Get more info on this report! Fiber Food Ingredients in the U.S.: Soluble-, Insoluble- and Digestive-Resistant Types

June 1, 2010

Almost all major food companies, as well as many regional and local manufacturers, are pumping up their products with fiber in order to help Americans consume the recommended daily intake of 25 to 30 grams. Without help from fiber-fortified foods and beverages, most Americans only consume about half the amount suggested for optimal health. In the past decade, numerous fiber ingredient suppliers have surfaced in the United States, making the category very competitive.

Packaged Facts conducted an extensive analysis of the many facets of the fiber food ingredients market, enabling Packaged Facts to estimate share of volume sales for specific fiber food ingredients in the year 2004. Packaged Facts used 2004 as the base year from which to estimate growth in volume sales and provide projections until 2014. This data are not for actual volumes sold and used in product applications, rather the data show annual increases in volume, as well as changing market share for specific fiber food ingredients for the 10-year period from 2004 to 2014. Data to determine the baseline year (2004), as well as estimations up to 2009 and projections through 2014 were obtained from an extensive analysis of suppliers, the retail market and consumers.

This report looks at the fiber-fortified food and beverage category from two angles. The primary focus is on available fiber ingredients and the suppliers that provide them to the consumables industry. In addition, the report explores the finished products in the marketplace and the Americans that purchase them. The report provides insight to the types of fiber and their proven benefit; the companies that supply the ingredients, including a competitive analysis by fiber type and application; marketplace success stories; consumer understanding of the category as well as use of fiber-fortified products and more.

Additional Information

Market Insights: A Selection From The Report

A Booming Business

The fiber-enriched food and beverage market is in its infancy, and hence, many ingredient suppliers are attracted to marketing fiber food ingredients. In the 1990s, there were likely less than 20 suppliers of fiber food ingredients, and most of them were marketing conventional, insoluble-type fibers. In 2010, there are more than 50 companies supplying fiber food ingredients to U.S. food formulators. They range from being global public companies that offer all types of ingredients, and sometimes even supply fiber to non-food companies, to smaller, privately owned businesses that focus only on fiber food ingredients. Some companies include research divisions and have dedicated scientists that study their proprietary, and often patented, branded fiber food ingredients in production and clinical settings. Other companies sell commodity, unbranded fibers.

All Fiber Food Ingredients Are Experiencing Growth

Packaged Facts determined that sales of all fiber food ingredients will continue to increase indefinitely, as the market for fiber-enhanced foods is still in its infancy. There is a great deal of room for growth across almost all food categories, which presents an opportunity for the many different fiber food ingredients currently available to formulators. However, some fiber food ingredients will grow at a faster rate for reasons ranging from “being a more compatible ingredient to many applications” to “being a new player in the marketplace and one that has gained the attention of large food manufacturers.”

Conventional, Insoluble-Type Fibers Lead in Market Share

Packaged Facts estimates that in 2004, 91% of all fiber food ingredient sales were of conventional, insoluble-type fibers. The remaining 9% share was split evenly between conventional, soluble-type fibers and emerging, novel fibers.

Projected growth rates for these three categories indicate a major shift in market share by 2014. Remember, volume sales for all fiber food ingredients are projected to increase, just some more than others.

Share for conventional, insoluble-type fibers, the fiber food ingredients that have historically been used the most in food formulations, will decrease by...

Novel Fibers Show the Greatest Growth Rate

Growth of novel fiber food ingredients, which showed the greatest CAGR (65.6%) for the five-year period from 2005 to 2009, was driven by polydextrose (CAGR=54.6%). Though available to the food formulating industry for more than 25 years, it was in 2007 that polydextrose was approved for use as an ingredient in an extensive array of foods

and beverages. This resulted in a boom in use by formulators, as polydextrose is a multi-functional, versatile and inexpensive fiber food ingredient. Both chicory root/inulin (CAGR=42.3%) and fructooligosachharide (FOS)/fructan (CAGR=35.7%) continue to drive innovation in the fiber-enriched food marketplace. Though CAGRs for the period from 2005 to 2009 are not available for fiber food ingredients introduced during this time frame (e.g., galactooligosaccharide (GOS), resistant starch and soluble corn fiber/resistant corn dextrin), they all doubled and some even tripled in volume sales once they were introduced to the marketplace. (See Figure 4-2 and Table 4-2.)

