When customers hear the phrase, “greens as a supply of fibre” – what springs to thoughts? ‘Boring’ well being meals? Childhood battles with broccoli? For one of the vital vital macronutrients, fibre has a lower than stand-out popularity amongst customers, and even meals producers. Throughout a number of international surveys, customers acknowledged they have been conscious that fibre was vaguely vital to sustaining good well being[1],[2] however expressed confusion as to its particular advantages[3] – with some including that they take into account high-fibre meals to be unexciting or unsavoury![4]
Given this notion, vegetable fibre content material may not have been probably the most thrilling front-of-pack declare previously. However with beforehand area of interest matters corresponding to intestine well being and metabolic wellness turning into family speaking factors lately, vegetable fibre and its advantages may very well be prepared for a renaissance.
Right here, we break down the highest three the reason why customers, and by extension meals producers, ought to deal with fibre content material, and the central function high-quality vegetable components might play in reworking the ‘optics’ of fibre, and delivering a bunch of extra advantages within the course of!
1. Fibre-rich greens tackle important shopper well being issues
You’re probably accustomed to the headline advantages of dietary fibre; specifically that it will possibly promote satiety, help in blood-sugar administration, help the traditional functioning of the digestive system and *ahem* maintain us ‘common’.[5] With a fibre content material to calorie ratio of 1:10 in some circumstances[6]greens like cabbage, kale and carrots are wonderful sources of dietary fibre, a truth that’s all of the extra related within the context of trending well being and wellness matters.
The introduction and explosive recognition of glucagon-like peptide 1 (GLP-1) medicine – or drugs which might promote weight reduction by supporting the physique’s pure blood-sugar regulation mechanisms[7] – over the previous 18 months has reframed the standing of practical meals from ‘fascinating’ to ‘important’. Mintel’s 2025 developments forecast predicts that even those that don’t take weight administration medicine are searching for meals wealthy in vitamins – in order that they’re nonetheless getting what issues, even with a lowered urge for food. We will see proof of this pattern taking off worldwide, with 33% of Thai customers agreeing it’s value forking out on wholesome, nutrient-dense meals containing nutritional vitamins and fibre[8]and 83% of Brazilians stating they search for meals that assist them really feel full for longer.[9] This ‘basic diet’ pattern can also be merging with current eating regimen and wellness themes corresponding to sugar-reduction, a declare that’s nonetheless vital to greater than a 3rd of world customers in 2024.[10]
Low in sugar however filled with fibre, nutritional vitamins and minerals, vegetable components like juices, concentrates and purees slot effortlessly into the present well being and wellbeing panorama. By swapping high-sugar banana for fibre-rich white bean as a smoothie base for example, or swirling kale and zucchini puree right into a pasta sauce, meals and beverage manufacturers can keep on prime of the developments, help customers searching for to make more healthy selections, and foster the constructive associations that construct model loyalty.
2. Fibre is key for a satisfying sensory expertise
Thick, scrumptious soups, wealthy stews, spoonable child meals and even some smoothies – although numerous these merchandise have not less than one factor in widespread: they’re constructed on vegetable fibre. At its most simple degree, dietary fibre fulfils a structural function that not solely helps bodily capabilities, however performs a foundational function in crafting satisfying textures. If, because the widespread adage goes, ‘style is king’ – then texture is his fortress. Whereas figures differ between sources, greater than half of world customers persistently cite texture as one in every of their key meals priorities.[11],[12] With this in thoughts, the texture-building properties of fibre-rich vegetable components are all of the extra engaging, notably since they permit meals manufacturers so as to add physique, flavour, color and dietary advantages to recipes multi function step.
At SVZ we’re consultants in texture, permitting our prospects to select from an enormous number of greens, varieties, codecs and even processing ranges to supply the right puree consistency – chunky to silky clean and every thing in-between. It’s additionally our ongoing mission to evolve perceptions of fruit and vegetable components previous the anticipated by discovering new and thrilling methods to show-off their innate versatility. An incredible instance right here is our Carte Blanche white vegetable purees, concentrates and NFC juices, a premium ingredient vary designed to assist producers improve their formulations with nutritious and texturizing fibre, with out an accompanying spike in sugar – or ‘scary’ synthetic inclusions.
3. Construct shopper belief with fibre-rich, nature-led diet
The ultimate benefit of fibre-rich greens is, that they’re pure and – when produced correctly – sustainable. It is a important consideration since customers’ urge for food for lean, ‘inexperienced’ and pristine labelling reveals no indicators of abating, with gross sales of unpolluted label snacks seeing an 8% enhance in 2023, outstripping the efficiency of these that includes synthetic components.[13] The demand for naturalness is a symptom of latest well being and wellness developments, however can also be inextricably linked to rising environmental consciousness. For nearly two thirds of world customers, sustainability is a extra vital buying driver now than it was two years in the past[14]and with 77% of Gen Z respondents telling FMCG Gurus they suppose food and drinks producers ought to be doing extra to guard the planet, the onus is clearly on manufacturers to up their efforts.[15]
Embracing the potential of vegetable components is a technique meals and beverage producers can present their allegiance to all issues ‘clear’ and pure. Minimally processed and multifunctional, they are perfect for preserving labels brief and recognisable, whereas making certain merchandise are filled with pure flavour, texture, and color. At SVZ, our agronomy groups and sustainability consultants work tirelessly to guard and protect the pure world, whether or not it’s by coordinating biodiversity or water conservation tasks at our companion farms or putting in photo voltaic panels and heat-recovery methods in our processing services to cut back our reliance on non-renewable vitality sources. What’s extra, by utilizing completely tasty, but imperfectly formed greens to make our purees, juices and concentrates, we guarantee extra of nature’s goodness makes it onto customers’ plates, somewhat than onto landfill websites.
