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Improved and clear communication: the better choice.

The fact that consumers want to live healthily is well-known for quite some time. Yet, with an abundance of information, one can get somewhat overwhelmed. Lifestyle programs or articles (online or on TV) are omnipresent and the number of cook book launches has grown exponentially in recent years. Each expert advocating his/her own logic about what’s nutritious and good for you. What is the consumer to know, understand and watch out for in the pursuit of a healthy lifestyle?

Could an overflow of messages be too much for the consumer to handle? Is there a risk of becoming counter-productive with each food producer launching a unique product proposition? BENEO takes a closer look at how Front-Of-Pack messages can bring clarity to consumers in order to help them make (healthier) food choices more easily.

What the experts say… Nutrition is key!

BENEO Whiteboard Video Prebiotic Effect

Video: The digestive health benefits of prebiotics.

Orafti® Inulin and Oligofructose are dietary fibres that support a healthy digestive function and overall feeling of wellbeing.

BENEO’s chicory root fibre is a natural plant-based, proven prebiotic. With a significant amount of high quality science, it fulfils the latest definition of a prebiotic: “a substrate that is selectively utilized by host microorganisms conferring a health benefit”. In a recent consensus statement, ISAPP established that the only dietary fibres that can be called “scientifically proven prebiotics” are galacto-oligosaccharides (GOS) and fructans, such as Orafti® Inulin and Oligofructose.

Consumer data.

Seven in ten consumers (¹) across the globe say that they want nutrition labels on products to be as simple as possible. This is because of their desire to understand quickly and easily what a product contains. Currently, a total of 53% of consumers say they believe that nutritional labeling is often made purposely difficult to understand.

Which nutritional information are they most interested in?
The knowledge of calories has been around for a while. But more important now is to see at one glance what kind of good (or bad) ingredients are in a product. In Western Europe, the number one ingredient people check when purchasing their groceries is fibre (61%), closely followed by protein, then sugar and fat – last in line are the calories (28%). (²)

Which nutritional information are they most interested in?
Consumers look for/avoid specific nutrients when buying food

Sources: (¹) FMCG Gurus, Nutritional information & labelling report, October 2019(²)
BENEO Health & Nutrition Survey Western-Europe, 2019

Videos: What consumers think of Front-Of-Pack messages

We asked consumers if they were aware of the nutritional messages and facts on the front of product packages and asked what they thought of such information. Here are some of their comments.

Improved and clear communication: the better choice.
Improved and clear communication: the better choice.
Improved and clear communication: the better choice.
Better food consumer data
Better food choices consumer data testimonials

Infographic: prebiotic coffee – the next big growth opportunity.

Functional coffee the next big growth opportunity

Almost 1 in 5 coffee drinking American men will pay more for coffee with added benefits

31% of Brazilians would like to see coffee beverages which claim to actively improve digestive health

1 in 5
Functional coffee the next big growth opportunity
1 in 4

1 in 4 Western Europeans think coffee has a positive influence on their digestive health

27% of the Chinese thinks a healthy/functional claim fits well with a coffee-based beverage

Transparent labelling: a global initiative.

Where people look for simple answers and clarity on what they consume, health authorities around the globe put food brands under pressure to join forces on aligned messages. Many governments establish policies to encourage the industry with policies for standardised, truthful and informative nutritional labelling systems.

In Europe governments and industries appear to have a focus on calories and sugar (e.g. UK target to reduce calories by 20% by 2024), while authorities in China and New Zealand aim to protect vulnerable age groups: regulation on production and labelling of food for the Chinese elderly is currently in draft; marketing activity on infant formula  in NZ is strongly regulated.

Strict calorie labelling for restaurant menus is also established in North America and Saudi Arabia. And the list of guidelines, restrictions, policies goes on… Just like the number of labelling systems that appear on product packages: Nutri-Score in France (Belgium, Netherlands,…), Traffic Light in UK and Ecuador, HealthStar in Australia, Healthier Choice in Singapore,.. Whether one is a pro- or antagonist of such systems, they can bring clarity on product content and may serve as a tool to bring your product messages across to the consumer.

Better-for-you food with naturally-sourced ingredients.

BENEO functional ingredients offer a wide variety of solutions to improve the nutritional identity of your product proposition. Ranging from reducing the less desired ingredients to including the more desirable ones, and even improving the taste or texture of such “reduced recipes”.

Less fat

Taste and texture are key when developing a scrumptious product, and fat is one of the building blocks developers use to deliver smooth textures. Unfortunately, fat content negatively affects the number of calories and the overall nutritional image of a product.

