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20-April-2025
Consumers are increasingly aware of the health benefits of increasing their fiber intake, including gut health benefits linked to improved immunity, cognition, and overall health. However, as many don’t consume the recommended daily fiber levels, the nutrition industry sees substantial opportunities for new delivery formats and fortification strategies.
Nutrition Insight discusses fiber fortification options to help consumers improve their intake with suppliers Ingredion, Tate & Lyle, Sensus, Alland & Robert, and COMET.
Vanessa Bailey, senior manager of Global Strategy and Innovation in Healthful Solutions at Ingredion, tells us that brands and consumers are increasingly aware of fibers’ benefits beyond digestive health, which have been studied extensively.
“For instance, some fibers are now positioned for prebiotic benefits or metabolic advantages, such as blood sugar management.”
She adds: “The rise of GLP-1 medications has shifted the focus toward foods that offer smaller portions but are dense with nutrition. Brands are meeting this demand by adding or fortifying their products with fiber to cater to the needs of these consumers.”
Abigail Storms, Tate & Lyle’s SVP of Fiber and Sweetener Platform, adds that incorporating prebiotic fibers to support gut health is one of the leading fiber fortification trends.
“Gut health is currently a big topic for the industry, health professionals, and consumers, with growing awareness of the wider health benefits of a well-nurtured gut environment or microbiome driving shoppers to look for products that will support it.”
She adds that soluble fibers, such as oligofructose and soluble corn fiber, are desirable for formulators, as these are easily incorporated into various foods and beverages and are linked to health benefits.
Fiber fortification trends
The experts observe substantial potential to develop added-fiber foods for convenience. The space has expanded into new categories, with Innova Market Insights data indicating an 18% year-over-year growth in sports nutrition launches with fiber claims between September 2022 and October 2024.
Eszter Heijnen, commercial manager at Sensus, says consumers want to increase fiber consumption, even though many are unaware of the recommended daily intake. She points to several key drivers of growing fiber demand — consumer preference for plant-based and clean label options, gut health awareness, and overall interest in wellness and balanced nutrition.
“Consumers increasingly prefer clean labels and natural products derived from plants. This trend aligns with the growing demand for sustainable and health-conscious food options.”
She observes rising awareness about fiber’s crucial role in maintaining digestive health. “More consumers recognize that a healthy gut contributes to overall well-being and scientific innovation is increasingly focused on the effects of fiber on gut health and beyond, including cognitive health and immunity.”
Beyond digestive health, Heijnen says consumers incorporate fibers into their diets for overall wellness. “They are seen as beneficial for weight management and targeting specific health needs of different demographic groups.”
She sees a promising future for fiber fortification due to these trends. “Manufacturers will focus on clean label and functional foods, aligning with consumer preferences for natural, health-boosting ingredients with credible health claims. Collaboration between food scientists, nutritionists, and marketers will be crucial for innovative solutions that do not compromise taste or texture.”
Digestive benefits
Meanwhile, Dr. Isabelle Jaouen, R&D director at Alland & Robert, says growing consumer knowledge of digestive health drives interest in pre- and probiotics.
She adds that brands are increasingly prioritizing educating consumers and helping them make good choices to control their health. “This is particularly visible in functional products, where the benefits of fiber fortification are well displayed. Knowledge is power.”
“In addition, consumers are increasingly linking their health with the planet’s health, and brands must provide more and more transparency about their climate-friendly and ethical commitments.”
Jaouen says: “Research is a great tool to evidence the positive impact of fiber on human health.” She highlights that research was essential in the US FDA approving acacia gum as a dietary fiber in 2021.
To help secure the approval, Alland & Robert submitted two science-backed citizen petitions with a working group of other acacia gum stakeholders to prove that the fiber has physiological benefits to human health, including its benefits on blood glucose levels. Jaouen adds that the working group also provided data from clinical trials to support the request to recognize acacia gum as a dietary fiber.
“Alland & Robert’s own research on the benefits of acacia fiber in digestive health also produced results that speak for themselves — 88% of consumers saw a reduction in their bowel pain after two months of a daily acacia gum intake. Bloating was reduced for 75% of them, and stomach aches were reduced for 65% of those tested.”
Consumer-driven opportunities
Hannah Ackermann, a registered dietitian and Comet’s VP of Marketing and Nutrition Affairs, also sees consumers becoming savvier about gut microbiome science. She highlights cognition and immunity as two specific health targets consumers seek out when looking at prebiotic ingredients.
“This will positively impact the prebiotic category as consumers better understand the ingredients’ efficacy and proven benefits,” she highlights. “This positive perception demonstrates a robust opportunity for brands to highlight the diversity of prebiotics on the market and their specific benefits.”
In addition, Ackermann points to the success of Ozempic and GLP-1 drugs, showing that “consumers are not only interested in but willing to pay large amounts of discretionary income for products that provide tangible results.”
She says that prebiotic fibers can leverage this opportunity to improve insulin responses and satiety or a feeling of fullness after a meal.
