New research from gut health science company Zoe found that of 2,000 UK consumers surveyed, 90% do not know the recommended daily fibre target, while 66% feel misled by ‘deceptive’ marketing claims on food packaging.

The survey highlighted a ‘dangerous fibre gap’ across the nation, with public awareness of the issue and faith in the government to address the problem found to be low.

Zoe said this ‘fibre gap’ is fuelling a rise in gut-related health issues such as constipation, as well as an increased risk of cardiovascular disease, type 2 diabetes, metabolic syndrome, stroke and even some cancers.

The average UK adult consumes just 16.4g of fibre, with only 5% of the population meeting the recommended daily target of 30g.

Tim Spector, scientific co-founder of Zoe, is calling for greater action from the government and food industry to tackle the country’s current ‘ultra-processed food environment,’ with 60% of British diets now consisting of UPFs.

Notably, the survey points out that poor diets have now overtaken smoking as the leading preventable cause of death and ill health. Fewer than one in four survey respondents identified this, with more than one in three (35%) still believing smoking is the leading cause, compared with poor diet (22%), alcohol consumption (17%), physical inactivity (8%) and air pollution (9%).

The survey also reveals consumers are struggling within ‘a confusing UPF environment’: with two-thirds feeling misled by food marketing claims, and around seven in ten (69%) saying they would make different food choices if they had access to clearer guidance on which foods support their health. This was particularly true for Millennials (75%) and Gen Z (74%).

Only 9% of respondents believe the government is taking the nation’s diet ‘very seriously,’ while more than half (52%) said the government could be doing more to address the issue.

Spector called the survey’s findings a “wake-up call for a nation trapped in a broken food system”. He commented: “It is staggering that despite poor diet overtaking smoking as the leading cause of preventable death, fewer than a quarter of adults recognise the danger on their plates. This isn’t a failure of personal willpower; it’s a failure of policy.”

“People want to make healthier choices, but they are being thwarted by deceptive marketing and a lack of clear guidance.”

Spector argues that we cannot rely on “voluntary industry shifts,” adding: “We need urgent, systemic intervention now, including mandatory warning labels on UPFs, an expanded sugar tax, and a radical reduction of these foods in our schools and hospitals. Nutrition must be treated as the major public health priority it is.”