UK Consumers Broaden Plant Choices As Fibre And Gut Health Gain Traction

British adults are expanding the range of vegetables that they consume as rising awareness of fibre, gut health, and dietary variety shapes a significant emerging consumer trend, supported by social media.

During the last five years, the proportion of consumers achieving the recommended ‘30 plants a week’ has doubled, indicates data from HelloFresh, and reported by Grocery Gazette.

The research suggests that plant diversity is becoming increasingly embedded in everyday food choices, rather than remaining a niche health trend.

HelloFresh said one in 10 of its customers now orders boxes containing more than 30 different plants in a week. That represents more than twice the rate recorded in 2022.

“Plant diversity has gone mainstream. And we’re seeing that play out in kitchens across the country,” explained Mimi Morley, senior recipe development manager at HelloFresh UK.

HelloFresh’s findings also point to a wider focus on fibre. 

Some 65% of British consumers surveyed said they are making efforts to eat more fibre than they were five years ago. 

More than half (55%), meanwhile, said they are trying to incorporate a greater variety of plants into their diets.

“The fact that so many customers are now hitting 30 plants a week from their box alone shows how achievable gut-friendly eating can be when variety is built in,” Morley noted.

“Customers want meals that make it easy to hit their fibre and plant-variety goals without sacrificing flavour or convenience,” she added.

Social Media Helping To Shape Awareness

Digital content appears to be playing a role in changing perceptions around plant diversity and gut health. 

Almost half (48%) of respondents said they had encountered online content promoting the benefits of eating plants for gut health.

Instagram and TikTok were identified as influential sources of information, with 47% of adults saying that these platforms had increased their awareness of the potential benefits associated with eating a wider range of plants.

The trend is particularly pronounced among younger consumers. 

Seven in 10 people surveyed aged 25 to 34 said they were attempting to eat a greater variety of plant foods than five years ago.

There are also notable regional differences. 

London recorded the highest proportion of consumers actively seeking to increase the diversity of plants in their diets, at 72%.

Opportunities For Growers And Grocery

The findings highlight an opportunity for fresh produce suppliers and retailers to respond to consumers looking beyond individual products and towards greater variety across their weekly diets.

The growing focus on fibre and plant diversity could support demand for a broader mix of fruit, vegetables, pulses, grains, nuts, seeds and other plant-derived foods. 

Social media, meanwhile, is set to continue to influence how consumers discover and understand these categories.