Using Orafti® Inulin is one of BENEO’s solutions to reduce fat levels in e.g. dairy desserts. Its neutral taste and low solubility (< 1 %) make it ideal to offer a similar creaminess to fat in water-based foods. In addition, BENEO offers a range or rice starches as fat replacement solution. For example, the Remyline range enhances body and smoothness of a cream cheese, and its excellent water binding properties ensure stability in favour of a longer shelf life.

If your aim is to improve the nutritional score of your product…, why not go for an “A” with BENEO ingredients?

Sugar reduction

Sugar-rich foods are under scrutiny and may even risk being banned from mother’s shopping trolleys. How can we improve their nutritional profile to make the tasty products mum-friendly again?  With a focus on sugar reduction for  healthier food choices, one way is to communicate with simple taglines, like e.g. “…% less sugar” or use colour-coded labels front-of-pack.

With BENEO’s naturally-sourced fibres, it is very easy to reduce the initial sugar content by 30% in products like biscuits, beverages, cereals and yes, even in ice cream! Alternatively, we offer Isomalt, a sweetener derived exclusively from beet sugar. With its low hygroscopicity, it is a sweet solution in a multitude of indulgent applications; e.g. in confections or dry and soft-baked goods. Talk to our experts about all BENEO’s answers for sugar replacement requirements.

Low GI or low glycaemic response

Consumers are actively looking for products that will help them to keep their blood glucose levels lower and in balance. The term “low GI” has become a well-known message in the US, indicating the low glycaemic index of a product. It triggers people to choose such products when they want to avoid for example sugar peaks/drops. Whether marketing messages mention the index or the response,… BENEO’s low glycaemic carbohydrate, Palatinose™ in your product will bring the best benefit to your consumers. With a GI as low as 32, it is BENEO’s star ingredient for blood sugar management objectives.

Long lasting energy

Though lowering sugar levels is trending at the moment, it is not the all-round solution for every situation. As a basic nutritional need, food is consumed to feed the body with energy – and this involves eating carbohydrates (i.e. sugars). The trick here is to find those quality carbs that our body benefits most from: slow-release carbohydrates providing sustained energy!

To ensure consumers understand the value of this benefit at a glance, BENEO has developed simple visual tools for our business partners to use on their packaging.

Infographic: Consumers are catching onto the powers of the gut microbiome.

Good and bad bacteria in the gut

Related product concepts.

Concept ready to drink coffee with fibres

RTD coffee: Chicory root fibres for a good gut feeling.

Get your gut in a happy and balanced mood thanks to naturally-sourced chicory root fiber promoting digestive wellness throughout the entire day.

Concept dairy drink supporting digestive health

Dairy alternative drink with Orafti® Inulin and Oligofructose.

Tasty dairy alternative drinks with planted-based prebiotics promote a balanced & healthy digestive system so you can feel good from the inside out.

Prebiotic protein snack

A healthier snack: Prebiotic PowerBites.

Your convenient feel-good snack with Orafti® Inulin. Puts a spring in your step and brings balance in your belly. Go for prebiotic powers by BENEO!

Concept flavoured fibre waters promoting digestive health

Fibre-enriched water.

Replenish yourself with prebiotic water. A tasty drink that gives so much more than a simple refreshment, thanks to BENEO’s chicory root fibres.

Prebiotic cereal bar

Good-for-You cereal bars.

Feel delighted by this tasty cereal bar with prebiotic effect from Orafti® Inulin. Have a natural feel-good day with chicory root fibres.

Prebiotic high in fibre muffin

Feel-good muffins.

Bake someone happy with delicious muffins containing chicory root fibres; promotes a balanced digestive system to keep you happy & healthy.

In-depth information about better food choices.

Paper: Fat-reduced pâté with rice starch and fibres.
Paper: Fat-reduced pâté with rice starch and fibres.

Recipe and consumer insights about fat reduction with naturally-sourced texturizing ingredients, promoting a smooth and rich mouthfeel.


PDF: Frankfurter sausages with chicory root fibres
Paper: Fat-reduced Frankfurter sausages with Orafti® Inulin.

Recipe and insights about a delicious, fat-reduced snack with less fat but excellent fat-like taste and texture.


Fibre up white bread with Orafti Inulin
Paper: White bread with Orafti® Inulin.

Nurture your inner self the prebiotic way. Chicory root fibre helps towards an improved digestion and as white bread, it’s so easy enjoy!


BENEO feel good muffin with prebiotic fibre
Paper: Feel-good muffins with prebiotic fibre.

Chicory root is the natural way to inner happiness. With high-fibre muffins you can have indulgent pleasure with a health benefit. Good soul food!


The power of prebiotics in daily life
Infographic : The power of prebiotics explained.

Wellness from within: a balanced microbiome can positively influence the entire body.


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