Singapore's Gold Roast Food Industry, known for its instant coffee and cereal products, has extended its offerings with a new dietary fibre brand called fibro. This trend presents significant opportunities for exporters aiming to cater to the growing demand for health-focused, clean-label products.
The dietary fibre supplementation business growth is driven by health-conscious consumers seeking convenient, minimally processed food options.
Market Trends
The Rise of Dietary Fibre Supplementation
Gold Roast Food Industry has launched a new nutritional brand, fibro, aimed at health-conscious, active female consumers. This brand focuses on dietary fibre supplementation, introducing five new product SKUs on its official TikTok shop and select pharmacy chain stores from mid-June. The founder, Lily Li Yu Tong, a nutritionist and health coach, developed these products with professors from Cornell University. The star ingredient in fibro’s products is inulin, a prebiotic fibre known for its benefits to digestive health and appetite control.
Health and Convenience Drive Consumer Choices
The demand for dietary fibre has surged, especially post-COVID-19, as consumers increasingly prioritize health and convenience. Li noted that modern lifestyles necessitate minimally processed food options. fibro’s products, such as the Coconut Chia Nori Oats Bowl and White Quinoa Rose, are designed to meet this demand, leveraging Gold Roast's existing cereal and oat offerings. These products are plant-based, free from artificial colourings, and cater to the vegan and clean-label trends.
Innovative Product Development for Younger Demographics
fibro is strategically targeting the younger demographic to expand its customer base. Products like the fibro Reds Beauty Powder and Lingonberry Drink not only provide dietary fibre but also support beauty-from-within and anti-inflammatory benefits. The Reds Beauty Powder, formulated with acai, beetroot, pomegranate, acerola cherry, and grapefruit, is rich in antioxidants. The Lingonberry Drink, designed to reduce urinary tract infections, contains a high concentration of anthocyanins.
Strategic Actions
1. Expand Product Lines with Dietary Fibre Supplements
Businesses should diversify their product offerings to include dietary fibre supplements that cater to health-conscious consumers seeking convenience and minimally processed options.
Implementation Steps:
Conduct market research to identify consumer preferences for dietary fibre and health supplements.
Develop new product lines incorporating prebiotic fibres like inulin to enhance digestive health benefits.
Utilize natural, plant-based ingredients to appeal to vegan and clean-label trends.
The rising demand for health-focused, minimally processed foods presents a lucrative opportunity. Gold Roast’s success with fibro demonstrates the potential for dietary fibre supplements to attract health-conscious consumers, particularly younger demographics.
This strategy can lead to increased market share, enhanced brand loyalty, and the ability to command premium pricing. By aligning with consumer preferences for health and convenience, businesses can drive sales and improve market positioning.
2. Leverage Influencer Marketing and E-commerce Platforms
To effectively reach health-conscious consumers, businesses should leverage influencer marketing and e-commerce platforms like TikTok and major pharmacy chains.
Implementation Steps:
Partner with health influencers and nutritionists to promote dietary fibre products on social media.
Utilize e-commerce platforms to launch and distribute new product lines, ensuring broad accessibility.
Offer detailed product information and health benefits through engaging content and interactive campaigns.
Influencer marketing and e-commerce platforms are powerful tools for reaching health-conscious consumers, particularly younger demographics. Gold Roast’s use of TikTok to launch fibro products exemplifies this approach.
This strategy can enhance brand visibility, drive online sales, and foster consumer engagement. By leveraging digital marketing channels, businesses can effectively communicate the health benefits of their products and build a loyal customer base.
3. Innovate with Functional Ingredients for Added Health Benefits
Incorporate functional ingredients into dietary fibre products to address specific health concerns and enhance overall consumer appeal.
Implementation Steps:
Research and identify functional ingredients that complement dietary fibre, such as antioxidants and anti-inflammatory agents.
Develop product formulations that combine these ingredients to offer additional health benefits, like beauty-from-within and immune support.
Highlight the health benefits of these ingredients in marketing materials to educate consumers.
Consumers are increasingly seeking products that provide multiple health benefits. Gold Roast’s fibro products, which include ingredients like acai and lingonberry, demonstrate the demand for functional foods.
This approach can attract a broader consumer base, differentiate products in a competitive market, and support premium pricing strategies. By offering multifunctional health benefits, businesses can meet diverse consumer needs and drive sales growth.
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