UK Retailer Marks & Spencer (M&S) Releases Research on Fibre Gap Among Consumers
Marks & Spencer (M&S), a leading UK retailer, has unveiled a compelling research paper entitled Bridge Britain’s Fibre Gap. The study reveals that a striking 25% of consumers face challenges in identifying fibre-rich food sources, highlighting a critical issue in dietary awareness.
According to the research findings, the average adult in the UK consumes only 16.2 grams of fibre daily, falling significantly short of the recommended 30-gram intake. This gap in dietary fibre consumption becomes all the more alarming when we consider that a staggering 92% of consumers express a desire for assistance in increasing their fibre intake.
In light of these findings, M&S is advocating for clearer and more consistent on-pack labelling to help consumers meet their daily fibre recommendations. Currently, the retailer voluntarily labels the fibre content on its product packaging. However, it is essential to note that this practice is not yet mandated by existing legislation.
M&S emphasizes the importance of increasing the availability of naturally fibre-rich foods, as this will encourage more consumers to select products that contribute to their daily fibre intake. To this end, in January, M&S launched its Nutrient Dense range, featuring 20 products specifically designed to contain a source of fibre or other essential nutrients that many people in the UK may be deficient in. Notably, each product comes with clear labelling of its fibre content, thereby assisting customers in reaching their daily targets. Furthermore, the retailer is expanding its collection of fibre-rich ingredients in its deli line by incorporating chickpeas and beans into more offerings.
Grace Ricotti, the head of nutrition at M&S, stated: “There is clear evidence linking fibre to improved health outcomes, which is why we’re sharing our research and insights about Britain’s Fibre Gap, and what to do about it.”
Furthermore, Ricotti called for collaborative efforts between the government and industry stakeholders to prioritise fibre-rich products. She noted the importance of effective communication surrounding fibre consumption and its public health benefits. Her remarks continued with practical suggestions aimed at driving fibre consumption, which include:
- Clearer labelling on packaging
- Fibre-enrichment of staple products such as bread
- Greater flexibility for retailers to make fibre claims on their products
These recommendations aim to make it easier for consumers to identify and choose high-fibre options.
Elaine Hindal, the chief executive of the British Nutrition Foundation, added: “The low fibre intakes that we see in the UK population reflect poor dietary patterns with a lack of fruit and vegetables, wholegrains, pulses and other plant foods. Evidence shows that low fibre diets increase the risk of diet-related disease including heart disease, type 2 diabetes and bowel cancer and so increasing fibre intakes is vital to improve population health.”
Hindal also welcomed M&S’s new report, which encourages the broader industry to take actionable steps in supporting consumers. She emphasized the importance of bridging the fibre gap and making fibre-rich choices more accessible and appealing to the public.
As the conversation around dietary fibre continues to evolve, it is crucial for both consumers and retailers to prioritise fibre intake as a fundamental element of a healthier diet. The steps proposed by M&S and echoed by health experts can pave the way for improved public health outcomes in the UK.
