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Only one in three over 50s know if they are getting enough fibre
Only 35% of over-50s knew the 30g daily target, while 75% of Gen Z said they could identify high-fibre foods, the survey found.
- A Kellogg study of 2,000 adults reveals just 35% of those aged 50 and above know the recommended 30g daily fibre intake, while Gen Z demonstrates significantly stronger awareness of nutritional targets.
- Nutritionist May Simpkin said fibre has a "reputation problem," often sounding "functional, clinical or even a little boring," despite being one of the most important everyday nutrients to understand, particularly in midlife.
- OnePoll data shows 48% don't know which foods increase fibre intake, while 41% aren't confident naming high-fibre foods; only 15% track their daily fibre consumption compared to 29% monitoring steps.
- Breakfast emerged as the easiest opportunity, with 33% citing it as ideal for boosting fibre; All-Bran cereal provides 7.8g of fibre—nearly a third of the daily target—according to Simpkin.
- While 39% actively pursue healthier habits, fibre struggles to compete with trendier topics like protein and calories for attention, leaving many unsure where to start despite recognizing its importance.
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