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As consumer interest grows in fibre, manufacturers have stepped in to fill the demand with increased launch activity, according to Innova Market Insights.

In the US 44 per cent of respondents say they are increasing their consumption of fibre, compared to 33 per cent in the UK.

The renewed interest in fibre goes beyond its digestive health benefits, with newly discovered health benefits, such as sports nutrition, driving new fibre applications.

The average annual growth of new sports nutrition launches tracked with a fibre claim global between 2013 to 2017 had a CAGR of more than 55 per cent.

US consumers’ reasons to consume fibre include 64 per cent for digestive management, 24 per cent for weight management and 16 per cent for energy.

Fibre claims are also expanding into new categories such Coke Fiber +, and fibre yoghurt, according to Innova.

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