Come get your fill

Naturally Georgous - a newly launched chocolate range from Naturally Chocolate - is the latest in a long line of products to promote satiety. The chocolate contains Lipid Nutrition's Pinnothin ingredient, which promises to help people feel fuller for longer. Food Manufacture​'s latest consumer survey looks into what consumers think of such products.

For starters, there is a general lack of trying foods that promote satiety and also an unwillingness to pay a premium price for them. In addition, over half of those questioned thought that satiety foods should only be included in products which hold a healthy nutritional profile, which doesn't bode well for Naturally Chocolate.

The majority of consumers questioned have never tried foods that promote satiety. "This could be attributed to a lack of knowledge, little interest in weight management or fear of trying something new," suggests Dan Bottle, senior research executive at Harris Interactive, which compiled the survey. Males and the older generation hold a more negative view towards these foods compared to women and the younger generation.

However, there is some evidence to suggest that these foods may have a future among consumers, says Bottle. Almost half of consumers who have never tried satiety foods before, but which show a preference to do so, say they may be prepared to pay a premium price for them, he says. Similarly, those who have had positive experiences of satiety food are more open to paying a premium price for these foods.

There are mixed feelings among consumers towards satiety foods compared to other foods that promote weight management. "But a different picture emerges when comparing these foods with pills that promote satiety. There seems to be a perception amongst consumers that foods which promote satiety are 'healthier' than pills which do the same thing. There is a great aversion towards taking pills as opposed to eating foods which promote satiety," says Bottle.

It seems producers of satiety foods may have to hold out a little longer to see whether they are on to a winner. FM

This national poll was conducted online by Harris Interactive on January 24-29, among 1,952 adults aged over 16 years in Britain. For more information, contact Caterina Gerlotto​ on 0208 263 5382

Satiety foods are those that keep you feeling fuller for longer, such as Shape Lasting Satisfaction yoghurts, Kellogg's Special K Sustain cereal, or low-glycaemic index foods. What are your views on satiety foods?

I have tried satiety foods and liked them 19%

I have tried satiety foods and didn't like them 6%

I have not tried satiety foods, but would like to 26%

I have not tried satiety foods, and have no desire to 37%

Not sure 12%

Which of the following statements about the price of satiety foods best applies to you?

I would definitely be prepared to pay a premium price for satiety foods 3%

I may be prepared to pay a premium price for satiety foods 26%

I would not be prepared to pay a premium price for satiety foods 57%

Not sure 14%

Looking at the different categories that satiety foods could fall into, do you think satiety foods should ...?

Include all product categories regardless of their nutritional profile 16%

Only include products with a healthy nutritional profile 53%

Not exist 5%

Not sure 26%

Comparing satiety foods to other foods that promote weight management, such as low fat products, would you prefer ...?

Satiety foods, rather than other weight management foods 9%

Other weight management foods, rather than satiety foods 15%

Both satiety foods and other weight management foods 42%

Neither 34%

Comparing satiety foods to satiety supplements, such as pills and capsules, would you prefer ...?

Satiety foods, rather than supplements 44%

Satiety supplements, rather than satiety foods 4%

A combination of both satiety supplements and satiety foods 6%

Neither 46%