Fibre consumption appears to have dipped, despite shoppers becoming more aware of the macronutrient’s health benefits, The Grocer can reveal.
Fibre volumes across total take-home food & drink fell by 0.5% to 433.1 million kilos in the year to 9 August 2026, exclusive Worldpanel by Numerator data shows. This represents a 1.9% decline in fibre volumes since 2022, according to Worldpanel [5 y/e 9 August 2026].
The declines come despite Mintel recently finding that 60% of adults had become more aware of the health benefits of fibre over the past year [September 2025].
Growing awareness can likely be attributed to the social media trend for “fibremaxxing”, which sees influencers boost their meals with fibre-rich ingredients, reaching its peak earlier this year. Google Trends data reveals searches for “fibremaxxing” were up 170% year on year in the week to 10 May 2026.
“Awareness is certainly improving, but knowledge doesn’t always translate into behaviour change,” Dr Megan Rossi (aka The Gut Health Doctor), founder of Bio&Me and Smart Strains, told The Grocer.
“Many consumers underestimate how much fibre they actually need. Adults in the UK are recommended to eat 30g per day, yet the average intake remains stubbornly below 20g.”
Indeed, the latest National Diet & Nutrition survey, which analysed eating habits from 2019 to 2023, found 96% of adults fell short of the NHS-recommended 30g daily fibre target.
A survey commissioned by the Food & Drink Federation last May found just 7% of Brits knew they should be getting 30g of fibre a day – instead placing the figure at an average of 12.4g [Censuswide survey of 2,000 adults].
M&S calls for everyday language
In August, M&S urged the government to relax labelling rules so it could use commonly understood phrases like “gut health” instead of “intestinal transit time” to describe the benefits of fibre on its food and drink packaging.
Alex Freudmann, MD of M&S Food, wrote to health secretary Yvette Cooper calling for a review of fibre labelling rules to boost the nation’s intake.
The letter, also signed by nutritionist Emily English and Bowel Cancer UK ambassador Dr Anisha Patel, argued retailers should be able to use everyday language.
It claimed the phrase “fibre supports gut health” is not only more customer-friendly but also backed by scientific evidence.
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