Research by Ocado Retail indicates strong year-on-year growth in fibre sales, including prunes (up 60%), spelt (up 59%) and fruit and fibre cereals (up 52%). The market data shows that 62% of 18- to 24-year-olds are trying to increase their fibre consumption, compared with only 36% of the over-65s. Most UK adults recognise fibre’s health benefits: 82% link it to maintaining good gut health, 83% to aiding digestion and regularity, and 61% to weight management. Nutrition experts such as Professor Tim Spector have helped raise awareness of fibre’s importance, particularly through their focus on gut health and simple, everyday dietary changes. The hashtag #fibre appears on nearly 68,000 videos, with viral recipe trends including chia seed chocolate mousse (22.2 million views), tiramisu overnight oats (7.9 million views) and chickpea blondies (3.5 million views).