Only one in three over 50s know if they are getting enough fibre

A study commissioned by Kellogg’s, based on 2,000 adults, finds that only 35% of people aged 50 and over know they should eat 30g of fibre per day. Nearly half (48%) say they don’t know which foods increase intake, and 30% believe they don’t get enough fibre. Confidence is higher among Gen Z: 75% feel able to identify high-fibre foods, attributing knowledge to social media (29%) and influencers (15%). The survey also shows fibre isn’t a top topic online or offline—only 12% say they regularly hear fibre conversations—while 41% of adults can’t name this 30g daily benchmark. Breakfast is viewed as the easiest place to boost fibre.