The fibre opportunity isn’t about creating demand. It’s already there.

The challenge is turning that intent into action.

- Most consumers say fibre matters, but many aren’t confident they’re getting enough
- It’s not front of mind at the point of purchase
- It's still stuck in traditional formats, with room to expand
- Gut health leads, with broader benefits starting to emerge

That’s where brands can win.

The fibre opportunity report shows how to close the gap between intention and behaviour, and where to show up differently to drive real uptake.