In the News

Active Market for Fiber-Fortified Food and Beverages Reaches Consumers

through Product Innovation, Finds Opportunities for Growth

New York, September 9, 2010 — With most Americans consuming only about half the recommended amount of 25 to 30 grams of fiber daily, major food companies and other industry players are introducing waves of new fiber-fortified food and beverage products, according to Fiber Food Ingredients in the U.S.: Soluble-, Insoluble- and Digestive-Resistant Types by market research publisher Packaged Facts. Coinciding with the increased activity in the highly competitive category are numerous growth opportunities that will also create shifts in the types of fiber ingredients utilized in future products.

“Packaged Facts determined that sales of all fiber food ingredients (i.e., conventional, insoluble-type fibers; conventional, soluble-type fibers; and novel fiber food ingredients) will continue to increase indefinitely, as the market for fiber-enhanced foods is still in its infancy,” says Don Montuori, publisher of Packaged Facts. “There is a great deal of room for growth across almost all food categories, which presents an opportunity for the many different fiber ingredients that are among the most popular with today’s food formulators.”

In particular, formulators are embracing novel fibers—most of which have only been available to formulators since the turn-of-the-century or for an even shorter period of time. Novel fibers have gained the attention of formulators due to their versatility and invisible nature in food applications that previously were not conducive to fiber enrichment. This, along with the desire of food manufacturers to increase the soluble fiber content of foods, has Packaged Facts predicting that the novel fiber food ingredient category will increase its share of the market by more than 750%, jumping 35 percentage points from an almost 5% share in 2004 to a 39% share in 2014.

Packaged Facts estimates that in 2004, 91% of all fiber food ingredient sales were of conventional, insoluble-type fibers—the fiber food ingredients that have historically been used the most in food formulations. The remaining 9% share was split evenly between conventional, soluble-type fibers and emerging, novel fibers. Future projections are that the share for conventional, insoluble-type fibers will decrease by 41%, or 38 percentage points in 2014, while the share for the mostly new or newly refined conventional, soluble-type fibers will increase 64%, or almost 3 percentage points.

Fiber Food Ingredients in the U.S.: Soluble-, Insoluble- and Digestive-Resistant Types examines the fiber-fortified food and beverage category from two angles. The primary focus is on available fiber ingredients and the suppliers that provide them to the consumables industry. Also explored are the finished products in the marketplace and the Americans that purchase them. Further, the report provides insight to the types of fiber and their proven benefit; the companies that supply the ingredients, including a competitive analysis by fiber type and application; marketplace success stories; consumer understanding of the category as well as use of fiber-fortified products and more.

About Packaged Facts - Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products. Packaged Facts also offers a full range of custom research services.

Table of Contents

Almost all major food companies, as well as many regional and local manufacturers, are pumping up their products with fiber in order to help Americans consume the recommended daily intake of 25 to 30 grams. Without help from fiber-fortified foods and beverages, most Americans only consume about half the amount suggested for optimal health. In the past decade, numerous fiber ingredient suppliers have surfaced in the United States, making the category very competitive.

Packaged Facts conducted an extensive analysis of the many facets of the fiber food ingredients market, enabling Packaged Facts to estimate share of volume sales for specific fiber food ingredients in the year 2004. Packaged Facts used 2004 as the base year from which to estimate growth in volume sales and provide projections until 2014. This data are not for actual volumes sold and used in product applications, rather the data show annual increases in volume, as well as changing market share for specific fiber food ingredients for the 10-year period from 2004 to 2014. Data to determine the baseline year (2004), as well as estimations up to 2009 and projections through 2014 were obtained from an extensive analysis of suppliers, the retail market and consumers.

