Fibre: The functional advantage hiding in plain sight

Working with food manufacturers and retailers not only gives most ingredient suppliers and brand developers a glimpse into what consumers want, but critically, where the next untapped opportunities lie in terms of new product development. 

Lately, there have been a lot more conversations about a nutrient that’s often already present in products, but for some reason is taking a backseat to other claims, including protein. Yes, we’re talking about fibre.

To get a grasp of why this is, ACI Group recently partnered with GoodMills Innovation, undertaking an extensive audit of hundreds of products launched in the bakery and desserts category between January 2021 and April 2025. 

The results revealed a surprising trend: while protein continues to dominate on-pack claims, fibre has marginally outpaced it in product launches, with 194 ‘Source of Fibre’ or ‘High Fibre’ launches compared to 183 ‘High Protein’ launches over the past five years. 

However, budget retailers and their baked goods suppliers are notably lagging in embracing and communicating the strong growth of fibre in product launches.

The good news is that we are now seeing growing recognition in the broader food and beverage manufacturing industry for fibre, not just as a digestion aid or a checkbox for cereal products. 

This development is boosted by high-profile campaigns such as Denmark’s Danish Whole Grain Partnership, which aims to reposition fibre as a versatile, functional ingredient that can offer branded products, whether budget or high-end, real health credibility and technical advantages. It is also being supported by retailers such as Lidl GB which understands the opportunities fibre claims can bring to the table. 

Earlier this year, Lidl GB set ambitious new targets to boost public fibre intake, aiming to increase the total fibre sold by 20% by 2026 and ensure wholegrains make up 25% of all grain-based products by 2030. 

But translating these goals into visible, on-shelf impact remains a work in progress.  A walk down the aisles of a German-owned discount supermarket reveals that while some baked goods already contain over 6g of fibre per 100g (enough to qualify for a high-fibre claim), this often goes unlabelled. Despite featuring ingredients like wheat and barley flakes, others narrowly miss the threshold, pointing to the untapped potential for simple reformulation and clearer front-of-pack messaging.

Fibre is having a quiet renaissance

While protein has been in the spotlight for some time, the benefits of fibre in food and beverage products, while underreported, are fast becoming compelling, with strong clinical validation for several health benefits, including gut health. 

It is important to note, though, that in addition to supporting the digestive tract, fibre can also assist in regulating blood sugar, promoting satiety, and contributing to heart health. And while fibre might have struggled with an image problem in the past, consumer perception around it is changing.  

Across a diverse range of age groups, but especially among younger shoppers, we’re seeing a shift: fibre is no longer just about ‘regularity’: it’s about gut health, energy, and long-term wellbeing. Importantly is understanding the functional role fibre can play in new product formulations and its positive impact on both sugar and salt reduction and better taste, texture and moisture in items such as baked goods is growing.

Barely scratching the surface

As mentioned, countless products already contain enough fibre to make a claim, but don’t. This is a huge opportunity. In the battle for attention on-pack, a simple, regulated claim like ‘Source of Fibre’ or ‘High in fibre’ can build trust, nudge purchase, and reinforce a product’s health positioning - all without having to reformulate or overhaul your marketing strategy.

Despite a surge in health-driven innovation across bakery, cereals, and plant-based products over the past five years, fibre remains one of the most underclaimed nutritional benefits on UK supermarket shelves. According to a recent market review conducted by ACI, a significant number of products (particularly in the bread and morning goods category) exceed the legal thresholds for fibre claims but are failing to make them.

It’s remarkable how many formulations we came across during our research that are technically eligible for a claim, but no one’s flagged it. Sometimes it’s down to a lack of awareness. Other times, it’s because fibre hasn’t been prioritised in the brand’s messaging. Either way, the result is the same: untapped value that is left on the table.

Fibre is flexible

What makes fibre particularly exciting from a food development point of view is how functional it is during processing. Soluble fibres like chicory root or inulin can help with sugar reduction, texture, and moisture retention, while insoluble fibres can add structure and improve bulk. Some fibres even enhance shelf life by reducing water activity. So, fibre is not just about adding a healthy ingredient, it's about upping performance. 

For product developers working under the constraints of the soon-to-be-implemented HFSS legislation, which will impact the amount of fat, salt and sugar in products including baked goods, fibre can offer a functional benefit by positively impacting sensory and organoleptic properties.

A message that builds trust

From a retail perspective, we know that fibre ticks a lot of boxes. It aligns with plant-based eating, supports digestive health, and can easily be incorporated into private label innovation. In addition, it doesn’t require controversy or complex storytelling because it is a familiar and trusted addition to any label. 

But trust only happens when the message is clearly communicated. If a product is high in fibre but doesn’t say so, you miss that moment of connection at the shelf. In a saturated market where health claims are often overused or vague, fibre is a refreshingly simple, legally defined, and science-backed benefit. And that makes it incredibly valuable.

The window is open, but not forever

What we’ve learned from past trends - whether protein, sugar reduction, or gluten-free is that the first movers usually define the space. They capture the early trust, shape the narrative, and set consumer expectations.

With fibre, that window is open right now. But as more brands and retailers start to recognise its potential, the space will fill quickly. If you’re not making the claim, chances are your competitor will.

At ACI, we can assist brands and developers in unlocking the power of fibre in their existing or new formulations. Whether that means auditing existing recipes to assess fibre content, sourcing smarter fibre ingredients, or supporting claims from a regulatory standpoint, we work closely with teams across product development, technical, marketing and retail. Let’s stop overlooking fibre. Let’s make it a core part of your next success story. For more information about our research or to discuss how to up the fibre content of your product, contact the ACI team today.