Market Challenges And Opportunities

Market Drivers:

Increasing health awareness: Increasing awareness about the importance of a healthy diet and lifestyle is one of the key factors driving the growth of the market. More consumers are recognizing that obtaining adequate fiber intake through diet is essential for maintaining overall health and preventing illnesses. High fiber foods are known to reduce the risk of heart diseases, diabetes, bowel disorders, and other chronic diseases. Many national health organizations recommend consuming at least 25-30 grams of fiber per day. However, most people in developed nations consume only half of the recommended daily intake through their regular diets. The COVID-19 pandemic has further accelerated this trend as more home-bound consumers paid greater attention to boosting their immunity through diet. According to data provided by the UN Food and Agriculture Organization (FAO), the global annual per capita consumption of fresh fruits and vegetables increased from 95.9 kg in 2019 to 101.9 kg in 2020. The World Health Organization (WHO) also recommends consuming a minimum of 400 grams of fruits and vegetables daily for adequate fiber intake and overall health.

Wide application in food and beverages industry: Global dietary fibers market is witnessing significant growth driven by its wide application in the food and beverages industry. Dietary fibers find extensive usage in various food products to enhance texture, increase shelf-life, and offer various health benefits. Many national and international food regulators also recommend adequate intake of dietary fibers for a healthy diet. Food manufacturers are increasingly utilizing various types of soluble and insoluble fibers to develop healthier food options for consumers. For instance, oat, wheat, and potato fibers are being added to breads, cereal, and baked snacks to increase their nutritional value without compromising on taste. Similarly, pectin fibers from citrus fruits are used in jams, jellies, and fruit fillings to provide texture and nutrition. Soluble fibers like inulin are also finding applications in dairy products like yogurt and ice cream. They allow by reducing total sugars without changing the taste and mouth feel.

Rising incidence of lifestyle diseases: Growing prevalence of lifestyle diseases such as obesity, cardiovascular diseases, and diabetes across the globe has significantly propelled the demand for dietary fibers in 2022. These chronic health conditions have been associated with modern sedentary lifestyles and unhealthy dietary habits which lack essential fiber intake. As per the World Health Organization (WHO), cardiovascular diseases continue to be the leading cause of death globally, accounting for over 17.9 million deaths in 2019. Similarly, the International Diabetes Federation reported that approximately 537 million adults were living with diabetes worldwide in 2021, and this number is projected to rise to 643 million by 2030.

Market Opportunities:

Emerging markets in developing countries: Emerging markets in developing countries present a massive opportunity for market growth. These developing nations are experiencing rapid economic development and urbanization, thereby leading to significant changes in consumer lifestyles and diets. People in these countries have more discretionary income and there is a growing middle class with rising health consciousness. This has increased the demand for packaged food products that provide added health and nutrition. Dietary fibers play an important role in maintaining overall wellness and preventing diseases.

Food and beverage companies are recognizing the abundant potential in these emerging consumer markets. They are strategically expanding their product portfolio to include more fiber-fortified options. Many local and regional players are also launching innovative fiber-rich food items tailored to local tastes. The intake of whole grains, fruits and vegetables that are high in natural fibers is on the rise. However, the dietary fiber consumption in developing nations still lags behind global recommendations due to traditional food practices and limited awareness. There is scope to further educate people about the health benefits of high-fiber diets.

Innovation of new functional food products: The innovation of new functional food products presents tremendous opportunities in the market. In recent times, consumers have developed greater awareness about the importance of intestinal health and balanced diet. There is an increasing understanding among people that adequate fiber intake helps maintain digestive regularity and reduces risks of serious issues like heart diseases and diabetes. Food companies can capitalize on this consumer behavior by developing novel and appetizing food items enriched with functional fibers.

Government initiatives to promote healthy diets also provide tailwinds. For instance, the Dietary Guidelines for Americans 2020-2025 recommends adults consume 25-30 grams of dietary fiber per day for better heart health and diabetes management. However, on average Americans consume only 15 grams daily. Similarly, World Health Organization (WHO) guidelines suggest fiber intake of 25-29 grams for women and 38 grams for men aged 19-50 years. According to the data provided by the National Health and Nutrition Examination Survey (NHANES) conducted by U.S. Centers for Disease Control and Prevention shows nearly 90% of Americans do not meet the daily fiber intake recommendations.

Growth in food supplements sector: Global dietary fibers market has tremendous potential for growth driven by rising awareness about the health benefits of fiber-rich diets. The consumption of dietary fibers through food supplements is emerging as an important trend. Dietary fibers play a key role in maintaining gastrointestinal and cardiovascular health by regulating bowel movements, lowering cholesterol, and managing blood sugar levels. Medical research conducted by organizations like the World Health Organization indicate that adequate fiber intake from natural as well as supplementary sources can significantly help reduce the risk of many chronic diseases.

As people increasingly adopt sedentary lifestyles and consume more processed food with low fiber content, they are more prone to developing lifestyle-related ailments. This is where food supplements containing isolated or concentrated forms of fibers like inulin, pectin, beta-glucan, and psyllium gain relevance. Busy consumers struggling to meet their daily fiber needs through regular meals are looking at supplements as a convenient option. According to a report by the WHO, in 2020, non-communicable diseases collectively accounted for 74% of all deaths globally with cardiovascular diseases being the leading cause. The growing disease burden and risk awareness have accelerated the demand for functional foods and health supplements fortified with dietary fibers.