This report looks at the fiber-fortified food and beverage category from two angles. The primary focus is on available fiber ingredients and the suppliers that provide them to the consumables industry. In addition, the report explores the finished products in the marketplace and the Americans that purchase them. The report provides insight to the types of fiber and their proven benefit; the companies that supply the ingredients, including a competitive analysis by fiber type and application; marketplace success stories; consumer understanding of the category as well as use of fiber-fortified products and more.

Chapter 1: Executive Summary Introduction to Fiber Food (and Beverage) Ingredients Why Fiber? Table 1-1: Daily Fiber Intakes Recommendations, by Age and Gender Benefits of Consuming Fiber Recommended Sources of Fiber in the Diet Dietary Guidelines: 2005 vs. 2010 Americans Don’t Consume Enough Food-Based Sources of Fiber Focus of this Report Food Ingredients Excluded from This Report

Fiber Ingredient Classification Soluble vs. Insoluble Fibers Soluble Fiber Synthetic Options Insoluble Fiber Both Soluble and Insoluble: Resistant Starch Other Classification Terminology

Fiber Ingredient Types Many Sources, Many Ingredients Are All Fibers Created Equal? Conventional vs. Novel Conventional Fiber Food Ingredients Novel Fiber Food Ingredients

Health Effects of Fiber Benefits in Consuming Fiber Cancer Diabetes Gastrointestinal Health Prebiotics Heart Disease Weight Management

The Fiber Food Ingredients Marketplace A Booming Business Determining Market Composition All Fiber Food Ingredients Are Experiencing Growth Conventional, Insoluble-Type Fibers Lead in Market Share Figure 1-1: Share of Fiber Food Ingredient Volume Sales, by Fiber Classification, 2004-2014 New Novel Fibers Stealing Share as Formulators Embrace Them Table 1-2: Share of Fiber Food Ingredient Volume Sales, by Specific Fiber Types, 2004-2014 Novel Fibers Show the Greatest Growth Rate Projected Growth Rates

Ingredients for Fiber Claims Performance vs. Enrichment Fibers Conventional Fiber Use in New Products

Novel Fiber Use in New Products The Consumer of Fiber-Enriched Foods

Consumers Get It Functional Foods Research Confirms Awareness and Interest Table 1-3: Awareness and Consumption of Certain Food Components for Health Reasons, 2009

Chapter 2: The Ingredient Key Issues

Introduction to Fiber Food (and Beverage) Ingredients Why Fiber? Table 2-1: Daily Fiber Intakes Recommendations, by Age and Gender 24 Benefits of Consuming Fiber Recommended Sources of Fiber in the Diet Dietary Guidelines: 2005 vs. 2010 Americans Don’t Consume Enough Food-Based Sources of Fiber Focus of this Report Food Ingredients Excluded from This Report History of Fiber No Longer Being Crude

Defining Dietary Fiber No Legal Definition Exists AACC Publishes Definition Fiber Food Ingredients Recognized Proposing a Single, Global Definition for Fiber Table 2-2: The Institute of Medicine’s Proposed Definition for Fiber, 2002 Codex Formalizes a Definition, Too For Now, the Debate Goes On

Fiber Ingredient Classification Soluble vs. Insoluble Fibers Soluble Fiber Synthetic Options Insoluble Fiber Both Soluble and Insoluble: Resistant Starch Other Classification Terminology

Fiber Ingredient Types Many Sources, Many Ingredients Are All Fibers Created Equal? Conventional vs. Novel Conventional Fiber Food Ingredients Novel Fiber Food Ingredients Fiber Terminology Alpha-cyclodextrin Arabinogalactan Beta-glucan Bran Cellulose

Chicory Root Fiber Chitosan Dextrin Fiber Fructooligosaccharide (FOS) Galactooligosaccharide Glucomannan Gums Hemicellulose Inulin/Oligofructose Larch Arabinogalactan Lignin Mucilage Oligosaccharide Pectin Polydextrose Polyfructan Psyllium Resistant Maltodextrin Resistant Starch Other There Are Very Few Truly New Fibers

