Table 1: Quantity of fiber in cereals, by mass 24
Table 2: Market value of breakfast cereals ($ millions), by country, 2002-2011 25
Table 3: Market value of cereal bars ($ millions), by country, 2002-2011 25
Table 4: Whole grain new product launches since the year 2000 29
Table 5: Percentage breakdown of whole grain new product launches since 2000, by category 30
Table 6: High fiber new product launches since the year 2000 31
Table 7: Percentage breakdown of high fiber new product launches since 2000, by category 31
Table 8: How health and cost factors influence the choice of goods consumed, by education level 37
Table 9: Population of consumers aged 55 and above (millions), by country 39
Table 10: Factors influencing the consumption of whole grain, high fiber goods, by region 46
Table 11: List of definitions of terms used in this report 59
Figure 1: Health advantages of whole grains are associated with consuming the entire whole grain 'package' 6
Figure 2: Different whole grains vary considerably in their fiber content 7
Figure 3: Higher values are being placed on fiber & whole food consumption 8
Figure 4: The added (re)emphasis on whole grain and fiber consumption reflects the broader trend towards 'positive nutrition' 10
Figure 5: From an attitudinal perspective, European and US consumers place high importance on fiber and whole food intake: it is deemed more important than moderating consumption of ingredients such as fat, sugar, and salt 15
Figure 6: North Americans are the most frequent purchasers of whole grain and high fiber products which reflects the concerted government and industry focus on the health benefits of such products 16
Figure 7: Whole grain and high fiber claims are among the most influential to US consumers, especially when comparing to other functional benefits 17
Figure 8: Compared to issues such as fat, sugar and other aspects consumers are trying to moderate or avoid, fiber content is not typically a 'top of mind' consideration when it comes to assessing nutritional labels 18
Figure 9: There is a high awareness of whole grains and fiber, both from a general and functionality perspective in the US 19
Figure 10: A number of broader initiatives has helped drive interest in, and consumption of, whole grains and high fiber products in the US 21
Figure 11: Breakfast options now prominently advertise both fiber content and novel flavors 26
Figure 12: The need for convenient health is gaining momentum and high fiber and whole food products can be a profitable solution 28
Figure 13: Sara Lee profited from consumers' rising interest in grains with Soft & Smooth Whole Grain White 32
Figure 14: Productscan analysis reveals that specialty/ heritage grains is a (re)emerging theme of innovation 34
Figure 15: Analysis shows notable demographic variances-especially between men and women-in respondents who consider ""eating fiber"" to be a ""very important"" in maintaining a healthy diet 36
Figure 16: The proportion of US individuals who consider diet to be ""extremely influential"" in maintaining general health increases into adulthood 39
Figure 17: Numerous products are touting high fiber alongside heart health benefits 49
Figure 18: Dietary fiber (often in combination with protein) as a satiety-promoting ingredient is being incorporated into a wider range of products 51
Figure 19: The recent intense interest in digestive wellness, prompted initially by probiotics, has moved companies and consumers to re-prioritize good fiber sources 52
Figure 20: Fiber One Chewy Bars are an example of tailoring a product to meet consumer needs 55
Figure 21: The popularity of whole grain breads has resulted in interesting new varieties being launched 56
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