Digestive health key to consumer wellbeing

Digestive health is seen as key to the wellbeing of European consumers, according to new research by Beneo.

The survey of more than 1,000 consumers in the UK and Spain, found the majority (UK 59%, Spain 81%) rate digestive health as important to them. It is particularly seen as a wellness issue among consumers. ‘Feeling good and contributing to overall health’ is ranked among the main reasons why more than two thirds of consumers choose foods that support digestive health.

The results, Beneo suggests, show digestive health is linked to today’s industry key trends of weight management and free from, with half of consumers (UK 45%, Spain 59%) choosing digestive health products to help them lose weight.

“Digestive health is of great interest to consumers,” says Myriam Snaet, manager of market intelligence and consumer insights at Beneo. “Our research results show that it is a wellness topic for consumers and they feel that it has direct impact on their overall health and wellbeing.”

In addition, more than two thirds (UK 73%, Spain 89%) of respondents with gluten/lactose limitations see digestive health as very important to them.

The results also found that more than half of consumers (UK 58%, Spain 65%) view breakfast as the key occasion to choose food and beverages that support digestive health.

Applications such as breakfast cereals, yogurt, fruit juices, cereal bars, bread and breakfast cookies are regarded as appealing in this respect by consumers in both countries, highlighting an opportunity for digestive health-focused breakfast products.

Meanwhile, natural products continue to gain ground, with 46% of respondents saying chicory root fibre is the most natural sounding name for a soluble fibre, while only 16% believe maltodextrin, dextrin and polydextrose sound natural.

This, Beneo explains, reflects the production method used; inulin and oligofructose are obtained from chicory root via a gentle hot water extraction method, while some other fibres require a chemical process to synthesise the ingredient from glucose syrup.

And according to the company, its chicory root fibres, Orafti Inulin and Oligofructose can help manufacturers meet consumer demand for products that support digestive health.