Regulatory Landscape Labeling Nomenclature Provide the Facts: Nutritional Information Musts Carbohydrate and Dietary Fiber Declaration Percent Daily Value Breaking Out Soluble and Insoluble Fibers Products that Are Exempt Nutrition Regulations in Foodservice Health, Nutrient Content and Structure/Function Claims Health Claims Table 2-3: Fiber Health Claims: Requirements and Model Claims Nutrient Content Claims Table 2-4: Fiber Nutrient Content Claims: Requirements Structure/Function Claims FDA Calls on Companies to Correct Labeling Violations Nutritional Label Warning Letters CSPI Targets Fiber Ingredients

Health Effects of Fiber Benefits in Consuming Fiber Cancer Diabetes Gastrointestinal Health Prebiotics Heart Disease

Weight Management

Chapter 3: The Marketers Key Issues

Many Fiber Food Ingredient Suppliers A Booming Business Table 3-1: Leading U.S. Fiber Food Ingredients Suppliers and Their Fiber Ingredients

Profile: Archer Daniels Midland Co., Decatur, Illinois Company Overview Joint Venture with Matsutani Fibersol-2 VegeFull

Profile: Beneo-Group, Morristown, New Jersey Company Overview Establishing Inulin in the United States Growth Expected Despite Raw Material Costs Understanding Orafti Inulin and Oligofructose Synergy1 L58 Organic The Beneo Label Communicates Benefits Overseas Orafti Oligofructose for Weight Loss

Profile: Cargill, Inc., Minneapolis, Minnesota Company Overview Cargill’s Extensive Line of Inulin and Oligofructose DS2 Inulin Instant Inulin XL Inulin F97 Oligofructose ActiStar RM Starch Barliv Barley Betafiber Fiber Krunch

Profile: Colloides Naturels International, Inc., Bridgewater, New Jersey Company Overview Marketing Acacia Gum as Fiber Equacia Fibregum

Profile: Corn Products International, Inc., Westchester, Illinois Company Overview Acquiring GTC Provides Point of Entry into Fiber Food Business BioAgave NutraFlora OatVantage Oat Bran Purimune Galactooligosaccharide

Profile: Danisco USA, Inc., New Century, Kansas Company Overview Global Leader in Polydextrose

A Brief History Extension of Approved Applications Relationship with International Fiber for Fibrex Danisco Expands Production of Cellulose Gum

Profile: The Dow Chemical Co., Midland, Michigan Company Overview Cellulose-Based Fiber Ingredients Fortefiber Satisfit

Profile: Fiberstar, Inc., River Falls, Wisconsin Company Overview All About Citrus Citri-Fi Wins FIE Award New Use: Meat and Poultry

Profile: The Fibred Group, Cumberland, Maryland Company Overview All About Soy Fiber Profile: FMC BioPolymer, Philadelphia, Pennsylvania Company Overview Conventional Fibers Historically for Structural Purposes Avicel Hydrocolloid Acquisition

Profile: FutureCeuticals, Momence, Illinois Company Overview Numerous Fiber Options BarleyTrim Calorie ControlTrim Nutrim Oat Bran UltraTrim Oat Bran

Profile: Grain Millers, Eugene, Oregon Company Overview Non-Branded Oat Bran and Fiber

Profile: Grain Processing Corp., Muscatine, Iowa Company Overview The Two Sides of TruBran TruBran Corn Bran TruBran Oat Fiber

Profile: Gum Technology Corp., Tucson, Arizona Company Overview Cellulose-Based Ingredients Coyote Cellulose Gel 50 Coyote Fiber Blend ACO Gums Marketed as Fibers Coyote Gum Arabic T Spray Dried Coyote Konjac A Coyote Fenuxan

Coyote Fiber Blend AS-0912 Conventional Soluble-Type Fibers Oat Fiber Psyllium Husk

Profile: International Fiber Corp., North Tonawanda, New York Company Overview Fibrex FloAm JustFiber Keycel NutraFiber Qual Flo Solka-Floc

Profile: J. Rettenmaier USA LP, Schoolcraft, Michigan Company Overview Many Plant Sources for Vitacel

