{"id":631023,"date":"2026-10-15T04:14:16","date_gmt":"2026-10-15T04:14:16","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/631023\/"},"modified":"2026-10-15T04:14:16","modified_gmt":"2026-10-15T04:14:16","slug":"brits-fibre-intake-seems-to-fall-as-fibremaxxing-trend-peaks","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/631023\/","title":{"rendered":"Brits’ fibre intake seems to fall as fibremaxxing trend peaks"},"content":{"rendered":"

\"breakfast<\/p>\n

Fibre consumption appears to have dipped, despite shoppers becoming more aware of the macronutrient\u2019s health<\/a> benefits, The Grocer can reveal.<\/p>\n

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].<\/p>\n

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].<\/p>\n

Growing awareness can likely be attributed to the social media<\/a> trend for \u201cfibremaxxing\u201d, which sees influencers boost their meals with fibre-rich ingredients, reaching its peak earlier this year.\u00a0Google Trends<\/a> data reveals searches for \u201cfibremaxxing\u201d were up 170% year on year in the week to 10 May 2026.<\/p>\n

\u201cAwareness is certainly improving, but knowledge doesn\u2019t always translate into behaviour change,\u201d Dr Megan Rossi (aka The Gut Health Doctor), founder of Bio&Me and Smart Strains, told The Grocer.<\/p>\n

\u201cMany 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.\u201d<\/p>\n

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.<\/p>\n

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 \u2013 instead placing the figure at an average of 12.4g [Censuswide survey of 2,000 adults].<\/p>\n

M&S calls for everyday language<\/p>\n

In August, M&S urged the government to relax labelling rules<\/a> so it could use commonly understood phrases like \u201cgut health\u201d instead of \u201cintestinal transit time\u201d to describe the benefits of fibre on its food and drink packaging<\/a>.<\/p>\n

Alex Freudmann<\/a>, MD of M&S Food, wrote to health secretary Yvette Cooper calling for a review of fibre labelling rules to boost the nation\u2019s intake.<\/p>\n

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.<\/p>\n

It claimed the phrase \u201cfibre supports gut health\u201d is not only more customer-friendly but also backed by scientific evidence.<\/p>\n

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