New research shows millions of Brits are missing out on health benefits of fibre

New research, commissioned by the Food and Drink Federation (FDF), shows that millions of Brits could be missing out on the health benefits of fibre. The research shows that just 7% of people know that they should be getting 30g of fibre a day, with the average Brit thinking they only need 12.4g of fibre a day – less than half of the government’s recommendation¹.

This means they could be missing out on a range of potential health benefits that a diet high in fibre can bring – from improved digestive health to reduced risk of bowel disease or diabetes².

Whilst nearly two thirds of people (65.3%) said they are aware that fibre improves digestive health and nearly half (49.5%) are aware it can reduce the risk of bowel disease, less people (35%) are aware that a high fibre diet can reduce the risk of type 2 diabetes and cardiovascular disease¹.

In 2015, the UK government boosted its recommended fibre intake guidelines, taking it from 24g to 30g², recognising the crucial role of fibre to people’s health. However, with no public health campaign to raise awareness about how we can eat more fibre, it’s unsurprising that recent government data shows that people aren’t reaching the 30g target. The average Brit eats just 16g of fibre a day, with only 4% achieving the daily recommendation⁴.

Eating at least five portions of fruit and vegetables a day, incorporating a range of pulses and choosing wholegrain options can all help people get to 30g of fibre. For example, simply adding a portion of frozen peas to your dinner will increase your fibre by nearly 5g. Swapping from white to wholemeal toast can add more than a gram per slice, and if you added a tablespoon of peanut butter that’s another gram of fibre. Food manufactures are making hitting the daily recommendation even more achievable by providing a range of higher fibre options.

The FDF has revealed that its Action on Fibre initiative, which aims to bridge the gap between the nation’s fibre intake and the dietary recommendation, has helped to add 1.5 billion portions of fibre to the nation’s plates since 2021³. In the past year alone, participating brands have provided 118 million portions of fibre – that’s equivalent to 88 million bowls of bran flakes.

This is the result of significant investments by food manufacturers to develop new higher fibre options, as well as changing the recipes of already-loved foods. Since the Action on Fibre initiative began in 2021, participating brands have brought 400 new products and recipes to supermarket shelves. For example:

• Kellanova contributed over 13 million portions of fibre in 2024 with the launch of Special K High Fibre Crunchy Golden Clusters. Building on a previous well-loved recipe from its All-Bran range, the new product has 13g of fibre per 100g and reduced sugar, salt and saturated fat compared to the previous recipe.
• Gluten-free bakery brand, Schar, reduced sugar content by 70% and boosted fibre by 12% with the relaunch of its popular Panini roll. It upped the fibre content by changing the recipe to add more higher fibre whole rice and maize flour.
• Action on Fibre’s first retail member, Lidl, has pledged to increase the total fibre it sells by 20% by 2026 and to ensure that whole grains make up a quarter of all the grains it sells by 2030. The supermarket announced a fibre strategy spanning its entire product range.

Kate Halliwell, Chief Scientific Officer, FDF said: 

“Boosting the amount of fibre in your diet is an easy win for your health. And food and drink brands are working hard to make it even simpler to do by developing recipes that help us all to get more fibre.

“We’re proud of the impact our Action on Fibre campaign has had so far, but many people still aren’t aware of just how important a high fibre diet is and there are only limited ways companies are allowed to highlight the fibre content of food. That’s why we’re calling for government, retailers and health charities to work together with food and drink businesses to make it easier for people to choose a high fibre diet.”

According to the new research, two thirds (63%) of Brits say they are likely to pick foods that are ‘a source of’ or ‘high in’ fibre. Yet one in seven (14.9%) said there isn’t enough information about how they can choose foods that are high in fibre¹.

With more needing to be done to help people identify sources of fibre, FDF is calling for government to support the industry’s efforts to increase awareness of the importance of fibre for our health and the foods that provide fibre to our diets. This includes through positive and practical public health messaging, amplified by industry, championing the healthy choices people can make to support their wellbeing.

-Ends- 

Notes to Editors

1. Source: Survey of 2,000 Brits aged 18+, conducted by Censuswide between 16.05.25 and 19.05.25
2. Source: SACN Carbohydrates and Health Report 2015
3. Source: Action on Fibre members self-reported data. The initiative was launched in 2021 and the data includes fibre contributions from sales of all products launched as part of the initiative from 2022 to 2024.
4. Source: National Diet and Nutrition Survey 2019 to 2023. Only 4% of those aged 11 and above
5. Source: Wiley Nutrition Bulletin, Volume 41, Issue 3, Dietary fibre and the prevention of chronic disease – should health professionals be doing more to raise awareness? (Lockyer, Spiro, Stanner, 2016)

Read the Shaping a healthier future through food and drink report.

BNF: Fibre - Nutrition Information - British Nutrition Foundation

About FDF 

The Food and Drink Federation (FDF) gives a voice to the food and drink manufacturing industry – the UK’s largest manufacturing sector. We contribute over £38 billion to the country's economy, supporting half a million jobs and driving growth at home and abroad. For more information on the FDF and the industry we represent, download our manifesto here or visit www.fdf.org.uk.