Profile: Matsutani America, Inc., Itasca, Illinois Company Overview One Product and One Product Only: Fibersol-2

Profile: MGP Ingredients, Inc., Atchison, Kansas Company Overview Resistant Starch Fibersym RW Resistant Wheat Starch Study FiberRite RW

Profile: National Starch Food Innovation, Bridgewater, New Jersey Company Overview Resistant Starch Hi-maize 220 and 260 Satiety-Inducing Effect Improving Insulin Sensitivity In the Market In Foodservice Nutriose

Profile: Roquette America, Inc., Keokuk, Iowa Company Overview Nutriose Polysorb FM Polysorb FM 98/4/25 Polysorb FM 75/4/37 Polysorb FM 75/4/52 Polysorb FM 75/4/67 Polysorb FM 98/4/67

Profile: Sensus America LLC, Monmouth, New Jersey Profile: Sensus America LLC, Monmouth, New Jersey

Company Overview

Frutafit Inulin and Frutalose Oligofructose Frutalose SF75 Debuts July 2010 Investigating Health Benefits Prebiotic Benefits Reported

Profile: SunOpta Ingredients Group, Chelmsford, Massachusetts Company Overview Focus on Fiber Barley Balance MultiFiber Oat Fiber Pea Fiber Soy Fiber Stabilized Brans and Germs

Profile: Tate & Lyle, Decatur, Illinois Company Overview Promitor Resistant Starch Soluble Corn Fiber The Skinny on Promitor Fibers Sta-Lite Polydextrose

Profile: TIC Gums, Inc., White Marsh, Maryland Company Overview Gums as Fiber Nutriloid 4000 and 7000 Nutriloid 010 Powder Nutriloid Bamboo Fiber Nutriloid Fiberplus Powder Tic Pretested Dairyblend YG FB3 Tic Pretested Gum Arabic FT Powder Tic Pretested Inulin LV-100 Ticacel MCC FG-100 Powder Ticaloid Lite HF

Noteworthy Suppliers Minor Players Acatris, Inc. AHD International Ceres Organic Harvest, Inc Ciranda, Inc. ConAgra Foods, Inc CreaFill Fibers Corp FrieslandCampina Domo Garuda International, Inc. Lonza, Inc. Mid America Food Sales Ltd Naturex, Inc. Nu-Tek Products, LLC

NutraCea, Inc Nutraceuticals International LLC Oat Ingredients LLC The Solae Co Taiyo International, Inc Wacker Chemical Corp. Watson, Inc

Chapter 4: The Market Key Issues

The Fiber Food Ingredients Marketplace Determining Market Composition Engineering Model All Fiber Food Ingredients Are Experiencing Growth Conventional, Insoluble-Type Fibers Lead in Market Share Figure 4-1: Share of Fiber Food Ingredient Volume Sales, by Fiber Classification, 2004-2014 New Novel Fibers Stealing Share as Formulators Embrace Them Table 4-1: Share of Fiber Food Ingredient Volume Sales, by Specific Fiber Types, 2004-2014 Novel Fibers Show the Greatest Growth Rate Retail Sales Assist with Growth Estimations (and Projections) Figure 4-2: Estimated Compound Annual Growth Rates for Fiber Food Ingredient Volume Sales, by Fiber Classification, 2005-2009 Table 4-2: Estimated Growth Rates of Fiber Food Ingredient Volume Sales, by Specific Fiber Types, 2005-2009 Table 4-3: Annual Unit Sales for Select Fiber-Enriched Foods, 2005-2009 Projected Growth Rates Figure 4-3: Projected Compound Annual Growth Rates for Fiber Food Ingredient Volume Sales, by Fiber Classification, 2010-2014 Table 4-4: Projected Growth Rates of Fiber Food Ingredient Volume Sales, by Specific Fiber Types, 2010-2014

