UK fibre intake statistics: The 96% gap explained"

Written by Louisa Brunt (ANutr), the Senior Nutritionist at Marks and Spencer, the report’s headline claim is stark: 96% of UK adults aren’t meeting the UK recommended 30g/day fibre intake, with average adult intake reported at about 16.2g/day. It frames fibre as a prevention-focused “small change” with outsized potential for digestive health, cholesterol, heart disease risk, type 2 diabetes risk, and bowel cancer risk.​​

Methodologically, it combines (1) UK diet data (via NDNS), (2) a literature review commissioned from the British Nutrition Foundation, funded by Marks and Spencers, and (3) consumer research by Bounce Insights, commissioned by Marks and Spencers, with a nationally representative sample of 1,000+ UK consumers. It then identifies five main barriers: low intake of fibre-rich foods, knowledge gaps, affordability/access issues, unclear labelling, and fibre claims that feel overly technical and don’t land with shoppers.​

"With 96% of the population falling short of the daily fibre recommendations, closing the fibre gap is a challenge we’re determined to address." - Alex Freudmann, Managing Director of Food at Marks and Spencer
A bar chart showing fibre intake by age group
Many people are falling short on fibre. Source

Understanding the UK fibre gap report: Evidence and limitations

The strongest parts are the “big picture” points that match wider UK nutrition messaging: adults are recommended around 30g fibre/day, yet average intakes are far lower. The report also usefully highlights a behavioural truth: many people say they find fibre “easy” to include, but only a small minority believe they hit 30g/day, and even fewer actually do—suggesting confusion about what 30g looks like in real food.​​

It’s also important to be upfront about context: this is a corporate report written to support a retailer’s health strategy and product/labelling direction, even though it leans on credible partners and sources. That doesn’t make the data wrong, but it does mean readers should treat “case studies” (like retailer labelling initiatives or product ranges) as examples to scrutinise, not automatically as best practice for the whole food system.​

One especially valuable section is on communication: the report argues that current fibre-related wording on packs can be confusing because many authorised claims refer to specific fibres (like beta-glucans or inulin) rather than the everyday word “fibre,” and because shoppers have very limited time to read packaging.

If that sounds familiar, foodfacts.org has already fact-checked the wider “we don’t need fibre” narrative—see debunking Eddie Abbew’s claims that humans don’t need it for a plain-language breakdown of why fibre still matters in real-world diets.​​

"While GLP‑1 medications have captured headlines for their effectiveness in weight loss, experts warn that we cannot rely on drugs alone to solve the nation’s health challenges. True progress lies in prevention, and that starts with transforming the food environment so healthier choices become easier ones." - Elaine Hindal, Chief Executive of the British Nutrition Foundation

How to close the fibre gap: Evidence-based solutions

The report’s solutions cluster around five levers: more fibre-rich foods (especially beans/pulses), more wholegrains, fibre enrichment in staples, more flexible/relatable claim wording, and clearer on-pack labelling. Some of these are “personal choice” issues, but many are about changing the food environment so higher-fibre options are easier, cheaper, and more normal.​

Bowls of beans and pulses
Beans and pulses are a cheap and easy way to increase fibre intake. Photo - Canva

Practical food-first moves (no supplements required for most people)

  • “Bang in some beans” (A public awareness campaign by Food Foundation) more often: The report highlights beans and pulses as affordable, versatile, and aligned with sustainability goals, while noting UK bean intake is currently low.​
  • Choose wholegrain or higher-fibre starchy carbs more often: The report points out wholegrains can significantly raise fibre intake, but availability and price can be barriers—so the “default options” in shops matter.​
  • Build fibre through everyday staples: The report discusses fibre enrichment in bakery as a population-level tool because bread is widely eaten (including by children), and small formulation changes can shift intake at scale.​

System-level changes worth watching (and pushing for)

  • Clearer fibre labelling: The report notes there’s no simple, official “reference intake %” translation for the 30g/day target on UK labels and argues that clearer front-of-pack fibre info could help consumers track progress.​
  • More relatable language: It argues shoppers respond better to everyday terms (like “digestive health”/“gut health”) than technical phrasing, and it flags constraints in current claims frameworks.​
  • Learning from other countries: It cites Denmark’s wholegrain partnership model as an example of multi-sector action linked to rising wholegrain intake over time.​
A list of ways to incease fibre content
There are simple changes you can make to increase your fibre content. Source

Simple ways to eat 30g of fibre daily

If “30g of fibre” feels abstract, focus on repeatable habits, not perfect tracking—especially if you’re busy, on a budget, or feeding a family. For a simple, step-by-step approach, foodfacts.org’s five easy nutritionist-approved ways to boost your fibre intake every day is a good place to start.​​

Various high-fibre foods are on a table
Carbs, pulses, beans, and vegetables are all good sources of fibre. Photo - Canva

Try this “3-point fibre nudge” this week

  • Add 1 serving of beans or lentils to one meal (tin counts).​
  • Switch 1 usual carb (bread/pasta/rice/cereal) to a higher-fibre or wholegrain version you’ll actually eat.​
  • Add 1 extra fruit or veg portion daily (frozen and tinned still count toward intake and can be cheaper).​

If you increase fibre, do it gradually. Adults are generally recommended around 30g/day, it is however really important to be mindful of any sudden big jumps in intake, as this can cause unwanted bloating, cramping and changes in bowl movements. Pace matters, and steady increases are more sustainable. If you have IBS, IBD, strictures, or you’re on a medically prescribed diet, personalised advice from a clinician is safer than following generic fibre targets.​