High fibre, high sales: How to attract fibre-conscious consumers

Consumer Behavior

As consumers grow increasingly aware of the benefits of fibre-rich diets, expert new research from NIQ reveals how foodservice businesses can capitalise.

NIQ’s new Food Insights 2026 report, packed with analysis of the latest trends in out-of-home eating to help suppliers and venues grow sales, shows nine in ten (91%) consumers are now aware of the benefits of high-fibre foods. But with interest soaring, all On-Premise operators need to understand the latest preferences and adapt menus and promotions accordingly.

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What’s the opportunity?

Fibre’s appeal makes a material difference to consumers’ lifestyles. More than a quarter say they already follow a high-fibre diet, and their awareness is impacting the way they assess menus.

There are sizeable opportunities to capture even more fibre-conscious consumers. Nearly three in four consumers are interested to try this kind of diet in the future, while only 8% are unaware of the advantages.

But there’s a lot of work to be done to turn these curious consumers into purchasers. Currently, just 4% say they opt for fibre-rich menu items every time or most times, while two thirds do so either occasionally (50%), rarely (15%) or never (2%). For now at least, fibre is a secondary consideration in menu selection rather than a priority.

The challenge of educating consumers

For suppliers and venues who want to drive more people towards fibrous items, the first step is education. That means improving general understanding of what actually constitutes a high-fibre ingredient—which is usually accepted to be fibre content of 6g or more per 100g.

Currently, there is good awareness that items like oats, chia seeds and broccoli meet this high-fibre threshold. But far fewer consumers are aware that avocados and raspberries can be good sources too.

With understanding so variable, clear communications about the nutritional values of ingredients are essential to increasing adoption of them. Brands that can lead on this educational task can differentiate themselves and earn a competitive edge on rivals.

How to win in fibre

Alongside education, there are more levers to pull in order to draw people towards high-fibre items. Visibility is vital, so it’s important to make these dishes easy for guests to discover. Attractive menu descriptions are important, and accessible social media content that explains more about the benefits of fibre is another option. Training staff can boost guests’ awareness as well. In these areas and more, foodservice suppliers have a key role to play in helping venues make the most of the mounting interest in fibre.

Ready to win in out-of-home eating?

NIQ’s Food Insights 2026 report provides a comprehensive guide to key trends in out-of-home eating, it includes insights into consumers’ latest preferences, and deep dives into hot topics including technology, sustainability, plant-based eating and more. The report is packed with robust data and expert analysis to help businesses refine strategies and future-proof food propositions. To learn more, get in touch.