Chapter 5: The Conventional Fiber Market Key Issues

Competitive Analysis: Conventional, Insoluble-Type Fibers Market Overview Figure 5-1: Conventional, Insoluble-Type Fiber Food Ingredients, Volume Share of Total Market, 2004, 2009 and 2014 Market Analysis Figure 5-2: Conventional, Insoluble-Type Fiber Food Ingredients, Percent Share of Category, 2004, 2009 and 2014 Figure 5-3: Conventional, Insoluble-Type Fiber Food Ingredients, Compound Annual Growth Rates, 2005 to 2009 and 2010 to 2014 Cellulose Market Share

Figure 5-4: Share of Cellulose in the Fiber Food Ingredients Market, by Top-Three Suppliers, 2009 Applications Figure 5-5: Share of Cellulose in the Fiber Food Ingredients Market, by Application, 2009 Oat Fiber (from hulls) Market Share Figure 5-6: Share of Oat Fiber in the Fiber Food Ingredients Market, by Top-Four Suppliers, 2009 Applications Figure 5-7: Share of Oat Fiber in the Fiber Food Ingredients Market, by Application, 2009 Pea Fiber Market Share Figure 5-8: Share of Pea Fiber in the Fiber Food Ingredients Market, by Top-Three Suppliers, 2009 Applications Figure 5-9: Share of Pea Fiber in the Fiber Food Ingredients Market, by Application, 2009 Soy Fiber Market Share Figure 5-10: Share of Soy Fiber in the Fiber Food Ingredients Market, by Top-Four Suppliers, 2009 Applications Figure 5-11: Share of Soy Fiber in the Fiber Food Ingredients Market, by Application, 2009 Wheat Fiber Market Share Figure 5-12: Share of Wheat Fiber in the Fiber Food Ingredients Market, by Top-Three Suppliers, 2009 Applications Figure 5-13: Share of Wheat Fiber in the Fiber Food Ingredients Market, by Application, 2009 Other Fruit and Vegetable Fiber Citrus Fiber Apple Fiber Corn Bran Market Share Figure 5-14: Share of Corn Bran in the Fiber Food Ingredients Market, by Top-Two Suppliers, 2009 Applications Wheat Bran Applications

Competitive Analysis: Conventional, Soluble-Type Fiber Food Ingredients Market Overview

Figure 5-15: Conventional, Soluble-Type Fiber Food Ingredients, Volume Share of Total Market, 2004, 2009 and 2014 Market Analysis Figure 5-16: Conventional, Soluble-Type Fiber Food Ingredients, Percent Share of Category, 2004, 2009 and 2014 Figure 5-17: Conventional, Soluble-Type Fiber Food Ingredients, Compound Annual Growth Rates, 2005 to 2009 and 2010 to 2014 Beta-Glucan from Barley Market Share Figure 5-18: Share of Beta-Glucan from Barley in the Fiber Food Ingredients Market, by Top-Four Suppliers, 2009 Applications Figure 5-19: Share of Beta-Glucan from Barley in the Fiber Food Ingredients Market, by Application, 2009 Beta-Glucan from Oats Market Share Figure 5-20: Share of Beta-Glucan from Oats in the Fiber Food Ingredients Market, by Top-Six Suppliers, 2009 Applications Figure 5-21: Share of Beta-Glucan from Oats in the Fiber Food Ingredients Market, by Application, 2009 Gums Market Share Figure 5-22: Share of Gums as Fiber in the Fiber Food Ingredients Market, by Top-Six Suppliers, 2009 Applications Figure 5-23: Share of Gums as Fiber in the Fiber Food Ingredients Market, by Application, 2009 Psyllium Market Share Figure 5-24: Share of Psyllium in the Fiber Food Ingredients Market, by Top-Six Suppliers, 2009 Applications Sugar Beet Fiber Applications Figure 5-25: Share of Sugar Beet Fiber in the Fiber Food Ingredients Market, by Application, 2009

Chapter 6: The Novel Fiber Market Key Issues

Competitive Analysis: Novel Fibers Market Overview Figure 6-1: Novel Fiber Food Ingredients, Volume Share of Total Market, 2004, 2009 and 2014 Market Analysis Resistant Starch: Time to Tout its Benefits Remaining Very Minor Players

