Weetabix: Londoners motivated to boost their fibre intake but aren't sure how to

The survey of London adults shows that confidence around fibre is relatively high, with 58% of Londoners saying they feel confident in their fibre knowledge. However, this confidence doesn’t always reflect reality: fewer than one in five (17%) Londoners correctly identify the recommended daily fibre intake of 30g, suggesting many are unknowingly falling short.

Consultant Dietitian to the Weetabix Food Company, Sian Porter, shares her advice:

“The easiest ways to increase fibre are to add fibre-rich ingredients to meals and make simple additions or swaps, such as adding fruit to your cereal, sprinkling nuts or seeds on yoghurt or soup, choosing wholegrains over white rice or pasta, keeping edible skins on fruit and veg, and swapping snacks like crisps for nuts or meat for beans and lentils. Build these changes gradually and remember to drink plenty of fluids.”

Confidence vs reality in the capital

The research highlights a clear gap between perception and reality among Londoners. While nearly six in ten feel confident about fibre, and over half believe they meet daily targets, many underestimate how much fibre they actually need. The average estimate given by London respondents falls well below the recommended 30g per day, reinforcing the need for clearer guidance and practical advice.

Fibre’s importance – and what’s holding Londoners back

Encouragingly, fibre is seen as important by the vast majority of Londoners, with digestive health the top reason.

• 62% associate fibre with improved physical health
• 59% link fibre to improved mental wellbeing

However, among those not reaching daily fibre goals, lack of knowledge remains the most common barrier, cited by just over one in five Londoners. Time pressures also play a role, reflecting the fast-paced nature of city life, while cost is a concern for some – despite many fibre-rich foods being affordable and widely available.

Strong appetite for learning more

Interest in fibre is high across the capital. More than half of Londoners (58%) want to learn how to increase fibre in their diet, and this enthusiasm is particularly strong among younger adults. Many Londoners are already taking action, with over four in ten saying they’ve made changes in the past year to include more fibre.

When it comes to trusted sources, Londoners are most likely to turn to:

• Government health websites (21%)
• Fitness and wellbeing professionals (16%)
• Word of mouth and trusted brands

Social and digital channels also play a growing role in shaping conversations around gut health and fibre, especially among younger city dwellers.

Making fibre simple

With motivation high and the biggest barrier being knowledge, small changes can make a meaningful difference. Starting the day with a wholegrain, fibre-rich breakfast such as Weetabix offers an easy, affordable and effective way to increase daily fibre intake, alongside simple swaps and varied fibre sources across meals and snacks.

To read the full survey findings and top tips, visit here, and to explore fibre-rich recipes, visit Weetabix ideas.