A Megatrend Beyond 'Gut Health'! 'Dietary Fiber' Blending into Daily Life Becomes the Protagonist of Consumption

According to search data, 'dietary fiber' is currently the second most popular nutritional category after protein (Chart 1). Driving this significant demand is the senior demographic aged 70 and over, who show the highest interest across all generations and have increased their search share compared to 2022 (Chart 2). Their high sense of personal responsibility, seeking to fundamentally solve health issues associated with aging through daily dietary improvements, is pushing these numbers up.

In the past, dietary fiber had a strong image as a component for addressing specific concerns like 'gut regulation (relieving constipation).' However, its role has now been updated to 'daily defensive measures' against lifestyle-related diseases, such as suppressing post-meal blood sugar spikes and managing cholesterol.

Furthermore, changes in dietary habits and food intake associated with aging, such as 'not being able to eat much at once,' are also fueling this interest. As people prioritize 'quality'—efficiently supplementing nutrition in daily meals rather than simply consuming large quantities—dietary fiber has become an essential 'foundation of the diet' that supports daily health, rather than just a temporary measure.

In this way, the concept of maximizing intake by effortlessly incorporating dietary fiber into every daily eating scene—including staple foods, snacks, and even beverages and soups—is likely to expand across generations in the future. Currently, the concept of 'fiber maximizing' is gaining attention in the West, and it is highly likely to take root in the Japanese market as a new trend that can be practiced in all aspects of life.