Produce Potential: Brits Lack Fibre And Want Support Increasing Their Intake

Almost all UK consumers are not eating enough fibre and a quarter struggle to identify fibre-rich food sources, according to a new report from M&S, presenting opportunities for fibre-packed fruits and vegetables particularly as sales of healthy snacks rise. 

Image: M&S

Some 96% of Britons are not eating enough fibre, shows the OHID National Diet and Nutrition Survey 2019-2023, which is cited in the research paper from M&S.

Digging deeper, UK adults are consuming only half the amount of fibre they need for a healthy diet or 16.2g out of the 30g daily requirement, according to M&S.

To address the issue, Bridge Britain’s Fibre Gap – written by M&S nutritionists and the British Nutrition Foundation – sets out actions for both government and industry. 

The recommendations include prioritising fibre-rich products, effective communication, clearer labelling, and a broader availability of fibre-dense products.

Opportunity For Fruit & Vegetable Consumption

M&S said there is a lack of consumer awareness about the health benefits of fibre, which supports immune function and prevent chronic health conditions such as heart disease, type II diabetes, and bowel cancer.

But in positive news for the fresh produce industry, some 92% of consumers want support on increasing their fibre intake.

The retailer is recommending consumers eat the rainbow, especially five sources of fruit and veg a day, along with whole grains, beans, pulses, nuts, and seeds. 

“The classic advice to eat five sources of fruit and veg a day is so important – they are rich sources of fibre, and not enough of us are eating all five,” said Grace Ricotti, Head of Nutrition at M&S, in a company news release. 

Elaine Hindal, Chief Executive of The British Nutrition Foundation (BNF), said the low fibre intakes seen among the UK population are a reflection of poor dietary patterns with a lack of fruit and vegetables, whole grains, pulses, and other plant foods.

Bridge Britain’s Fibre Gap outlines the key barriers to consuming enough fibre, and how to address the obstacles.

“We support collaboration between government and industry to prioritise fibre-rich products, effective communication around fibre and its public health benefits,” Ricotti at M&S explained.

“We welcome this new report, encouraging industry to take action to support consumers in bridging the fibre gap and making fibre-rich choices easier and more appealing”, stated BNF’s Hindal.