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  • Consistentfindingacross the fourcountriesinvestigated

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  • 1. Consumer attitude to fibreFrance, Germany, Italy and UKDuPont studyAnne Host Stenbak, DuPont Industry Marketing ManagerSeptember 2012 1
  • 2. Contents Background & methodology Consumer perception of fibre Importance of fibre when buying food Consumption of fibre Conclusion 2
  • 3. Background and methodologyResearch backgroundThe main objective of this study was to further understand how fibre is perceived inWestern Europe and what the most important criteria are when it comes to buying foodand fibre-enriched products.Research methodologyA focus group was organised in France to help design the questionnaire. Thequestionnaire was then sent to 500 people in each country. DuPont partnered withLindberg International, a global market research firm, to conduct the study in Dec/Jan2012. 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 3
  • 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 digestivedigestive 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 fibrebeing good for digestion% of respondents who agree fibres have the following benefits92% 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 5
  • 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 6
  • 7. Fibre health benefits are important nutritional criteriafor 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 managementQuestion not covered in France 7
  • 8. Vitamin and mineral content are the most importantnutritional 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 managementNot tested in France 8
  • 9. After low fat and vitamin content, fibre ranks among theimportant nutritional criteria for Italian consumers% of respondents who consider the following criteria very important when buying foods52% 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 managementNot tested in France 9
  • 10. Low fat and good heart health are most importantnutritional 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 managementNot tested in France 10
  • 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 11
  • 12. Most people in Western Europe lack fibre …Consumers in industrialised countries typically eat less and less fibre as thepercentage of highly processed foods in their diet increases.Source: EFSA Opinion on DRV for carbohydrates and fibre – 1462 12
  • 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% 13
  • 14. Germans claim to be the most fibre deficient%100 Dont 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 14
  • 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 15.1gSource::EFSA Opinion on DRV for carbohydrates and fibre – 1462 15
  • 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 Otherdigestive health/… (feeling full… 16
  • 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 17
  • 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