Mars Bets on Fiber, AI and Personalized Nutrition for the Next Decade
Mars Food & Nutrition says only 1 in 9 consumers gets enough fiber, and it has raised fiber across its portfolio 73% since 2021.
Mars is looking ten years ahead, and fiber sits near the top of the list. The company’s food and nutrition R&D chief laid out the trends she expects to reshape eating by 2036.
TLDR
- Mars sees fiber, AI and personalized nutrition shaping food by 2036.
- Fiber delivery across the Mars Food & Nutrition portfolio is up 73% since 2021.
- Only 1 in 9 consumers gets enough fiber, Mars says.
- Taste and convenience still decide what people buy.
The Fiber Gap
“The fact that only one in every nine consumers out there actually gets enough fibre is astonishing,” said Karina Zimerfeld, global vice president of research and development at Mars Food & Nutrition.
According to Mars, more than 70% of consumers recognize that fiber matters, but only 20% to 25% actively prioritize it. The company says it has increased fiber delivery across its food and nutrition portfolio by 73% since 2021.
Taste Still Wins
Health alone will not carry a product, Zimerfeld said. “Consumers want something that’s delicious, convenient and healthy.” She added: “I can make an amazingly healthy product, but if it doesn’t taste amazing consumers won’t buy it.”
AI and Personalization
Mars expects AI to play a growing role in product development and in understanding consumers. On its potential, Zimerfeld said: “I would say we’re just scratching the surface.” The company also sees personalized nutrition, paired with health tracking technology, becoming part of how people choose food.
Why It Matters
When one of the world’s largest food companies names fiber as a ten-year priority, the trend is no longer niche. The gap between knowing fiber matters and actually eating enough is the opportunity. Products that close it without sacrificing taste stand to win.
Source: FoodNavigator. Read the report.