Searches for “high-fibre products” on Ocado increased by 87% year-over-year, driven by younger shoppers interest in growing their fibre intake.

According to data from Ocado Retail, sales for fibre-rich pantry staples experienced significant growth, with prunes, fruit & fibre cereal and spelt increasing by 60%, 52% and 59%, respectively. Additionally, Weetabix sales increased by 87%, while tinned fruit sales grew by 37%.

The research also found 62% of Gen Z consumers are trying to increase fibre intake in their diets, while only 36% of over-65s are trying to increase fibre consumption.

Charlie Parker, Senior Nutritionist at Ocado Retail, said: “Fibre has sometimes been overlooked, but the data shows that awareness is growing and more people are looking to increase their intake.

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“What’s encouraging is that many are turning to simple, familiar foods like cereals, beans and fruit to do so – products that are easy to include in everyday diets. With younger generations driving much of the interest, it’s great to see a broad recognition of the role fibre plays in overall health.”

The rise in demand for fibre products is driven by wellness benefits, with 82% associating it with maintaining good gut health, 83% with aiding digestion and 61% with weight management.

Social media is also pushing growth in the rise in fibre intake, with 42% of Gen Z consumers seeing more “fibre” content on their feeds.