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
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