Prunes and All-Bran have undergone a modern revival, shedding their old-age stereotypes as Gen Z embraces a health trend known as “fibremaxxing.” Younger generations are increasingly opting for high-fiber foods like chickpeas, chia seeds, and prunes, fueled by popular TikTok trends and a growing awareness of gut health.
The surge in demand for high-fiber products among Brits is evident, with sales data from Ocado indicating a significant uptick. Prunes have seen a 60% increase in sales over the past year, while fruit-fiber cereals and spelt grain have also experienced notable growth. Notably, 62% of Gen Z consumers are actively seeking to boost their fiber intake, a stark comparison to the 36% of over-65s doing the same.
Charlie Parker, a senior nutritionist at Ocado Retail, highlights the shifting attitude towards fiber, emphasizing the rising awareness and the preference for simple, familiar fiber-rich foods such as cereals, beans, and fruits. This trend, largely driven by younger generations, underscores a broader recognition of the pivotal role fiber plays in overall health.
While the NHS recommends a daily intake of 30g of fiber, a target that few adults meet, influencers on platforms like TikTok are advocating for higher consumption levels, with suggestions ranging from 50 to 100g per day. Viral recipes featuring fiber-rich ingredients like chia seeds and chickpeas, such as chocolate mousse and brownies, are gaining popularity among health-conscious individuals.
Experts emphasize the manifold benefits of fiber, including its satiating effect, potential in reducing obesity risks, and the ability to lower the incidence of chronic diseases like bowel cancer. The World Health Organization endorses high-fiber diets, citing a potential 30% reduction in bowel cancer risk associated with their consumption.
Renowned nutrition expert Professor Tim Spector, affiliated with King’s College London and the Zoe nutrition app, advocates for a diverse plant-based diet to promote gut health. Spector’s innovative app features a plant counter and an AI tool that assesses food photos for their health quotient, aiming to empower individuals with personalized nutrition insights and evidence-based guidance.
Spector asserts that personalized nutrition and informed dietary choices are pivotal in combatting the adverse health effects of modern food environments. By encouraging individuals to incorporate 30 different plants weekly into their diets, he aims to revolutionize eating habits and enhance overall well-being.
The evolving landscape of dietary preferences, driven by a younger demographic’s emphasis on health and wellness, underscores a paradigm shift towards fiber-rich, plant-based foods. As awareness grows and influencers champion nutritious choices, the trend of “fibremaxxing” is poised to shape the future of dietary patterns and foster a culture of holistic well-being.
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