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.

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
3

4. % of respondents who agree fibres have the following benefits
Fibre is good for
digestive health
/regularity
Fibre is natural Fibre is good for
satiety (feeling full)
Fibre is good for
weight
management
Fibre has
prebiotic effects
Fibre has a positive
impact on the
texture of Food &
Beverages
Fibre has a
positive impact
on the taste
of 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
4
Fibre is good
for digestive
health
/regularity
Fibre is
natural
Fibre is good
for satiety
(feeling full)
Fibre is good
for weight
management

5. % 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 digestive
health /regularity
Fibre is natural Fibre is good for satiety
(feeling full)
Fibre is good for weight
management
Fibre has
prebiotic effects
France Germany Italy UK
5

6. % 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
6
Taste Fresh Value
for money
Nutritious/
good for health
Natural Convenience No additives/
Preservatives
Organic For special diet
88%
85%
80%
70%
66%
39% 38%
21%
15%

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
7
Low fat High in
vitamins
Good for
heart health
Low
trans fat
High fibre Good for
digestion
High in
minerals
Low
in sugar
Good for
weight
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

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
8
25%
32%
29%
16%
28%
26%
32%
21%
17%
11%
14%
Low fat High in
vitamins
Good for
heart health
Low
trans fat
High fibre Good for
digestion
High in
minerals
Low
in sugar
Good for
weight
management
Low sodium/
salt
Low
calorie
Not tested in France
Good for
heart health
High
fibre
Good for
digestion
Good for
weight
management

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
9
52%
47% 46%
53%
46% 46%
44%
32%
37%
35%
29%
Low fat High in
vitamins
Good for
heart health
Low
trans fat
High fibre Good for
digestion
High in
minerals
Low
in sugar
Good for
weight
management
Low sodium/
salt
Low calorie
Not tested in France
Good for
heart health
High
fibre
Good for
digestion
Good for
weight
management

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
10
40%
27%
41% 42%
35% 36%
23%
31%
33%
30%
21%
Low fat High in
vitamins
Good for
heart health
Low
trans fat
High fibre Good for
digestion
High in
minerals
Low
in sugar
Good for
weight
management
Low sodium/
salt
Low calorie
Not tested in France
Good for
heart health
High
fibre
Good for
digestion
Good for
weight
management

11. Bran is by far the best-known fibre across all four countries
% of respondents who recognise the following ingredients as fibre
11
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 Soluble
corn fibre
Chicory root
extract
(n=1500)
Inulin Resistant
maltodextrin
Beta-glucan Polydextrose Fructo -
oligosaccharide
Oligo- fructose Sucrose

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. % 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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14. 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
%

15. 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
15

16. 56%
52%
24%
16% 15%
4% 4% 5%
Improved
digestive health/
regularity
Satiety
(feeling full
longer)
Sense of wellness Feeling bloated Too much gas Pain / stomach
cramp
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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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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