Brits motivated to boost fibre intake, but knowledge gap remains, new Weetabix survey reveals

As New Year resolutions take hold, a nationally representative survey of 2,000 UK adults by Weetabix – the UK’s number one cereal brand1 – reveals that while many want to increase their fibre intake, most are unsure how much they need.

With decades of wholegrain expertise, Weetabix provides practical, everyday tips to make fibre simple and achievable. Consultant Dietitian to the Weetabix Food Company, Sian Porter, shares her advice:

“The easiest ways to increase fibre are to add fibre-rich ingredients to meals and make simple additions or swaps, such as adding fruit to your cereal, sprinkling nuts or seeds on yoghurt or soup, choosing wholegrains over white rice or pasta, keeping edible skins on fruit and veg, and swapping snacks like crisps for nuts or meat for beans and lentils. Build these changes gradually and remember to drink plenty of fluids.”

Confidence vs reality

The research revealed a notable gap between perception and reality: 49% of respondents feel confident in their fibre knowledge, and 52% believe they meet daily targets. Yet only 8% correctly identify the recommended 30g daily intake, with the average estimate just 22.9g. This shows many people are unknowingly falling short, but expert guidance can help close this knowledge gap and support people in reaching recommended intake levels.

Fibre’s importance and barriers

Encouragingly, awareness of fibre’s benefits is high: 81% of Brits say it’s important, primarily for digestive health, with 66% linking it to a healthy digestive system and 49% to preventing constipation.

Among those not getting enough fibre, lack of knowledge is the top barrier (35%), especially among men (39%), despite their higher confidence levels. While 18% of respondents cite the cost of high-fibre foods, fibre-rich options such as wholegrains, fruit, vegetables and pulses remain affordable and widely available. Practical, everyday strategies, like starting the day with a wholegrain breakfast, can make it easier to reach targets.

Interest in fibre is high

Interest in fibre is high, with more than half (57%) eager to learn how to increase their intake, climbing to 71% among young adults (25–34-year-olds). This curiosity is translating into action, as 45% report making changes to include more fibre in their diet. Among younger adults, social media is also influential, with 28% of 18–34-year-olds considering it a reliable source. Trends like “fibremaxxing” also highlight the growing popularity of gut health discussions across social media.

Making fibre simple

With motivation high and the biggest barrier being knowledge, small changes can make a meaningful difference. Starting the day with a wholegrain, fibre-rich breakfast such as Weetabix offers an easy, affordable and effective way to increase daily fibre intake, alongside simple swaps and varied fibre sources across meals and snacks.