Gut health becoming next big packaged-food trend? Why FMCG firms are betting big on fibre-rich goods

Gut health and fibre-rich diets are emerging as a growing focus area in the country’s packaged food sector, as new consumer data highlights a persistent gap in daily dietary fibre intake. The trend comes amid increasing global attention on high-fibre eating patterns, including conversations around “fibre-maxing”, which emphasise stepping up fibre intake through everyday diets. A social media wellness trend, fibe-maxing -- sometimes spelled "fibremaxxing" -- broadly focuses on intentionally maximising daily dietary fibre intake supposedly to aid gut health, support weight loss and manage blood sugar levels.

Nearly 70 per cent of Indians do not meet the recommended daily dietary fibre intake, according to an analysis by ITC's Aashirvaad Happy Tummy platform. The study's findings are based on self-reported responses collected between 2021 and 2025 from more than 6.5 lakh participants aged 18–60 years across the country.

The data also indicates a clear gender gap in fibre consumption, with over 73 per cent of women and more than 63 per cent of men falling short of recommended intake levels.

The study highlights a broader shift in the domestic packaged food market at a time when several FMCG companies are increasingly targeting niche nutrition categories -- such as digestive wellness, protein-rich foods and functional staples -- amid rising consumer interest in preventive nutrition.

Other key findings

Here are some other findings of the study:

• Eight out of 10 consumers are unaware of fibre needs
• One in every four consumes multigrains daily
• Nearly 40 per cent rarely consume fruits
• Over 60 per cent are not physically active daily
• Around 30 per cent meet recommended daily water intake
• Nearly 50 per cent report insufficient sleep
• Around 20 per cent report severe stress

The dietary reference cited in the report is based on guidelines from the Indian Council of Medical Research–National Institute of Nutrition (ICMR-NIN):

• 25 grams per day for adult women
• 30 grams per day for adult men

Limited dietary diversity driving fibre gap

The findings point to low dietary diversity as a key factor behind inadequate fibre consumption. Only one in every four respondents reported consuming multigrains daily, while nearly 40 per cent said they rarely consume fruits.

Although vegetable consumption is relatively higher, overall intake patterns still fall short of balanced, fibre-rich diets.

The report also notes a significant awareness gap, with 8 out of 10 respondents unaware of their recommended daily fibre intake.

Lifestyle factors linked to digestive health

Beyond diet, the data highlights multiple lifestyle-related indicators associated with digestive health outcomes.

Over 60 per cent of respondents reported no daily physical activity, while only about 30 per cent said they meet recommended water intake levels.

Nearly half reported insufficient sleep, and around 20 per cent said they experience severe stress.

FMCG sector increasingly positioning around 'gut health'

The findings come as packaged food companies in India increasingly position multigrain and high-fibre products within the broader “gut health” and digestive wellness category. The segment is gradually gaining visibility as consumers show growing interest in preventive nutrition, even as actual fibre intake levels remain low.

Industry players are expanding communication around fibre-rich diets, linking everyday staples such as atta and cereals to digestive wellness outcomes, indicating a shift in how nutrition narratives are being framed in the FMCG space.

Experts referenced in the report emphasise that fibre-rich diets—comprising whole grains, fruits, vegetables and multigrains—along with adequate hydration, sleep and physical activity, are key components of digestive health.