The disconnect between fibre’s proven health impact and low consumption levels requires attention, and there is a clear opportunity to reposition fibre as a nutrient people actively seek out. Protein has been successfully framed as a “must-have” for modern lifestyles, and there’s no reason why fibre can’t follow the same path.
So how did protein earn its status in the first place? Well, it didn’t happen overnight. In fact, the first recommendations on protein intake date back to the 19th century. But in recent years, protein has gained momentum thanks to fitness influencers, wellness bloggers, and self-proclaimed experts who have championed high-protein diets across social media and popular culture.
The success of protein proves this: it is possible to make consumers care about their nutrient intake and create a desire for products high in specific nutrients. So, how can fibre be positioned to drive demand and innovation in a similar way to protein? From a market strategy perspective, we see three key areas where fibre can follow a similar path to success.
1. Reframe fibre around what consumers care about
Protein’s rise was fuelled by its clear, relatable benefits that resonate with modern lifestyles, so fibre should be reframed in equally meaningful terms. Whilst over half of European consumers view choosing healthier foods as a top priority when it comes to dietary change, eating healthily is not often explicitly linked to fibre.
Unlike protein, which is frequently highlighted in product names or packaging and seen as a key reason to purchase, fibre lacks visibility and emotional connection.
To change this, brands need to communicate fibre’s benefits in relatable language. Messaging like “supports gut comfort,” or “helps manage cravings” make the benefits of fibre feel health-relevant, personal, and desirable.
Communication Research can help companies understand how different messages about fibre-rich products resonate, testing this directly with consumers. This helps brands identify the language and positioning that makes fibre feel a necessary component of a healthy diet.
2. Innovate with formats that fit modern eating habits
Protein surged forward partly because it was successfully integrated into convenient, tasty formats: protein bars, shakes, snacks, and ready meals. Fibre needs similar innovation to be embraced across diverse product types.
This means creating fibre-rich products that don’t compromise on taste, texture, or convenience. Fibre-enriched snacks, cereals, beverages, and meal replacements can all play a role, but only if they meet consumer expectations for flavour and ease.
By using our Concept Testing framework, brands can test early-stage concepts of new fibre-rich products with consumers. We gather honest feedback from real consumers to identify and reduce risk. Ensuring products align with consumer needs enables brands to launch products with confidence.
3. Use data-driven insights to segment types of consumers
Protein brands do not all target the same group. Some products specifically target bodybuilding gym-goers, others cater to people managing weight, and others appeal to busy consumers seeking something convenient, yet nutritious. This consumer segmentation allows for tailored products and messaging.
Fibre brands can also benefit from segmentation, using detailed consumer insights to identify distinct groups and develop fibre-rich products that meet the unique needs and preferences of that group.
Our Food Profiles do exactly this. Using a large database of consumer knowledge, we have identified six consumer segments based on what people value when it comes to food. Applying this segmentation tool will lead to better-informed innovation and more targeted messaging around fibre products.
Looking Forward
Fibre has all the potential to become the next “hero” nutrient, just as protein has become in recent years. But while few consumers are benefitting from adding more and more protein to their diets, increasing fibre intake can play an important role in improving the health of many. By clearly communicating its meaningful benefits, innovating with formats that fit modern lifestyles, and using data-driven consumer segmentation, brands can unlock fibre’s full market potential. At Future of Food Institute, we can provide the consumer insights that can empower brands to reposition fibre from an overlooked essential to a must-have staple, improving health outcomes and encouraging innovation in the food system.
