Tate + Lyle: Research confirms value of fibre

Decatur / IL. (tl) Research released by Tate + Lyle underlines the growing awareness by European consumers of the importance of fibre. The research reveals that people across Europe continue to struggle to meet their daily fibre intake, with a third of the survey´s 1’565 respondents admitting they do not consume enough fibre. Young people were most concerned. These findings are part of Tate + Lyle´s ongoing research into European consumers´ attitudes towards labelling, ingredients and shopping habits. Tate + Lyle´s research reveals that fibre is now seen by European consumers as almost as valuable as more established claims such as «low in fat». 40 percent of the respondents rated fibre as an important benefit when purchasing products, while 72 percent said they would be willing to pay extra for products enriched with fibre (up from 50 percent in 2008 when we last asked this question in a survey on European consumers´ dietary preferences). 26 percent of the respondents suggested they would be willing to spend 20 percent or more for products which include a «high in fibre» claim (again, up from 16 percent in 2008). Jerome Tauzin, Product Manager for fibre at Tate + Lyle commented: «The results of our research show very clearly increased consumer awareness of the importance of fibre and the huge potential of high in fibre products. Growing numbers of consumers recognise that they are looking at ways to ensure they meet their daily fibre requirements».