From filling our stomachs and delighting the senses, to cleansing up labels – there’s a lot extra to fibre-rich vegetable components than meets the attention. Discover your prefect high-fibre answer or be taught extra about our in depth greens vary right here: https://www.svz.com/merchandise/
[1] Victoria Norton, Carol Wagstaff, Julia Rodriguez Garcia, Alison Lovegrove, Peter Shewry, Mark Charlton, Nicola Gillett, Marcus John Tindall, Stella Lignou, “Wait, Do I Want Extra Fiber?” Exploring UK Customers’ Dietary Fiber-Associated Consciousness and White Bread as a Viable Resolution to Promote Subsequent Consumption, Present Developments in Diet, Quantity 8, Problem 9, 2024, 104430, ISSN 2475-2991, https://doi.org/10.1016/j.cdnut.2024.104430.
[2] Gustafson CR, Rose DJ. US Shopper Identification of the Well being Advantages of Dietary Fiber and Consideration of Fiber When Making Meals Selections. Vitamins. 2022 Jun 3;14(11):2341. doi: 10.3390/nu14112341. PMID: 35684141; PMCID: PMC9182951.
[3] Victoria Norton, Carol Wagstaff, Julia Rodriguez Garcia, Alison Lovegrove, Peter Shewry, Mark Charlton, Nicola Gillett, Marcus John Tindall, Stella Lignou, “Wait, Do I Want Extra Fiber?” Exploring UK Customers’ Dietary Fiber-Associated Consciousness and White Bread as a Viable Resolution to Promote Subsequent Consumption, Present Developments in Diet, Quantity 8, Problem 9, 2024, 104430, ISSN 2475-2991, https://doi.org/10.1016/j.cdnut.2024.104430.
[4] Sajdakowska M, Gębski J, Jeżewska-Zychowicz M, Królak M. Shopper Selections within the Bread Market: The Significance of Fiber in Shopper Selections. Vitamins. 2020 Dec 31;13(1):132. doi: 10.3390/nu13010132. PMID: 33396471; PMCID: PMC7823423.
[5] https://www.mayoclinic.org/healthy-lifestyle/nutrition-and-healthy-eating/in-depth/fiber/art-20043983
[6] https://www.webmd.com/food-recipes/ss/slideshow-cabbage-benefits
[7] Nationwide Well being Service (NHS), Diabetes medicines: GLP-1 agonists
, https://www.guysandstthomas.nhs.uk/health-information/diabetes-medicines-glp-1-agonists
[8] Mintel, 2025 International Meals and Drink developments report, https://insights.mintel.com/rs/193-JGD-439/photos/Mintel_2025_Global_Food_and_Drink_Trends.pdf?model=2&mkt_tok=MTkzLUpHRC00MzkAAAGWgmjWIb8FSwkAlUn8TndUsOB_wYFFzZbtWhjR__Ie8l4A9angBcj-rLMXgzUEveBxckycRdbZq4KOkVZNdnca11fhpUaZb8l0J-4PfguKr25Y
[9] Mintel, 2025 International Meals and Drink developments report, https://insights.mintel.com/rs/193-JGD-439/photos/Mintel_2025_Global_Food_and_Drink_Trends.pdf?model=2&mkt_tok=MTkzLUpHRC00MzkAAAGWgmjWIb8FSwkAlUn8TndUsOB_wYFFzZbtWhjR__Ie8l4A9angBcj-rLMXgzUEveBxckycRdbZq4KOkVZNdnca11fhpUaZb8l0J-4PfguKr25Y
[10] NIQ Report – Dive into the Traits Shaping Meals and Beverage in 2024, Could 2024, https://uncover.gfk.com/story/tasting-tomorrow/web page/4/1
[11] FMCG Gurus, Taste, Colour & Texture: New Flavors are Sparking Shopper Curiosity, November 2022, https://fmcggurus.com/weblog/flavor-color-and-texture-innovative-flavors-are-sparking-consumer-interest-in-2022/
[12] Jones, R. (2020). Shopper Preferences and the Position of Texture in Meals Selections: A Survey Evaluation. Journal of Shopper Behaviour, 19(4), 385-398. DOI: 10.1002/cb.1862
[13] NIQ Report – Wellness developments influencing customers in 2024, https://nielseniq.com/international/en/insights/evaluation/2024/state-of-better-for/
[14] NIQ Report – The altering local weather of Sustainability, https://nielseniq.com/international/en/insights/training/2024/rise-of-functional-beverages/
[15] https://fmcggurus.com/wp-content/themes/fmcg/static/img/FMCG-Gurus-High-Ten-Traits-for-2024-Development-Digest.pdf
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