The ‘F-word’ nutritionists want over-50s to say at breakfast

• Two thirds of over-50s don’t know adults should eat around 30g of fibre a day
• Almost half of over-50s have no idea which foods can help boost their fibre intake
• Across the UK population, three in ten track their daily steps, a quarter monitor calories, but only 15 per cent keep tabs on their fibre intake

There’s only one ‘F-word’ over-50s should be saying at the breakfast table: fibre. But millions admit they don’t know how much they need or where to find it.

A study of 2,000 adults revealed that over two thirds of those aged 50 and above (69 per cent) don’t know how much fibre they should be eating each day.

Two in three (65 per cent) adding they had no idea 30g of fibre was the recommended daily amount to maintain a healthy diet.

But 48 per cent also admitted they don’t know which foods can help increase their intake, with 30 per cent convinced they don’t have enough fibre in their diet.

In comparison, Gen Z are much more fluent in the ‘F-word’, as 75 per cent of feel confident they can identify high-fibre foods, with those aged 18-29 crediting social media (29 per cent) and influencers (15 per cent) for their knowledge of what they need in their diet.

Gen Z also emerged as the most likely to keep a close eye on their health, with 84 per cent tracking metrics such as calories (43 per cent), sleep (40 per cent) and steps (34 per cent), or the protein (36 per cent) and fibre (26 per cent) they are eating.

But fibre was not top of mind for many, with 27 per cent of all those polled admitting it is not an important consideration for them when making food choices.

Which may explain why so few track it – over half (53 per cent) admitting it’s something they’ve never tracked, and of those that do, most (19 per cent) track it rarely.

https://www.kelloggs.co.uk/en_GB/brands/fibre.html The study was commissioned by Kellogg’s, which has been championing fibre since launching Bran Flakes more than a century ago. The cereal giant is encouraging adults in mid-life to put the ‘F-word’ back on the breakfast menu.

Nutritionist, May Simpkin, said: “Fibre has a bit of a reputation problem. People know it matters, but it can still sound functional, clinical or even a little boring.

“In reality, it is one of the most important everyday nutrients to understand, particularly in midlife. Found in plant-based foods such as fruit, vegetables and grains, fibre helps keep the digestive system working properly and plays a key role in maintaining good gut health.

“Ironically, the over-50s are the least confident age group when it comes to fibre, with many unsure how much they should be eating each day.

“The good news is that increasing fibre does not need to mean a complicated diet overhaul.

“Breakfast is one of the easiest places to start, whether that is choosing a high-fibre cereal, adding fruit, seeds or nuts, or simply becoming more aware of the foods that help you move closer to your daily target.”

Although fibre is a familiar term, the research suggests many adults still lack confidence when it comes to understanding how much they need, where to find it and why it matters.

Fibre is an essential nutrient found in everyday plant foods like fruits, veggies, and grains.

Additionally, fibre from wheat bran is one of the most superior fibres available.

A spokesperson for Kellogg’s commented: "We wouldn’t normally encourage the F-word around the breakfast table, but with so few people understanding how much fibre they should be eating, it’s time to change that.

“We've been championing the benefits of fibre since 1915. Over 90% of our cereals are a source of fibre so we know how to help people reach their daily goals. While our study shows a knowledge gap, the good news is that there are simple and affordable ways to get more fibre in your diet.”

Protein topped the list of health topics adults hear about most online or from friends and family (29 per cent), followed by calories and gut health (both 24 per cent).

In contrast, only 12 per cent said they regularly hear conversations about fibre. In other words, fibre may be the F-word everyone knows, but few people are actually talking about.

While 29 per cent track their daily steps and 25 per cent monitor calories, only 15 per cent keep tabs on their fibre intake.

When it came to boosting consumption, breakfast was seen as the easiest opportunity to get more fibre into the diet, according to 33 per cent of those polled via OnePoll.

Cereal and milk were the most popular breakfast choice overall, eaten by 31 per cent, ahead of eggs and toast, both at 18 per cent.

Meanwhile, 39 per cent said they are actively trying to make healthier choices, with a further 30 per cent admitting they would like to improve their habits but find it difficult.

May added: "Fibre doesn't always compete with trendier health conversations around protein, calories or supplements, even though it plays an important role in our overall wellbeing.

"Many people want to make healthier choices but aren't always sure where to start, and fibre is often overlooked despite being one of the simplest things we can improve.

"Small changes can have a meaningful impact, particularly when they're built into existing routines.

"Choosing a fibre-rich breakfast is an easy and accessible way to help close the gap, with some cereals, such as All-Bran, providing 7.8g of fibre – almost a third of your recommended daily intake.”

For more information on gut health and the benefits of fibre, visit https://www.kelloggs.co.uk/en_GB/nutrition/benefits-of-fibre.html

ENDS

Notes to Editors

Research

The research was conducted by OnePoll among a nationally representative sample of 2,000 UK consumers. Fieldwork was carried out between 17/08/2026 and 20/08/2026.

OnePoll is a member of the Market Research Society (MRS), the British Polling Council (BPC), and a Corporate Member of ESOMAR. OnePoll adheres to the MRS Code of Conduct and ESOMAR guidelines and principles for market, opinion and social research. As a signatory to the MRS Inclusion Pledge and the Global Data Quality Pledge, OnePoll is committed to promoting quality, transparency, inclusivity and diversity in research. OnePoll is also Cyber Essentials Plus certified, demonstrating independently verified cyber security standards.

May Simpkin

May Simpkin is a prominent UK-registered Nutritionist with a Master of Science (MSc) degree in Personalised Nutrition and over a decade of clinical experience. She is known for her practical and "no-nonsense" approach to healthy eating, focusing on sustainable lifestyle adjustments rather than restrictive diets. May is fully registered with the British Association for Applied Nutrition and Nutritional Therapy (BANT), the Complementary and Natural Healthcare Council (CNHC), the Institute for Functional Medicine (IFM), and is a member of the Royal Society of Medicine (RSM). Alongside her clinical practice, she is an author, speaker and media consultant, regularly hosting educational workshops, cooking demonstrations and wellness retreats. For more information, visit https://maysimpkin.com.

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