Beneo Advocates for 'Fibermixxing' to Enhance Consumer Health
Consumer interest in fiber intake is evolving, moving from the trend of 'fibermaxxing,' which emphasizes increasing daily fiber, to 'fibermixxing,' a concept championed by Beneo that encourages combining different fibers for varied health benefits. According to Google’s Summergeist, interest in 'fibermaxxing' rose by 115% over the past 90 days, yet data indicates a shift towards the quality of fiber intake. Searches for dietary fiber increased by 70%, while searches for specific fibers like inulin and kiwi fiber rose by 70% and 60%, respectively.
Despite this interest, most Americans do not meet the recommended fiber intake, presenting an opportunity for brands to educate consumers on incorporating fiber-rich foods. A survey by the International Food Information Council revealed that 28% of Americans consume fiber for gut health benefits. However, misconceptions persist, with only 46% identifying fruits as a top fiber source.
Denisse Colindres from Beneo suggests that the industry should pivot from 'fibermaxxing' to 'fibermixxing' to better educate consumers. She argues that different fibers, such as viscous fibers like Beneo’s Orafti B-Fit, offer unique health benefits, including lowering blood glucose and LDL cholesterol levels. Beneo also highlights prebiotic fibers like chicory root, which support gut health by feeding beneficial bacteria.
A meta-analysis of 32 studies found that daily supplementation with 10 grams of chicory root fiber improved weight-related measures. Additional research suggested benefits for mental health, with reduced anxiety and higher bifidobacteria levels linked to chicory root fiber consumption.
From a product development perspective, 'fibermixxing' allows manufacturers to achieve formulation goals by replacing fats and sugars with fibers, enhancing nutrient density. Beneo’s fibers can be used in various products, including beverages and dairy alternatives, meeting consumer demands for nutritious options.
Colindres emphasizes that a gradual increase in fiber intake is crucial to prevent gastrointestinal discomfort, suggesting that the industry should encourage a balanced approach to fiber consumption. This strategy aims to enhance consumer health while fostering sustained interest in high-fiber products.
