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FIBRE - FIBER - FIBRA

Specific Ingredients Linked To Specific Benefits
Overview Of The Fiber Industry
Fiber Consumption In The United States
Fiber Consumers
Trend Towards Increased Fiber Consumption
Industry: Fortification With Fiber
Graph: Us Fiber Industry Projected Annual Growth

Specific Ingredients linked to Specific Benefits
The chart below shows fiber to be the primary key ingredient that benefits the majority of consumers’ health concerns: Cancer Prevention, Heart Health, Weight Management, Bone Health and Immune Support. (Detailed in the FiberWater sections sub-links)

In The Albany Democrat Herald Dan Vierria called Fiber "Today’s Superhero."  "It has been rediscovered, researched, and readdressed in a variety of products…", said Dan.

FiberWater further addresses these concerns by simultaneously meeting consumers’ daily needs for fiber as well as for their daily need for water. There is no doubt, and certainly there is no contention as to the voracity of the health benefit claims for fiber and water. In exactly that same vein, the exact same can be said for FiberWater. FiberWater is poised at this optimum time as consumers are drinking smarter because they are now, and will continue to drink even healthier. 

Water To Live & Fiber To Live Healthier



Overview Of The Fiber Industry
The New Face of Fiber

In 1999 I ran a Google search for dietary fiber (spelling fiber - fiber) and found there were approximately 70,000 references.  If I spelled fiber - fibre as they do mainly in Europe, or fibra - as they do mainly in the Latin speaking countries I found far fewer references.

It is 2007 and today a Google search for dietary fiber brings forth 1,800,000 references, spelled fibre, 1,120,000 references, and for the spelling fibra 156,000 references.

Fiber is in the news domestically and internationally:

Newsweek (April 16, 2007) asks; "Is Fiber the Next Protein?"  Forbes (March 2007) recognizes fiber as one of the nine most important nutrients, while distinguished dieticians and nutritionists have considered fiber one of the top six most important nutrients. The prestigious Mayo Clinic firmly states that "dietary fiber is an essential part of a healthy diet." 

On television: Joan Lunden appeared on ABC’s talk show "The View".  World-recognized heart surgeon Dr. Mehmet Oz (President Clinton’s physician, and recent guest on "The Oprah Winfrey Show") says that, "If we can work on our fiber and water intake, our digestive systems could dramatically improve."  Also featured on Oprah was her diet advisor Bob Greene who also extolled the health virtues of fiber.  Other world renowned doctors and medical professionals have spoken on the importance of fiber on national television networks.  Prime-time news broadcasters have reported on the importance of fiber as well.  Additionally international weight management organizations such as Weight Watchers® and Jenny Craig® also promote the importance of fiber in their daily eating programs.  (FiberWater Section has a sub-link titled "Experts say")

It is also the accumulating knowledge within the scientific community of the enormous range of the health benefits that fiber addresses that has propelled the once relegated understanding of fiber as a laxative to where it is today…one of the six most important nutrients according to medical experts.  In Food Technology (April 2002 edition), the Gallup Poll/WFC 2001 revealed that consumers’ increased understanding of the broad range of health benefits associated with fiber that makes fiber a top priority ingredient to include in their daily diet.  Since 2002 fiber awareness in relation to all the health benefits associated with it has increased even more.  Polls now show that "One third of US shoppers increased their use of fiber in the last two years...with 83% of those polled recognizing fibers function in improving energy, 77% in the prevention of heart disease, 71% in preventing cancer, 70% to control weight, and 45% in relation to the prevention of diabetes."

Not only have there been speakers addressing fiber at seminars, but there have also been international conferences dedicated to the subject of fiber. (Science section contains a lengthy series of studies, reference materials, and a bibliography of articles on fiber)


Fiber Consumption In The United States
The American Dietetic Association recommends that healthy adults consume between 20 and 35 grams of dietary fiber a day based on their caloric intake.  (14 grams of dietary fiber per 1000 calories is the computation)  For children The Harvard School of Public Health recommends that children over age two should consume an amount equal to or greater than their age plus five (5) grams per day.  Currently it is estimated that American adults consume on an average 14-15 grams of fiber per day.

The Dietary Guidelines recognize that consumers have difficulty achieving the government’s recommended intake of fiber, and continually stress the importance of making high in fiber food choices.  The percentage of adults 18 and older indicating agreement with the statement "I try to include plenty of fiber I my diet" has increased from 43% in 2004 to 47% in 2006, according to Simmons Market Research Bureau.

In a survey of U.S. adults, 65% agreed that they were trying to include plenty of fiber in their diet, according to data gathered by Simmons in a study conducted in 2006.  This percentage was up from 61% in 2004. The survey also found that high fiber foods were mentioned by 18% of respondents as a type of food purchased when watching their diet.

