New customer trend: fibremaxxing

Fibre is becoming the new ‘protein’, according to new research. The M&S 2026 Health Trends report has highlighted the movement of fibre into the mainstream.

To reach the recommended intake of 30g per day, customers are looking for easy, delicious ways to add more of this important nutrient into their meals.

Key for maintaining a healthy digestive system, fibre can also support heart health, better blood sugar and weight management, plus keep people fuller for longer.