Figure 6-2: Share of Novel Fiber Food Ingredients, by Specific Fiber Types, 2004, 2009 and 2014 Figure 6-3: Conventional, Soluble-Type Fiber Food Ingredients, Compound Annual Growth Rates, 2005 to 2009 and 2010 to 2014 Chicory Root/Inulin Market Share Figure 6-4: Share of Chicory Root/Inulin in the Fiber Food Ingredients Market, by Top-Three Suppliers, 2009 Applications Figure 6-5: Share of Chicory Root/Inulin in the Fiber Food Ingredients Market, by Application, 2009 FOS/Fructan Market Share Figure 6-6: Share of FOS/Fructan in the Fiber Food Ingredients Market, by Top-Four Suppliers, 2009 Applications Figure 6-7: Share of FOS/Fructan in the Fiber Food Ingredients Market, by Application, 2009 Galactooligosaccharide Larch Arabinogalactan Polydextrose Market Share Figure 6-8: Share of Polydextrose in the Fiber Food Ingredients Market, by Top-Two suppliers, 2009 Applications Figure 6-9: Share of Polydextrose in the Fiber Food Ingredients Market, by Application, 2009 Resistant Maltodextrin Figure 6-10: Share of Resistant Maltodextrin in the Fiber Food Ingredients Market, by Application, 2009 Resistant Starch Market Share Figure 6-11: Share of Resistant Starch in the Fiber Food Ingredients Market, by Top-Four Suppliers, 2009 Applications Figure 6-12: Share of Resistant Starch in the Fiber Food Ingredients Market, by Application, 2009 Soluble Corn Fiber/Resistant Corn Dextrin Market Share Figure 6-13: Share of Soluble Corn Fiber/Resistant Corn Dextrin in the Fiber Food Ingredients Market, by Top-Four Suppliers, 2009 Applications Figure 6-14: Share of Soluble Corn Fiber/Resistant Corn Dextrin in the Fiber Food Ingredients Market, by Application, 2009

Chapter 7: The Applications Key Issues

Flagging Fiber Contents The Many Roles of Fiber Food Ingredients in Formulations Grain-Based Applications Lead in Fiber Content Claims Flagging Fiber Contents Table 7-1: New Product Introductions Flagging Fiber Content on Package, Percent Share of Number of Reports by Product Category, Total 2005 to 2009 Figure 7-1: New Product Introductions Flagging Fiber Content on Package, Percent Share of Number of Reports by Product Category, Total 2005 to 2009 Figure 7-2: New Product Introductions Flagging Fiber Content on Package, Total Number of Reports, 2005 to 2009 A Little Extra Provides a Marketing Edge To Blend Is the Trend Let There Be Fiber Overlapping Claims Leading Retail Applications New Product Introductions Making Fiber Content Claims Table 7-2: New Product Introductions Flagging Fiber on Front Panel of Package, Number of Reports by Product Category, 2005-2009

Ingredients for Fiber Claims Performance vs. Enrichment Fibers Conventional Fiber Use in New Products Table 7-3: Number of U.S. New Food Product Introductions Containing Beta-Glucan in the Ingredient Statement, 2005-2009 Table 7-4: Number of U.S. New Food Product Introductions Containing Bran in the Ingredient Statement, 2005-2009 Table 7-5: Number of U.S. New Food Product Introductions Containing Cellulose in the Ingredient Statement, 2005-2009 Table 7-6: Number of U.S. New Food Product Introductions Containing Gums in the Ingredient Statement, 2005-2009 Table 7-7: Number of U.S. New Food Product Introductions Containing Pectin in the Ingredient Statement, 2005-2009 Table 7-8: Number of U.S. New Food Product Introductions Containing Psyllium in the Ingredient Statement, 2005-2009 Novel Fiber Use in New Products Table 7-9: Number of U.S. New Food Product Introductions Containing Fructan in the Ingredient Statement, 2005-2009 Table 7-10: Number of U.S. New Food Product Introductions Containing Inulin in the Ingredient Statement, 2005-2009 Table 7-11: Number of U.S. New Food Product Introductions Containing Oligofructose in the Ingredient Statement, 2005-2009 Table 7-12: Number of U.S. New Food Product Introductions Containing Polydextrose in the Ingredient Statement, 2005-2009 Table 7-13: Number of U.S. New Food Product Introductions Containing Resistant Maltodextrin in the Ingredient Statement, 2005-2009 Table 7-14: Number of U.S. New Food Product Introductions Containing Soluble Corn Fiber in the Ingredient Statement, 2005-2009

