A rough old deal

High fibre products have been around for donkeys' years, but it seems that although two thirds of our survey's respondents have tried and enjoyed such foods, they are reluctant to put their hands in their pockets for the privilege.

"If food manufacturers think they can charge more for foods with a higher fibre content then the results show that this may not be wholly fruitful, with over a half of consumers saying that they would not pay more for such foods," says Dan Bottle, senior research executive at Harris Interactive, which compiled the survey. "There is a small window of opportunity here though, with just under a third of consumers saying they may be prepared to pay a higher price for these foods; as well as those consumers who are actively seeking to increase their intake of fibre being more likely to pay extra for foods that contain higher levels of fibre."

The elderly are more conscious of what they are eating, he notes. "The older consumer is more likely to have tried and liked high fibre foods. The 55 and overs are also most likely to believe they eat enough fibre, while the younger consumer is less knowledgeable when it comes to fibre intake."

Consumers are generally against the idea of fortifying all types of products with fibre, regardless of whether they actually contain fibre naturally, with just 13% in favour of this. The elderly were particularly against this suggestion with just 8% of the over-55s in favour, while this figure doubled for those aged between 16 and 34.

However, there was no consensus on which foods manufacturers should fortify. While 20% thought it was only OK to add extra fibre to foods that were not high in fibre, 17% thought it wasn't right to fortify any foods with fibre and 13% felt that it was only OK to add extra fibre to foods that were already naturally high in fibre.

On a more positive note, foods that are high in fibre have a high penetration rate, with only 9% of respondents never having tried them. But, saying this, only a third of consumers are actively trying to increase their fibre intake, which does not bode well for manufacturers that are trying to sell new products on the basis of their high fibre content. FM

This national poll was conducted online by Harris Interactive on April 30 - May 7, among 2,072 adults aged over 16 years in Britain. For more information, contact Caterina Gerlotto. cgerlotto@harrisinteractive.com 0208 263 5382

Which of the following statements best describes your fibre consumption?

I think I am eating enough fibre 55%

I think I am not eating enough fibre 19%

I don't know if I am eating enough fibre, but am interested in finding out 16%

I don't know if I am eating enough fibre, and am not interested in finding out 10%

Are you actively trying to increase your fibre intake?

Yes, I am actively trying to increase my fibre intake 34%

No, I am not actively trying to increase my fibre intake 66%

What are your views on foods that are high in fibre, such as wholemeal bread and certain cereals?

I have tried foods that are high in fibre and liked them 66%

I have tried foods that are high in fibre and didn't like them 13%

I have not tried foods that are high in fibre, and don't have any desire to 5%

I have not tried foods that are high in fibre, but would like to 4%

Not sure 12%

Which of the following statements about the price of foods that are high in fibre best applies to you?

I would not pay more for foods that are high in fibre specifically because of the high fibre content 55%

I may be prepared to pay more for foods specifically because of the high fibre content 32%

I would definitely be prepared to pay more for foods that are high in fibre specifically because of the high fibre content 4%

Not sure 9%

Which of the following statements best reflects your views on foods with added fibre?

It is only fine to add extra fibre to foods that are not high in fibre 20%

It is not right to add extra fibre to any food products 17%

It is fine to add extra fibre to any foods 13%

It is only fine to add extra fibre to foods that are already naturally high in fibre 13%

Not sure 14%

I have no opinion on this matter 23%