Fibre has been linked to several positive health outcomes and forms part of the Eatwell Guide. But just 4% of adults meet their daily fibre recommendation.
While social media has helped to put fibre in the spotlight, there are several key barriers preventing consumers from upping their intake, including taste preferences, cost concerns and a lack of knowledge.
Analysis of out-of-home offerings by the BNF found that nearly 70% of foods sold are low in fibre.
An untapped opportunity
Against this backdrop, high fibre foods such as wholemeal bread, pulses, nuts and seeds make small contributions to fibre intake. Meanwhile, staples such as white bread and chips, while low in fibre, offer a more significant impact because they are widely consumed in vast quantities.
This represents a key opportunity for those operating in this latter group of categories. In fact, as the BNF report outlines, half of consumers report they’d be more likely to buy products they already eat (such as bread, yoghurt, cereals and snacks) if they had added fibre but tasted the same.
Selling fibre to consumers
Careful selection of fibre type must therefore be taken to help manage effects on taste and texture. Higher-fibre products may be nutritionally improved, but if they are perceived as dry, gritty, bitter, dense, unfamiliar or poor value, repeat purchase and consumption may be limited.
Labelling, promotion and placement are also very important. A real-world study cited in the report, saw increased sales of fruit and vegetables after placement and store layout changes. Although, again, these must be carefully managed; for example, a similar UK trial which moved high-fibre, lower-sugar breakfast cereals to eye-level shelves did not report a statistically significant difference in sales.
BNF also notes that consumers may rely on simplified cues to manage information overload when making purchasing decisions. A study of consumer perceptions of bread products found that shoppers may use visual shortcuts that do not align with fibre content, such as assuming a seeded product is higher in fibre while overlooking a plain product with higher fibre content.
This suggests that clear information may be needed when fibre reformulation is not visually obvious.
Key actions
The report sets out five key areas where action from industry could have the biggest impact:
- Accelerate reformulation of widely consumed staple foods to increase fibre through ‘health-by-stealth’ approaches.
- Collaborate with suppliers to innovate and explore higher- fibre ingredients and varieties without compromising taste or quality.
- Promote higher-fibre choices across retail, out-of-home and online by making them more visible and appealing.
- Strengthen communication through simple, consistent labelling, supported by messaging to raise awareness.
- Support and encourage relevant fibre awareness campaigns and activities across sectors.
Elaine Hindal, chief executive of the British Nutrition Foundation, said: “The UK’s fibre gap remains one of the most persistent nutritional challenges we face. Food manufacturers, retailers and the out-of-home sector all have a vital role to play- from reformulating everyday products to improving availability, visibility and choice.
“But industry cannot solve this alone. Coordinated action with government will be essential to improve understanding around fibre and to make higher-fibre options accessible, affordable and appealing across the food environment.”
