Claims about “high fibre” content on food labels are increasing, reflecting a growing consumer interest in healthier eating and the recognised benefits of fibre. This trend is particularly strong in Europe, where high-protein claims continue to dominate, but “high in fibre” claims are experiencing impressive momentum. According to reports the compound annual growth rate (CAGR) for fibre claims rose by 5.4% between May 2020 and May 2025—with even more rapid growth recorded over the past 12 months, driven by a wave of new product launches.
While fibre has been under the radar for a number of years it actually plays a crucial role in a balanced diet. Historically, consumer attention has been heavily focused on protein, but fibre is quickly gaining ground. Innova Market Insights confirms this upward trend, noting the rise in product innovation and fibre-focused messaging across packaging and marketing.
Why Fibre Matters
Fibre is a type of carbohydrate found in plant-based foods such as fruit, vegetables, whole grains, legumes, nuts, and seeds. It’s essential for digestive health and offers numerous health benefits, including reduced risk of heart disease, type 2 diabetes, stroke, and bowel cancer. The UK -NHS and other bodies accross Europe also emphasises that a high-fibre diet helps with satiety, supporting weight management and improved gut function.
Consumer Demand is Growing
Interest in fibre-rich foods is surging among European consumers. In 2023, 39% of consumers reported being “very or extremely interested” in fibre, compared with just 24% for probiotics. Apparently 78% of consumers in Western Europe and 77% in Eastern Europe view high-fibre foods positively. Additionally, 40% of Western Europeans and 39% of Eastern Europeans said they plan to buy more fibre-rich products—surpassing interest in many plant-based protein alternatives.
The narrative is changing due to trendy innovations designed for younger adults—like probiotic drinks and plant-based products. Fibre naturally addresses multiple health needs, from gut health to overall wellbeing.
How the Food Industry is Responding
Food and drink manufacturers are increasingly responding to this demand by launching or reformulating products to feature higher fibre content. From cereals and bread to snacks and beverages, fibre is becoming a key focus in product development, aligned with broader public health objectives to close the fibre intake gap.
As fibre awareness grows, we can expect “high in fibre” to become a standard claim alongside traditional protein and vitamin-focused messaging—offering consumers more reasons to choose foods that support both personal and planetary health.
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