Recent research shows while 30% of consumers say they make it a point to eat naturally fiber-rich foods, most Americans are failing to meet their recommended daily fiber intake.

A survey by Mintel revealed 27% of respondents who think food with added fiber usually has an unpleasant taste. Despite the health benefits, a minority of adults are likely to be interested in fiber-enhanced products. One in three respondents considered their diet to be healthy, but only one in five reported actively looking for and buying products with added health claims.

“Many people have negative perceptions about the taste of fiber,” says Molly Heyl-Rushmer, senior health and wellness analyst at Mintel. “The taste deters them from eating a fiber-added product that has numerous health benefits.”

Despite the encompassing proven health benefits of fiber, twenty-five percent of respondents think fiber is only necessary for those who suffer from irregularity or other digestive problems, with men being more likely than women to hold this belief.

The research shows a disturbing cancer related fact; even though a lack of fiber is linked to various cancers, heart disease and diabetes, 22% of consumers don’t know enough about fiber to know if it is important to their health.

“Consumers are more likely to report limiting sugar, fat, sodium, and calorie intake than they are to eat naturally fiber-rich foods,” notes Molly Heyl-Rushmer. “Adults don’t fully understand the link between fiber and health.”

“The way men view fiber is a considerable obstacle for marketers to overcome,” adds Molly Heyl-Rushmer. She believes utilizing “macho” spokesmen in commercial advertising to gently poke fun at these false beliefs, and convince men they’re incorrect could be a successful marketing tool.

The study can be accessed on Mintel’s website at http://www.mintel.com or you can follow them on Twitter: http://twitter.com/mintelnews.

Lieffel Mikin, Contributing Author, HowToMarketYourBusinessNow.com