Warburtons reveals UK’s fibre ‘black holes’ as lack of understanding key factor in low consumption

Nearly half of Brits don't know how much fibre they should be eating daily

Britain is falling dangerously short of one of the most basic foundations of a healthy diet. Government data shows a staggering 96% of Brits are falling short of their daily fibre target, missing an average of 13.6g every single day*.

As the British Heart Foundation calls on Brits to double their intake to lower their risk of developing serious health conditions, our data pinpoints the biggest regional ‘black holes’ and the generational gaps, revealing the simple solution hiding in plain sight.

Knowledge gaps

Unlike sugar or salt, fibre has never benefited from clear, consistent national messaging – and that gap is now showing up in the data, leaving fibre seen as abstract or specialist rather than a practical, everyday part of the diet.

Nearly half (44%) of UK adults don’t know how much fibre they should be eating each day, and with that uncertainty, a third aren’t confident they’re getting enough.

Despite many understanding the importance of eating enough fibre – even ranking it higher than protein – a lack of knowledge around which foods are a good source of fibre and around how much fibre we need (both 25%) is resulting in Brits not incorporating enough into their diets.

Regional and generational divides

Understanding of fibre varies sharply across the UK. Confidence is lowest in parts of the Midlands (28% in West Midlands) and the South of England (29% in the South East), compared with 37% in Yorkshire.

Age is an equally strong divider, with much lower confidence among 16–24-year-olds, 35–44-year-olds, and households with children. Fewer than one in five (18%)16–24-year-olds believe they are consuming close to the recommended amount – a gap that risks becoming worse without action.

Forgetting fibre in everyday eating

With average daily consumption sitting at just 16.4g against a recommended 30g daily target, there’s a significant gap. We have identified the main ‘pain point’: lunch. With only one in five thinking about eating fibre at lunch, despite bread, wraps, and sandwiches being simple and affordable ways to increase intake, this is the moment where the nation’s fibre intake takes a big dip.

A third (30%) say simple, practical recipes would help them eat more fibre – they just don’t know where to start. To help the nation tackle what it’s coining the ‘fibre gap’, we have partnered with one of the UK’s leading nutritionists, Rhiannon Lambert, to create “The Fibre Fix Sandwich” – a delicious, affordable lunch designed to deliver exactly 13.6g of fibre using foods families already know and love.

Built around two slices of Warburtons new Fibre Fix loaf– which alone provides 8g of fibre – the recipe adds simple, tasty ingredients like chickpeas, carrot and rocket to reach the full 13.6g in a single meal.

The Solution: The Warburtons Fibre Fix Sandwich (Lemon & Herb Chickpea Whip)

Try the delicious recipe (full details on the link above) developed by Nutritionist Rhiannon Lambert, to help you get your fibre fix.

Rhiannon Lambert comments: “Many of us know that fibre is incredibly important for digestion and for helping meals feel more substantial as part of a balanced diet but actually hitting that daily target can feel like a real challenge. That’s why I was so excited to partner with Warburtons on ‘The Fibre Fix Sandwich.’ It’s a delicious and incredibly practical way to get a significant hit of fibre at lunchtime – a meal where many of us often fall short – proving that eating well doesn’t have to be complicated or bland!”

We have also teamed up with TV personality and wellness influencer, Lucy Mecklenburgh, to raise awareness of the importance of consuming enough fibre from a young age.

She adds, “As a busy mum, I know first-hand how hard it can be to make sure everyone in the family is getting all the nutrients they need, especially when it comes to fibre! It’s so easy to feel sluggish or for the kids to get hungry quickly if we’re not getting enough. This fab sandwich from Rhiannon and Warburtons offers such a simple, tasty way to get more fibre into our daily meals, making healthier choices a breeze for both parents and little ones. It’s about feeling great and staying energised, for everyone!”

The Fibre Fix launch is part of a wider, long-term ambition to help close the UK’s fibre gap. By 2030, 60% of our products will be a source of fibre, and by 2040, at least half of the entire range will be classed as high in fibre – helping families build more fibre into everyday meals over time, not overnight.

Jonathan Warburton, Chairman of Warburtons, said, “As a family business that has been feeding Britain for over 150 years, and as the nation’s biggest provider of fibre, we believe we have a responsibility to help change that. Our 2030 and 2040 commitments are about baking more fibre into everyday foods, so households can make small switches without completely changing how they eat.”

The fibre-rich products, available now from all major retailers, offer a convenient, delicious solution for those seeking to boost their daily fibre intake, with an average 50g slice of the loaf delivering 4.0g of fibre, and each roll delivering 6.0g.

Find out more about our latest fibre campaign here.

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