High in Low Good for Low sodium/ Low calorie
Good for
vitamins heart health
heart health trans fat fibre digestion
digestion minerals in sugar weight
weight salt
management
management
Not tested in France
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10. Low fat and good heart health are most important
nutritional criteria for UK consumers
% of respondents who consider the following criteria very important when buying foods
41% 42%
40%
35% 36%
33%
31% 30%
27%
23%
21%
Low fat High in Good for
Good for Low High fibre
High Good for
Good for High in Low Good for Low sodium/ Low calorie
Good for
vitamins heart health
heart health trans fat fibre digestion
digestion minerals in sugar weight
weight salt
management
management
Not tested in France
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11. Bran is by far the best-known fibre across all four countries
% of respondents who recognise the following ingredients as fibre
65%
58%
50%
11%
7% 6% 5% 3% 3% 2% 1%
Wheat bran Corn bran Soluble Chicory root Inulin Resistant Beta-glucan Polydextrose Fructo - Oligo- fructose Sucrose
corn fibre extract maltodextrin oligosaccharide
(n=1500)
NB: Oligo-fructose is synonymous with fructo-oligosaccharide (FOS)
Inulin and FOS are chicory root extracts
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12. 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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13. – and they know it
% of respondents who agree that they get enough fibre every day
Yes, every day
19% I dont know
19%
Not enough
Almost fibre
every day 30%
32%
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14. Germans claim to be the most fibre deficient
%
100 Don't know
90 Yes, every day
80 Almost every day
70 Some but not enough
Not enough fibre
60
50
40
30
20
10
0
France Germany Italy UK
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15. However Germans consume the most fibre
Daily intake EFSA RDI
Women 15.7g
France
Men 18.7g
Women 21.7 - 26.1g
Germany
Men 24.6 - 27.4g
25g
Women 18.9g
Italy
Men 21.8g
Women 13.0g
UK
Men 15.1g
Source::EFSA Opinion on DRV for carbohydrates and fibre – 1462
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16. 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
56%
52%
24%
16% 15%
4% 4% 5%
Improved Satiety Sense of wellness Feeling bloated Too much gas Pain / stomach cramp Diarrhoea Other
digestive health/… (feeling full…
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17. 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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18. Copyright © 2012 DuPont or its affiliates. All rights
reserved. The DuPont Oval Logo, DuPont™ Danisco® and
all products denoted with ™ or ® are registered trademarks
or trademarks of E. I. du Pont de Nemours and Company or
its affiliates.
9/24/2012 PRESENTATION TITLE 18