MARKET INSIGHT
dependability, ensuring balance and regularity. Protein earned its reputation by delivering
clear, measurable benefits that consumers could understand and experience.
Its core
advantages—muscle building, satiety, and recovery support—translated easily
into
marketing messages that resonated with health-conscious shoppers. The protein trend succeeded because it addressed visible concerns like weight management and fitness goals. Brands capitalized on this by adding protein to unexpected categories, from snacks to beverages, creating a multi-billion dollar market around this single nutrient. This protein-first mindset has led to
missed opportunities for fibre, despite a significant global fibre gap and its well- established health benefits. Many consumers are not actively seeking fibre, sometimes due to perceptions of taste or digestive discomfort, even though certain fibres can be both palatable and easy to digest.
Fibre-focused future: Fibre faces several marketing hurdles that explain its slow adoption: •
calcium, magnesium, and zinc, especially if fibre displaces other nutrient-rich foods.
Encourage a healthy relationship with fibre As consumers learn more about fibre, they’ll need help and advice on how to help consumers gradually increase their fibre intake over time, such as increasing 5g of fibre per week and encouraging healthy hydration to help move fibre through the digestive system. Many US consumers are actively focusing on hydration, with 39% reporting that they are concentrating more on hydration compared to last year. As consumers learn more about fibre in general,
they will need more help
FIBRE IS LIKE CLARK KENT — QUIET, MILD-MANNERED, ALMOST UNASSUMING, BUT ABSOLUTELY ESSENTIAL
Less Tangible Benefits: While fibre is linked to digestive health and satiety, these benefits are less immediate or visible than those of protein. fibre’s effects are often long-term and less “felt” by consumers, making the benefits harder to market compellingly.
•
Perception Issues: fibre is sometimes associated with bland or unappetizing foods, and some consumers worry about digestive discomfort. These perceptions can make fibre-rich products less appealing.
•
Knowledge Gap: There is a significant consumer knowledge gap about the different types of fibre and their health benefits. This makes it harder for brands to communicate fibre’s value in a way that resonates broadly.
As the protein trend continues to expand, the
next phase has space for fibre to join in. A shift toward a more holistic health-conscious model, balanced nutrition creates new opportunities for fibre to tap into the wellness movement by emphasizing its complementary benefits. Brands will increasingly highlight fibre’s role in satiety, digestive health, and blood sugar control, especially as consumers become more aware of the benefits of fibres.
Fibre: A mild-mannered hero Most people consume far less than the recommended 25-30 grams of dietary fibre
understanding the different types of fibre and their benefits. Soluble fibre helps regulate blood sugar and lower cholesterol whereas insoluble fibre promotes regular bowel movements and supports colon health. Some fibres also have a prebiotic effect, which means beneficial gut bacteria can ferment it.
The future of fibre in food products Expect to see fibre follow protein’s path as
the next “must-have” nutrient
in
per day, creating a genuine nutritional gap that needs addressing. Unlike protein, which many consumers already get adequate amounts of, fibre deficiency represents a legitimate health concern with real consequences.
Will “fibremaxxing” finally make fibre trendy? The TikTok trend “fibremaxxing” is a health- focused movement that encourages people to increase their daily fibre intake intentionally, often in creative and visually appealing ways. TikTokers are sharing recipes, meal preps, and fibre hacks to help others hit their fibre goals, some of them aiming for 30-40g of fibre per day. To increase fibre intakes, consumers are adding more fibre-rich foods like fruits, vegetables, legumes, whole grains, seeds, and nuts to meals while also focusing on plant diversity, colour, and texture. A high fibre diet does have health
benefits, especially for gut health, blood sugar control and weight management, but increasing fibre intake too quickly can lead to negative side effects. Rapidly increasing fibre can cause bloating, gas, cramping, and constipation—especially if water intake is low. Excessive fibre may interfere with the absorption of key nutrients like iron,
better-for-you products. fibre addresses broader health concerns that protein cannot. It supports digestive health, helps manage blood sugar, feeds beneficial gut bacteria, and contributes to cardiovascular health. Perhaps most importantly, it fills a genuine nutritional gap that exists in most modern diets.
For fibre to achieve mainstream success, brands must: •
Promote relevant benefits: Move beyond
digestive regularity to
highlight satiety and gut health. What’s next? Benefits related to healthy aging, blood sugar management and reducing chronic inflammation.
•
Choose appropriate categories: Breakfast
foods and snacks offer
the most logical starting points for more fibre. But brands must address consumers’ taste concerns by clearly communicating positive flavour and other sensory attributes as this is a key area holding high fibre products back.
•
Select suitable ingredients: Connect fibre sources to their plant origins to strengthen appeal and transparency. Further support consumers with a variety of fibres as
a thriving gut microbiome depends on diverse fibre sources.
OCTOBER/NOVEMBER 2025 • KENNEDY’S BAKERY PRODUCTION • 11
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