Table 7-15: Number of U.S. New Food Product Introductions Containing Resistant Starch in the Ingredient Statement, 2005-2009

Fiber Ingredients in New Product Launches Ingredient Selection Noteworthy Introductions Table 7-16: Select New Product Introductions Making a Fiber Claim and Their Fiber Ingredients, Full 2009 through March 31, 2010 Introductions Emphasizing Fiber The Forerunner in the Fiber Franchise Kellogg’s Commitment to Fiber Setting the Pace Drinking your Fiber Women Can Have It All Crisp and Lean Breakfast Making Fiber the Hero Freezing Fiber Froose Is More than Juice Hydrating Protein Drink Sent to the Graveyard

Chapter 8: The Consumer Key Issues

The Consumer of Fiber-Enriched Foods Consumers Get It Functional Foods Research Confirms Awareness and Interest Table 8-1: Awareness and Consumption of Certain Food Components for Health Reasons, 2009 Additional Quick Facts from the Functional Foods Study Survey Shows Interest in Consuming More Fiber Is Up Additional Quick Facts from the Food & Health Study Grocers’ Survey Confirms Consumers Are Eating More Fiber Women Seek Out High-Fiber Label Claims Communicating Fiber Content to Consumers Consumers Say: I Look for Fiber Content on Food Labels Kellogg Agrees that Consumers Need to Read It FDA Says Most Don’t Believe Content Claims Are Accurate

Experian Simmons Consumer Usage Analysis Experian Simmons Consumer Survey Trends in Attitudes on Including Fiber in the Diet Table 8-2: U.S. Individual Attitudes on Including Fiber in the Diet, by percent, 2005-2009 Trend in Cereal Brands Consumed Table 8-3: U.S. Individual Use of Select Cereal Brands, by Percent, 2005-2009 Using Demographic Indices Demographic Attitudes Towards Fiber Table 8-4: Demographics Favoring or Resisting Individual Attitudes on Including Plenty of Fiber in the Diet, by Index, 2009

Table 8-5: Demographics Favoring or Resisting Select Cereal Brands, by Index, 2009 Table 8-6: U.S. Individual Attitudes Towards Including Plenty of Fiber in the Diet and Favoring or Resisting Select Cereal Brands, by Index, 2009

Appendix 1: Fiber Food Ingredient Suppliers

Appendix 2: Fiber Food Ingredient Supplier Ads Figure A2-1: Archer Daniels Midland Co. “Vegefull” Figure A2-2: Cargill, Inc. “Barliv” Figure A2-3: Colloides Naturels International, Inc. “fibregum” Figure A2-4: Corn Product International, Inc. “Purimune” and “NutraFlora” Figure A2-5: Danisco “USA, Inc. “Litesse” Figure A2-6: Fiberstar, Inc. “Citri-fi” Figure A2-7: FutureCeuticals “Nutrim” and “Calorie Controltrim” Figure A2-8: Grain Millers “Oat Fiber” Figure A2-9: International Fiber Corp. “Solka-Floc,” “JustFiber” and “Fibrex” Figure A2-10: Lonza, Inc. “FiberAid” Fiber A2-11: Matsutani America, Inc. “Fibersol-2” Figure A-12: MGP Ingredients, Inc. “Fibersym RW” Figure A-13: Roquette America, Inc. “Nutriose” Figure A-14: SunOpta Ingredients Group “Barley Balance,” “MultiFiber” and more Figure A2-15: Tate & Lyle “Promitor”

Appendix 3: Marketers of Fiber-Enriched Products

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