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Only four in 10 ensure diet is high in fibre, finds Hovis

Just 38% of consumers make sure they follow a high-fibre diet, according to a new study by Hovis.

The bakery brand conducted research among more than 2,000 UK adults and found that, despite high-profile campaigns to encourage fibre consumption, there was still a lot of confusion on the subject.

In positive news for bakers, 89% of UK adults said they recognised eating fibre each day was important, and bread topped the list of foods that were a good source of fibre. Four-fifths (81%) of those surveyed said wholemeal bread was a good source.

The research found that 79% knew fibre helped digestive health, with 38% also recognising it could help maintain normal blood cholesterol levels.

However, only 38% said they ensured their diet was high in fibre, and a quarter didn’t know how much fibre they consumed.

The research also revealed confusion about how much fibre should be in a diet, with half not knowing how much fibre the average adult should eat each day, and only 14% correctly identifying that the daily target was 30g.

“There have been numerous studies that have shown the benefits of eating more fibre, yet people are still failing to eat enough of it,” said Hovis marketing director Jeremy Gibson, adding that interest in lower-carb diets and a reduction in bread consumption were signs consumers could be missing out on the fibre benefits of bread.

Hovis is now working with registered dietitian Sarah Almond Bushell and other experts to provide information, recipes and advice to help consumers improve their diet.

“It’s not difficult to boost fibre intake; anyone can do it by eating more wholemeal bread, wholemeal pasta, brown rice and fruits and vegetables. Consuming enough fibre can help with digestive health, as well as maintaining normal cholesterol levels and it can taste great too.”


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