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Satiety – the latest craze or a passing phase?

Date published: 24 Oct 2006

As food products claiming to “satisfy hunger” begin to appear in the UK and US marketplace, Euromonitor International forecasts that 'satiety' could be the next big health and wellness trend, with the potential to surpass the success of both the GI and low-carb phenomena.

Consumers crave a diet that's easier to swallow With many consumers now turned off by health scares associated with high-protein eating and confused by the nutritionally 'complicated' nature of GI diets, the timing is right for a new food craze. This time the industry is looking for a less radical concept that will appeal to a large number of consumers – and high satiety seems to fit the bill perfectly.

High satiety – feeling fuller for longer When a meal is truly satisfying, we experience 'satiety'. It is not merely the physiological state of fullness, but also a conditioned reflex to smell and visual input. Products offering satiety will therefore appeal to consumers of the lucrative health and wellness market, who are continuously demanding innovative diet products that they can enjoy, but at the same time will help them to lose weight.

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