Will Fibre Take The Crown? Dethroning Protein in the Battle of Nutrition

Protein has long been the star of the nutrition world, dominating consumer interest and product innovation – but fibre is emerging as a serious contender.

In the UK, where 95% of people fail to meet daily fibre recommendations, the “fibre crisis” highlights an untapped opportunity for brands, and with rising interest in gut health, sustainability, and functional foods, fibre is stealing the spotlight.

Traditionally associated with digestion, fibre is now being redefined as a cornerstone of holistic health. Its role in supporting the gut microbiome has made it central to the burgeoning gut health movement, which ties digestive health to everything from immunity to mental well-being. As the unsung hero in this narrative, quietly underpinning the body’s ability to function optimally, fibre is not just an ingredient, but a potential portal to a broader wellness narrative that consumers are eager to buy into.

Brands are already responding to this shift and proving that fibre can be functional and desirable. Bio&Me, co-founded by gut health expert Dr Megan Rossi, positions fibre as aspirational with its prebiotic-packed porridge and granolas, while Soak’d Oats is reimagining the humble oat through stylish, convenient products.

Larger players are also making moves. Nestlé’s Vital Pursuits line of fibre-enriched frozen meals and Smoothie King’s high-fibre offerings are both targeted at GLP-1 users and illustrate how fibre is creeping into the mainstream.

What sets fibre apart is its versatility. It fits seamlessly into multiple consumer trends, from functional foods to sustainability. Fibre’s association with natural, plant-based ingredients makes it an easy sell to environmentally conscious consumers, while its role in gut health and satiety positions it as a key player in the wellness movement. This flexibility offers immense potential for brands as fibre can be tailored to fit diverse propositions, whether it’s premium health foods or accessible, everyday staples.

However, barriers remain. Taste remains non-negotiable, no matter how healthy a product claims to be. Equally, the messaging around fibre needs to be clear and engaging and its scientifically complex benefits must be communicated in a meaningful and memorable way. The most successful brands, such as meal delivery kit Planthood, are already excelling at this, using concise narratives to bridge the gap between science and consumer understanding.

Fibre’s potential is enormous, and the brands willing to innovate, educate, and create standout products will be the ones to shape its future. Whether it dethrones protein as the star of the nutrition world, or becomes a critical supporting player, fibre offers food brands a chance to mirror shifting consumer priorities in a way few ingredients can.

The brands that embrace this moment and craft products that champion fibre have a chance to lead the next chapter in the story of nutrition. Will yours be one of them?