Do consumers feel enough products contain added fibre?


Closing the fibre gap and supporting gut health

Products containing fibre

Globally, consumers are not getting enough fibre daily from the food and beverage they consume.  From our own global research in 17 markets, we know that only 22% of consumers are eating and drinking products that contain fibre daily1. However, consumers are interested in getting more fibre in their diet – 55% say they plan to consumer more fibre in the next 12 months.1 

How much fibre should be consumed daily? 

Recommendations for fibre intakes range from 25-38 g/day depending on country specific guidelines.2 In the United States, for most age and gender groups, 5% or fewer meet the dietary recommendations for fibre.3 In the UK, only 9% of adults currently eat the recommended amount of fibre daily.4 The difference between what is recommended and what is consumed is called the fibre gap.

Why is consuming the recommended range of fibre daily so important?

Decades of research point to the health benefits of dietary fibre, including supporting cardiovascular health, tempering spikes in blood sugar, aiding weight management, and promoting a healthy gut.5

Gut health describes the function and balance of bacteria of the gastrointestinal tract and fibre supports gut health. Consumers are prioritising gut health because research is increasingly linking it to a variety of health benefits. Gut health positively influences heart, liver and colon health and emerging science is linking it to metabolic health, brain health, improved mood, healthy sleep, and immunity. As awareness of gut health and the benefits a healthy gut can provide continues to grow, more consumers will look for products with ingredients and claims that support gut health.

Fibre, probiotics, prebiotics, and other ingredients that help support gut health will become increasingly popular in a variety of foods and beverages. As a result of the consumer needs, wants and desires for fibre and gut health support, manufacturers are responding with fibre fortified innovation and product launches that contain fibre with ‘gut health’ claims.

Globally, food and drink launches that contain fibre grew +5% from 2016-2021 (CAGR). In addition, product launches that contain fibre with ‘gut health’ claims on pack also grew +5% globally from 2016-2021 (CAGR).6

Read more about our gut health global consumer trend and our fibre solutions here.

Why aren’t consumers eating and drinking products that make statements on the packaging about fibre or have fibre content on the nutritional panel more often?

A total of 33% of consumers globally feel they get enough fibre daily. 23% of consumers globally feel not enough products contain added fibre.1 As such, there is an opportunity for governments, food and drink regulatory organisations, CPG manufacturers and ingredient suppliers to educate consumers about the fibre gap, bring new products to market that contain more fibre, and increase the fibre content of current products through reformulation.

Tate & Lyle is taking action by participating in the UK Food and Drink Federation’s Action on Fibre pledge. Through the Action on Fibre campaign, Tate & Lyle has pledged to continue to promote the benefits of increasing intake of fibre and the importance of gut health through its thought leadership, communication initiatives and ongoing engagement with industry experts, healthcare professionals and food and beverage manufacturers. Learn more about our pledge here.

Join us and help close the fibre gap!


1 Source: T&L Proprietary Consumer Research, 2020 and 2021
2 Source: Institute of Medicine, Food and Nutrition Board. Dietary Reference Intakes: Energy, Carbohydrates, Fiber, Fat, Fatty Acids, Cholesterol, Protein and Amino Acids. Washington, DC: National Academies Press; 2002/2005; Stephen AM, Champ MM-J, Cloran, SJ, et al. Dietary fibre in Europe: current state of knowledge on definitions, sources, recommendations, intakes and relationships to health. Nutrition Research Reviews. July 2017.
3 Source: Mobley A, Slavin JL, Hornick BA. The future of recommendations on grain foods in dietary guidance.JNutr 2013;143:1527S_32S; Storey M, Anderson P. Income and race/ethnicity influence dietary fiber intake and vegetable consumption. Nutr Res 2014;34:844_50
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6 Source: Mintel GNPD, gut health claims are one or more of the following on-pack claims – high/added fibre, functional-digestive, prebiotic, probiotic

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