Marks and Spencer (M&S) has recently unveiled a new Nutrient Dense range, created to help customers increase their intake of key nutrients, including fiber—reflecting the sharp rise in consumer focus on fiber-rich diets. Younger shoppers, in particular, are increasingly turning to social media for food and wellness inspiration, with trends such as “fibermaxxing” encouraging people to add more fiber to their daily routines, says GlobalData, a leading intelligence and productivity platform.
Online advocates commonly cite benefits including improved digestive health and sustained energy, alongside broader interest in long-term gut health. At the same time, the growing uptake of GLP-1 weight-loss injections is prompting more consumers to seek nutrient-dense foods high in protein and fiber to support their dietary needs. With Tiktok and Instagram driving interest in fiber-forward recipes and high fiber ingredient ideas, UK brands and retailers have an innovation opportunity in the ready meals and snacks sector to appeal to this emerging base of fibermaxxers.
Jessica Butler, consumer analyst at GlobalData, comments: “For time-pressed consumers, clear on-pack cues matter. Shoppers want to see fiber signposted on the front of packs, rather than having to scan the ingredients list. Social media is also amplifying awareness of foods that are naturally high in fiber, shaping what people look for in store. Supermarkets could respond by making these options easier to find and ensuring range innovation keeps pace with this growing demand.”
Gut health takes centre stage for Gen Z and Millennials
GlobalData’s consumer research highlights robust demand for fiber-rich foods, driven in part by rising concerns about gut health, particularly among younger consumers. In GlobalData’s Q1 2025 global consumer survey, gut health has emerged as an everyday wellbeing priority. When asked which health outcomes they are actively working to improve, consumers ranked gut health (42%) alongside mind health/mood (42%) and energy levels (42%), signaling a shift toward day-to-day “feel-good” benefits such as comfort, mood, and vitality. Engagement is especially strong among younger, highly connected audiences: 40% of Gen Z and 45% of Millennials said they are actively trying to improve their gut health. The recently introduced Nutrient Dense range from M&S is designed to help consumers increase their intake of key nutrients including fiber, which could appeal to Gen Z and Millennial fibermaxxers.
High fiber becomes the new norm
M&S Nutrient Dense range joins a wave of recent UK retailer ready-meal launches, including Morrisons Applied Nutrition and Co-op Good Fuel ranges, which focus on enriching recipes with high fiber content. In Lidl’s retailer-wide fiber strategy announced in January 2025, the company set out plans to increase total fiber tonnage sold by 20% by 2026 and raise wholegrain sales to 25% by 2030. This kind of scaled, supermarket-led approach can help shoppers increase fiber intake through everyday staples. Beyond clear “fiber-rich” labelling, raising fiber levels across a broader range is set to deliver a big impact. Consumers who aren’t actively seeking out high-fiber options or following trends such as fibermaxxing will still benefit all the same through their everyday choices.
Fiber “toppers” tap into active nutrition demand
Fibermaxxing is also expanding beyond mainstream grocery. Holland & Barrett introduced a new range of fiber seed toppers this month, designed to be added onto meals for a quick fiber boost, showing the appeal of easy, add-on formats. The launch also reflects continued momentum in active and holistic nutrition. In GlobalData’s Q3 2025 global consumer survey, when asked how they expect their lifestyle to evolve over the next three months, 23% of Gen Z and 20% of Millennials said they plan to buy sports and active nutrition products more frequently. As younger consumers increasingly maintain or increase spend in active nutrition, simple fiber-led formats such as seed toppers are well positioned to appeal to a growing fibermaxxing demographic.
Butler concludes: “Overall, rising concerns about gut-health and viral online trends, such as fibermaxxing, are making fiber a more sought-after and accessible ingredient. The opportunity for brands and retailers is to respond with appropriate innovation, reformulation to increase fiber content across everyday ranges where needed, and improving on-pack signposting to help consumers reach higher fiber intakes more easily.”
*GlobalData Q1 and Q3 2025 global consumer surveys were conducted with 21,000 respondents across 42 countries
