New supermarket data shows that younger shoppers are now embracing fibre, fuelled by rising awareness of gut health, social media food trends, and the influence of nutrition experts. Searches for ‘high fibre’ products on Ocado.com have risen 87% year-on-year, while ‘fibre’ has risen by 78% year-on-year. Traditional staples and cupboard classics are also seeing strong growth: prunes, once a favourite among older generations, are up 60%, fruit & fibre cereal has risen 52%, and Weetabix is up 87%. 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. With younger generations driving much of the interest, it’s great to see a broad recognition of the role fibre plays in overall health.”