A survey of attitudes towards functional foods found that 10% of Americans mentioned fiber in 2005 to help reduce the risk of disease as compared with 6% in 2002. The foods most likely to be eaten for a specific health concern included 63% indicating fiber for heart disease and 59% for reducing cancer. 
(I invite you to visit the medical sub-links in the FiberWater section of my site for a comprehensive overview. More evidence and references can be found in my Science Section)


Fiber ConsumerS
It is extremely difficult to qualify and quantify the number of consumers who will purchase stand alone fiber products in supplemental form, and or purchase a food or beverage product fortified with fiber. Partially this is due to the reason consumers want to include fiber in their diet. Many consumers just know fiber is good for them, and that is enough.  Others, as discussed above, have target-specific health wants and needs they want to address. 

I have yet to locate any significant data relating to all of the specific reasons consumers are purchasing fiber supplements and or fiber fortified products. (Noting that a purchase of a fiber supplement or fortified fiber product may be made for more than one person in the household)  Brian Hankin, (r) evolution Partners, Atlanta Ga., provided some of the following information and charts indicating who a purchaser of a fiber product might be.  Together we believe that approximately 75% of the high-in-fiber foods and beverage purchases are made by women.  Also we noted that that the purchasers of high in fiber products had at least graduated from high school.

Looking at ethnic demographics we see that whites are way more likely to purchase products high in fiber. 

It is my personal opinion that FiberWater purchases will not be predominately made by women nor will they be predominately made by whites, and here is why:  FiberWater addresses heart health which is a big concern amongst men as well as cancer, diabetes, and digestive health, not to mention how many men are on diets and struggling with obesity issues.  Hispanics are very prone to these conditions as well as Blacks and even Asians, especially those who have adopted our American fast food over processed way of eating.

If we look at the chart below showing fiber purchases by age it is interesting to note that some 18-24 year olds buy fiber products.  Between ages 25-45 the graph is pretty consistent.  Purchases go up in the 45-54 age group and then back off age 55-64 and there is a very slightly increases in the 65+ group.  Not featured on the chart below is, by age, consumers use of laxatives which goes way up in the 65+ group.  I am of the opinion that this group still feels that fiber is to be used as a laxative only as that is what they most probably grew up believing. For them; light users of laxatives was 32% (129) medium users 28.7% (200) and heavy users 40.0% (237).

While consumers are purchasing and  will continue to purchase, high fiber products for all age groups I believe that with FiberWater on the market the complexion of this chart will change drastically especially with the increased knowledge of all the scientifically proven health benefits of soluble fiber which are not in the laxative category.



Trend Towards Increased Fiber Consumption
"Some researchers have calculated that if Americans doubled their intake for fiber, they could cut 100 calories from their daily diet -- which could shave off 10 pounds of yearly weight" WebMD.com

"According to the ADA, 7% of the US population has some form of diabetes and was the sixth leading cause of death in 2002.  The ADA recommends and intake of 20 to 35 grams of fiber a day." Mintel Reports

29% of people surveyed ranked high fiber as a characteristic of healthy food.  This is the fourth highest behind fresh food (40%) whole grains (36%) and low fat (30%) Food for Life Monitor, Yankelovich 

"The average low-carb dieter consumes only seven to eight grms of fiber a day -- approximately 17 grams short of the minimum recommended daily intake." Annals of Internal Medicine

(Information provided by (r)evolution partners Atlanta Ga. who cited the original references)



Industry: Fortification With Fiber
According to market researcher Mintel, the US market in general is seeing a stronger focus on fiber. And beverages fortified with fiber are a natural next step. "I expect to see a lot of innovation around prebiotic effects and fiber in beverages, as this can be a great way for people to get their fiber source," said Dr Deborah Dihel, business development manager for soluble fiber at National Starch.  "This is an easy way to improve the health of a lot of people in a form that’s convenient and well-accepted, as it allows manufacturers to improve their formulations while still producing creative, fun products. It meets consumer demands of wanting it all," she told FoodNavigator-USA.com.

Developing healthier products is not only the key to stronger sales for manufacturers but it also boosts a firms financial value as investors increasingly consider it an important element of corporate sustainability.

With mounting evidence of the health benefits of fiber food and beverage manufacturers are increasingly looking to make their products more appealing in the health market place.  Industry reports and articles reflect that they are now looking towards the fiber industry as a source of this appeal Demand for fiber in the US is forecasted to more than double in the next four years, with food and beverage manufacturers set to "tap into regions with very few competitors but with high product demand," according to new research by Frost & Sullivan.

With Americans in particular being made aware of the importance of consuming enough fiber everyday (Dietary Guidelines for Americans, advise that adults consume between 25-30 grams of fiber a day) and being made aware that on average Americans only consume 15 grams of fiber, according to Frost & Sullivan, the fiber deficit in the average American diet means there is "a huge potential for growth in the food beverage fiber industry."


GRAPH: US FIBER INDUSTRY PROJECTED ANNUAL GROWTH
The 2005 study reveals that the nation's food fiber industry is estimated to reach $495.2 million by 2011, compared to $193.1 million in 2004 demonstrating an overall growth over 7 years of 156% with an annual growth of 23.4%


Source:  Frost and Sullivan

According to a recent market report, the entire food fiber market in the US was worth $193.1 million in 2004, $176.2 million of which is insoluble fiber and $16.6 million soluble. This balance is in sharp contrast to the European and Japanese markets, where soluble already has a greater share. But while Frost and Sullivan predicts overall growth to $495.2 million by 2011, the soluble fiber sector is expected to increase by almost twice the compound annual growth rate (CAGR) compared to insoluble fiber - 26.3 percent compared to 13.1 percent.

