Fiber never has been the sexiest of supplements--oftentimes placed along the bottom rail of the typical drug store digestives set where senior citizens in search of regularity would pay their visits.

But fiber soon may get an image makeover following the Department of Health and Human Services' recent review of the U.S. dietary guidelines and an expected revision of the food pyramid later this year--both of which highlight the need of a diet high in fiber.

And that need only has become greater in recent years with America's dabbling in low-carb diets--which by their very definition are also low in fiber--in addition to the country's long-standing infatuation with the convenience afforded by fast-food offerings of processed and refined foods.

"If you really look at so many of these diets, whether it's Atkins or South Beach ... the maintenance programs that they have [as part of those diets] are very consistent with the dietary guidelines," remarked Ann Veneman, secretary of the U.S. Department of Agriculture. Eat a lot of fruits and vegetables, eat whole grains, keep fat low."

"We anticipate that there will be increased attention to fiber supplements based on the newly released dietary guidelines," commented Dick Podiak, Procter & Gamble product manager.

"What we are finding is that consumers are now more educated than ever on macronutrients," Podiak said. "Having lived through the low-fat trend and now the low-carb trend, they have a better working knowledge of how protein, carbohydrates and fat play important roles in the diet."

According to the new recommendations, people should include, through the increased consumption of fruits and vegetables, approximately 28 grams of fiber in their diets for every 2,000 calories consumed. "Initially, some Americans will find it challenging to achieve this level of intake," according to the Dietary Guidelines for Americans 2005. "However, making fiber-rich food choices more often will move people toward this goal and is likely to confer significant health benefits."

Currently, Americans on average only consume between 12 grams and 15 grams of fiber ,per day. And that's not likely to change, many are saying. "The real problem is the [level]of denial among the American public," commented Bill Steiber, vice president of sales and marketing for Konsyl Pharmaceuticals. "They think because they eat maybe a bowl of cereal and have a salad and eat a vegetable or piece of fruit during the day that they're getting plenty of fiber. And that's probably not even 9 grams [of fiber] at that rate."

Unless there are significant changes in eating habits, there will still be a lack of fiber in the diet," Podiak observed.

While the dieting message HHS provided is meant for consumers of all ages, fiber may still be most popular among card-carrying members of the AARP. Marketing is typically targeted against the 50 and older set, while the greatest amount of use is seen among those 65 and older.

Fiber potentially could appeal to a younger user, especially as the messaging on fiber use won't be rooted solely in regularity anymore. "Fiber is an important part of the diet that provides a wide range of health benefits," Podiak said. "These benefits range from helping to lower cholesterol to lowering the risk of heart disease, helping to provide good digestive health, aiding in diabetes and blood sugar management, helping to alleviate symptoms of irritable bowel syndrome [and] preventing diverticulitis [inflamed colon], just to name a few."

"Consuming at least 3 or more 1-ounce equivalents of whole grains [which are rich in fiber] per day can reduce the risk of coronary heart disease, may help with weight maintenance and may lower risk for other chronic diseases," the guidelines note.

"If you consume an additional 7 grams of soluble fiber daily, you can lower your cholesterol level by 10 [percent] to 12 percent, Steiber added.

In addition, Podiak noted, "Studies have shown that diets high in fiber can help lower the risk of some cancers."

There also may be opportunity for dual placement of fiber supplements in the drug store, remarked Podiak. "A key consumer need for [those]new to the category is product 'findability," he said. For a consumer who is looking to supplement their daily dietary fiber who has not previously been in the category, they are first going to look for the product near other dietary supplements. These consumers don't necessarily have a 'problem' they are seeking a remedy for, they are looking to 'supplement' their diet." At a minimum, retailers ought to include aisle signage in the dietary supplement area that directs consumers to fiber supplements if dual placement is not an option, Podiak suggested.

A trend toward fiber supplementation through capsules may help facilitate that secondary placement. There's been a movement toward capsules, Steiber said, because some people are averse to adding a granulated powder to their drinks or on their food.

P&G last month launched Metamucil Capsules plus Calcium in an effort to meet two dietary needs HHS highlighted, Podiak reported. "The newly released surgeon general's report on calcium and osteoporosis, along with other studies, have definitely shown that consumers are at risk of osteoporosis. ... This, coupled with the new dietary guidelines, where fiber is stressed as an important component of the diet, make this new product a natural fit for consumers seeking to improve their diets."

Top-selling fiber supplements

New dietary guidelines could inject growth
into a declining catgeory

Product                      $ sales *    % change

Metamucil                      $27.8        -8.3
Citrucel                        12.1       -13.9
Benefiber                        8.6         2.6
Konsyl                           3.4        -3.6

Total category ([dagger])      114.5       -11.7

* Sales in millions

([dagger]) Includes all laxatives liquid/powder/oils

Source: Information Resources Inc. for the 52 weeks ended Jan. 23
in the drug channel

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