Fibre is on consumers’ radar – so why is it still falling short?
Fibre has quietly moved from the margins of nutrition conversations into the mainstream, now appearing regularly on-pack, in gut health messaging and in product innovation pipelines. Yet despite this increased visibility, fibre intake in the UK remains inconsistent, and for many consumers, aspirational rather than habitual, with average adult intakes around 18–20g per day against a 30g recommendation.
Recent consumer research conducted by HRA Global into UK fibre habits highlights a familiar tension: fibre is widely recognised as important, but poorly embedded into everyday eating behaviours. Understanding why this gap persists is key to unlocking meaningful growth.
Fibre is important but rarely championed
At a headline level, fibre has clearly landed as a health cue. More than 75% of consumers say fibre is either very or somewhat important when choosing food and drink, and when placed alongside other common health claims, fibre sits comfortably near the top, second only to protein in perceived importance.
However, importance does not always translate into prioritisation. At the point of choice, fibre often loses out to more tangible or better-understood cues such as protein content, sugar reduction or calories, meaning it is respected but seldom the deciding factor. This is at odds with the evidence: higher fibre intakes (around 30g/day and above) are associated with a 15–30% reduction in cardiovascular disease, type 2 diabetes and all‑cause mortality, positioning fibre as a foundation of long‑term health rather than a secondary “nice to have”
This disconnect suggests fibre is not lacking relevance – it is lacking clear, motivating reasons to be prioritised.
The knowledge gap is about confidence, not awareness
Most consumers believe they understand fibre reasonably well: around 60% describe themselves as “somewhat knowledgeable”, and a further 20% say they are very knowledgeable. Yet when asked more specifically, confidence begins to unravel.
A quarter of consumers are unsure how much fibre adults should eat each day, and only around 20% correctly identify intake levels of 30g as the target. UK dietary surveys confirm that only a small minority of adults reach this level, with most falling around two‑thirds of the way there.
Consumers overwhelmingly associate fibre with digestion and gut health, over 90% do so, but awareness drops sharply when it comes to wider benefits such as heart health, blood sugar control or weight management. In practice, fibre contributes to lowering total and LDL cholesterol, improving glycaemic control, increasing satiety and supporting a diverse gut microbiome, making it relevant well beyond “regularity”. For brands, the opportunity lies in reframing fibre from a single‑benefit “gut” nutrient to a quietly powerful all‑round health driver.
Fibre is still anchored to breakfast
Behaviourally, fibre is still seen as a morning occasion. Around 50% of consumers say they eat most of their fibre at breakfast, with lunch and dinner trailing behind and snacking barely registering at all.
This pattern is reinforced by food associations. Fruit, vegetables, porridge and wholegrains dominate perceptions of fibre-rich foods, while more indulgent or convenience-led formats struggle to earn the same association, despite the potential for pulses, nuts, seeds and higher‑fibre carbohydrates to contribute across meals. As a result, even consumers who believe their intake is “about right” are often relying on a single meal to carry most of the load, while around 30% openly acknowledge falling short of recommendations. With 96% of teens and adults failing to meet age‑appropriate fibre targets, there is clear headroom to build fibre into more eating moments.
If fibre is to become genuinely habitual, it needs to be present in lunch, dinner and snacks as naturally as it is at breakfast.
Motivation is strong – friction is stronger
When consumers explain why they struggle to eat enough fibre, lack of interest rarely features. Over 30% say they are unsure which foods to choose, while a similar proportion cite convenience as a challenge, and others highlight taste, texture and cost barriers. Only a small minority feel they simply don’t need more fibre.
Motivation signals, by contrast, are robust. Better digestion and gut health are the leading drivers, followed by general health and feeling fuller for longer – benefits supported by evidence showing that fibre improves bowel function, enhances satiety and can modestly reduce energy intake. Prebiotic fibres that feed beneficial gut bacteria are also increasingly associated with immune and mental well‑being, adding another layer of appeal.
The issue, then, is not demand. It is the friction involved in finding, choosing and enjoying higher‑fibre options consistently.
Fibre works best when it’s built in, not bolted on
Perhaps the clearest commercial signal is how consumers want to access fibre. The vast majority do not turn to supplements: nearly nine in ten say they do not regularly use fibre-focused functional products. Instead, interest peaks around fibre-enhanced versions of everyday foods – cereals, bakery items and snacks in particular – with strong interest also evident across ready meals and dairy or dairy alternatives.
This aligns with dietary guidance, which is based on fibre from foods rather than from isolated supplements. Modelling suggests that modestly increasing fibre in commonly eaten products, combined with small shifts in choices, could meaningfully raise population intakes and reduce future risk of cardiovascular disease and type 2 diabetes. Consumers want fibre delivered through food formats they already know and enjoy, where the added benefit feels intrinsic rather than bolted on.
Fibre performs best when it feels like a natural part of the product, not the sole reason for its existence.
What this means for brands
Taken together, the opportunity around fibre is not about shouting louder, it is about making things easier.
Brands that succeed will:
- Reduce decision-making complexity by using clear, consistent and outcome‑oriented claims (for example, “high in fibre to support gut health”).
- Embed fibre into familiar formats and routines, from breads and wraps to snacks and ready meals, so that the default choice is naturally higher in fibre.
- Prioritise taste and texture, ensuring fibre-rich and fibre‑enhanced products deliver a positive sensory experience rather than a perceived compromise.
- Communicate simply, confidently and without judgement, focusing on achievable swaps and small, cumulative gains rather than perfection.
The biggest gains are likely to come from quiet reformulation and thoughtful renovation, rather than headline-grabbing innovation. Industry initiatives such as “Action on Fibre” already point towards this incremental, portfolio‑wide approach.
Fibre’s opportunity is structural not short-term
Fibre is no longer an emerging concept, but it remains under-consumed. Consumers are receptive, motivated and increasingly aware, yet current products and cues still ask them to work too hard.
For brands willing to integrate fibre seamlessly into everyday foods, the opportunity is significant. Moving average intakes closer to the 30g/day recommendation could substantially reduce the burden of cardiovascular disease, type 2 diabetes and colorectal cancer, with clear benefits for both public health and category growth. The next phase of fibre growth will be driven less by education alone and more by design: products and portfolios that make the healthier, higher‑fibre choice the effortless one.
If you’d like to explore what this means for your brand or category, get in touch with me or the HRA Global team.
