Hovis research points to consumer confusion about fibre

Posted: 3 March 2020 | | No comments yet

Although the majority of surveyed adults could identify that fibre is important for health, the research revealed that UK consumers are often confused about how much fibre they should be consuming as well as how much they actually consume.

Hovis research points to consumer confusion about fibre

New research has revealed that half of UK adults are confused about how much fibre they should be eating despite high-profile campaigns to get people to boost their fibre intake.

The report, from bakery company Hovis, found that the majority (89 percent) of UK adults said they recognise that eating fibre each day is important, with two percent saying it did not matter to them. The research revealed that 79 percent correctly identified that fibre helps digestive health, with more than a third (38 percent) also recognising that it can help to maintain normal blood cholesterol levels.

38 percent of UK adults said they ensure their diet is high in fibre and, when asked how much fibre they consumed each day, one-in-four UK adults (24 percent) said they simply don’t know.

The research also pointed to confusion about how much fibre we need, with half of those surveyed saying they do not know how much the average adult should eat each day, with 14 percent correctly identifying that the daily target is 30g.1

When asked to identify the food types that are best for delivering fibre, the majority of UK adults could correctly identify those that are a good source. The best-known food type is bread, with four fifths of UK adults (81 percent) stating that wholemeal bread is a good source of fibre.

“There have been numerous studies that have shown the benefits of eating more fibre, yet people are still failing to eat enough of it. The rise of lower carb diets and reduction of bread consumption2 are another signal that consumers could be avoiding bread and missing out on the amazing fibre benefits they bring,” said Jeremy Gibson, Marketing Director at Hovis.

“At Hovis we are determined to play our part in helping reverse this trend and getting the UK into better shape, one meal at a time. We are working with a registered dietitian, Sarah Almond Bushell, and other experts, to provide information, recipes and advice to help the UK improve its diet.

“It’s not difficult to boost fibre intake, anyone can do it by eating more wholemeal bread, wholemeal pasta, brown rice and fruits and vegetables. Consuming enough fibre can help with digestive health, as well as maintaining normal cholesterol levels and it can taste great too.”


1. 2016 publication Government Dietary Recommendations

2. Nielsen Scantrack Total Coverage plus Homescan Total Discounters Data to 28.12.19