Fibre surge driven by gut health and functional boom

The demand for fibre is growing significantly, as consumers embrace it after years of neglect. While the online fibremaxxing trend brought it into the spotlight, this may be short lived, believes Innova's Mimi Bonnett, although its impact on how fibre is perceived - dispersing the narrative of unpleasantness around it and its association with digestion - will likely be long-term. The main drivers of demand are functional health factors, particularly gut health. Products with added fibre are actu