Indeed, with growing health awareness, fiber enhancement is becoming increasingly popular with food and beverage manufacturers, resulting in increased innovation.  The total global references number of dietary fiber-related products in 2005 was around 2,000 and in the United States around 900 according to Datamonitor

FIBERWATER

FiberWater is a "better for you" fortified water that looks feels and tastes just like water.  FiberWater is part of the bottled water industry as well as the better for you fortified functional bottled water market.

If a consumer wishes to increase their fiber intake with fortified food and/or beverages it is important to remember that all food and beverages have a taste profile and will most likely contain one or more of the following: fats, sugars, artificial sweeteners, calories, preservatives, chemicals, dyes, etc.  Additionally in many instances many products are not readily available while others are perishable and or need refrigeration.

FiberWater, and only FiberWater, has:
     ·  No taste profile,
     ·  No preservatives,
     ·  No sweeteners,
     ·  YES! FiberWater can be sold everywhere plain bottled water is sold.

Only FiberWater offers this unique and significantly important way of increasing one's daily fiber consumption.

FiberWater provides (six) 6 grams of a proprietary fourmulation of seven (7) fibres.
Look at how much food you would have to eat equivalent to that same six (6) grams.

Soluble Fibers in Foods
Serving Size Total Fiber (g) Soluable Fiber (g) Insoluble Fiber (g)
Breads, Cereals, and Pasta
Cornflakes 1 cup 0.5 0.0 0.5
White bread 1 slice 0.53 0.03 0.5
Rye bread 1 slice 2.7 0.8 1.9
Whole grain bread 1 slice 2.9 0.08 2.8
French bread 1 slice 1.0 0.4 0.6
Dinner roll 1 roll 0.8 0.03 0.8
White rice 1/2 cup cooked 0. 5 0.5 0.0
Brown rice 1/2 cup cooked 1.3 1.3 0.0
Egg noodles 1/2 cup cooked 0.8 0.3 0.8
Spaghetti 1/2 cup cooked 0.8 0.02 0.8
Bran (100%) cereal 1/2 cup 10.0 0.3 9.7
Rolled Oats 3/4 cup cooked 3.0 1.3 1.7
Oats, whole 1/2 cup cooked 1.6 0.5 1.1
Corn grits 1/2 cup cooked 1.9 0.61 0.3
Graham crackers 2 1.4 0.04 1.4
Rye wafers 3 2.3 0.06 2.2
Popcorn 3 cups 2.8 0.8 2.0
Fruits
Apple 1 small 3.9 2.3 1.6
Apricots 2 medium 1.3 0.9 0.4
Banana 1 small 1.3 0.6 0.7
Blackberries 1/2 cup 3.7 0.7 3.0
Cherries 10 0.9 0.3 0.6
Grapefruit 1/2 fruit 1.3 0.90 0.4
Orange 1 medium 2.0 1.3 0.7
Peach 1 medium 1.0 0.5 0.5
Pear 1 small 2.5 0.6 1.9
Pineapple 1/2 cup 0.8 0.2 0.6
Plums 2 medium 2.3 1.3 1.0
Strawberries 3/4 cup 2.4 0.9 1.5
Tangerine 1 medium 1.6 1.4 0.4
Vegetables
Broccoli 1 stalk 2.7 1.3 1.4
Carrots 1 large 2.9 1.3 1.6
Corn 2/3 cup 1.6 0.2 1.4
Lettuce 1 cup raw 0.5 0.2 0.3
Parsnips 1/2 cup cooked 4.4 0.4 4.0
Peas 1/2 cup cooked 5.2 2.0 3.2
Potatoes 1 small 3.8 2.2 1.6
Squash, summer 1/2 cup cooked 2.3 1.1 1.2
Tomato 1 small 0.8 0.1 0.7
Zucchini 1/2 cup cooked 2.5 1.1 1.4
Legumes
Green peas 2/3 cup cooked 3.9 0.6 3.3
Kidney beans 1/2 cup cooked 4.5 0.5 4.0
Lentils 2/3 cup cooked 4.5 0.6 3.9
Lima beans 1/2 cup cooked 1.4 0.2 1.2
Pinto beans 1/2 cup cooked 3.0 2.2 0.7
White beans 1/2 cup cooked 4.2 0.4 3.8

Data from Anderson JW, Bridges SR. Dietary fiber content of selected foods. Am J Clin Nutr 1988;47:440-7; Bowes AD.Bowes and Church's Food values of portions commonly used. 14th ed. New York: Harper & Row, 1985. And Internet resources

 

 
the history of FiberWater all about FiberWater 40 countries references/bibliography water/fortified water/fiber business press/events thank you! frequently asked questions