Lidl Northern Ireland targets 20% fibre increase amid “fibre crisis”

Pictured (L-R) at the launch of Lidl Northern Ireland’s landmark fibre commitment are Elaine O’Connor, Head of Sustainability at Lidl Ireland & Northern Ireland, and Registered Dietician Orla Walsh.

A major supermarket initiative aimed at tackling what experts describe as a growing “fibre crisis” has been announced by Lidl Northern Ireland, with the retailer pledging to significantly increase the amount of fibre in the food it sells over the next five years.

The supermarket chain has confirmed a new strategy to increase the tonnage of total fibre sold by 20% by 2030 and to raise the volume of wholegrains sold so they account for 20% of total grains sold across its range.

In doing so, Lidl Northern Ireland says it has become the first supermarket retailer on the island of Ireland to commit to a dedicated fibre strategy of this scale.

The move comes alongside a new partnership with registered dietician Orla Walsh, who has been working with the retailer over the past 12 months to review its full product range and explore ways of increasing fibre content in everyday foods.

Working with longstanding local suppliers, Lidl has already begun reformulating products within its own-brand range to boost fibre levels. An initial batch of 30 items has already been updated, with further reformulations planned throughout 2026.

Products that meet the criteria will be labelled ‘High in Fibre’ or ‘Source of Fibre’, aiming to make it easier for shoppers to identify healthier options while maintaining affordability and quality.

The strategy has been shaped against a backdrop of widespread fibre deficiency across the UK. According to the UK Government’s National Diet and Nutrition Survey, 96% of people in the UK are fibre deficient, with adults consuming an average of just 18 grams per day — well short of the recommended daily intake of around 30 grams.

Research suggests that increasing fibre intake by just eight grams per day can reduce the incidence and mortality rates of diseases such as coronary heart disease, type 2 diabetes and colorectal cancer by between five and 27 percent.

New research commissioned by Lidl Northern Ireland and Customer Perceptions highlights a clear gap between public understanding and reality when it comes to fibre intake.

Three quarters of adults across Northern Ireland (74%) said they did not know or could not correctly identify the recommended daily fibre intake. Despite this, more than half (56%) said they were confident they already consume enough fibre in their daily diets.

Among older adults, a separate study carried out by Ipsos on behalf of Lidl Northern Ireland’s charity partner Age NI found confidence levels were even higher, with 85% of people aged over 55 believing they eat enough fibre each day.

When asked where their fibre intake typically comes from, respondents most frequently cited oats and porridge (18%), fruit (15%) — with bananas the most popular — followed by bran (9%), bread (9%) and vegetables (6%).

Barriers to increasing fibre intake varied. More than a third of respondents (37%) said nothing prevents them from eating fibre-rich foods daily, while 17% pointed to personal taste preferences as the main reason they do not consume more. A further 12% admitted they simply do not prioritise fibre intake.

For older respondents, the perceived cost of fibre-rich foods emerged as the most common barrier, affecting one in ten people.

The research also examined attitudes towards nutritional labelling. The most valued labels among consumers were ‘Reduced Sugar’ (32%), ‘Reduced Salt’ (31%) and ‘Reduced Fat’ (31%), followed by ‘High in Vitamins’ (30%) and ‘High Protein’ (28%).

Only one in five respondents (20%) said ‘High in Fibre’ was the most important nutritional label when choosing products, although more than 80% said they would be more likely to purchase a product clearly labelled as high in fibre.

Commenting on the initiative, registered dietician for Lidl Ireland and Northern Ireland Orla Walsh said the retailer’s commitment could play a key role in improving public health awareness.

“I’m very proud to partner with Lidl Northern Ireland and back its brand new fibre commitment which sees Lidl commit to increasing the tonnage of total fibre sold by 20%. Not only will this move encourage other retailers to make similar changes to their product offering, but it underscores Lidl’s commitment in supporting its customers and helping to tackle some of the biggest health challenges facing the nation today.

“With the average daily fibre intake being only 60% of what it should be in adults across the UK, effectively putting the region in a fibre deficit, the statistics speak for themselves -  Northern Ireland is facing a fibre crisis and we need to significantly increase our consumption of this essential nutrient. This major move by Lidl will help start a national conversation to increase public awareness and understanding of the importance of fibre in the diet.

“We know from new research by Lidl that there’s a real discrepancy between the public’s understanding of what the recommended daily fibre intake is and their perception of their own fibre consumption. That’s why nutritional labelling is so important - a product that is certified ‘High in Fibre’ and clearly labelled as such can empower shoppers to make informed choices to better fuel their bodies.

“Working with Lidl Northern Ireland and its local suppliers, we have identified a range of products that can be easily adapted to boost fibre content and make what is already a good nutritional product a great one. It only takes a little extra fibre to make a big difference and, as we begin a new year and a new partnership, I’m looking forward to further supporting Lidl Northern Ireland shoppers with helpful tips and recipes to give everyone a nutritional boost.”

Kevin Duffy, Chief Commercial Officer at Lidl Ireland and Northern Ireland, said the retailer is aiming to lead the sector in delivering healthier food choices.

“At Lidl, we’re committed to supporting healthy and sustainable diets and setting ambitious targets to ensure our food is good for both people and the planet. By setting an ambitious target to significantly increase fibre content of our products, we’re leading from the front and we’re very proud to be the first retailer on the island of Ireland to take tangible action.

“Not only does that mean introducing new high-fibre products to our ever-expanding range, but it also means boosting the nutritional value of our existing products and making everyday items healthier, with no compromise on quality or taste.

“Utilising our longstanding relationships with local suppliers, we’ve been able to work together to reformulate a healthier product and deliver greater nutritional benefits to shoppers which we know is of ever increasing importance. Our dedicated High Protein range has already been a huge hit with customers and we’re confident that shoppers will value having more choice over their purchases to prioritise healthier eating with this new High Fibre range.”

Elaine O’Connor, Head of Sustainability at Lidl Ireland and Northern Ireland, said the initiative forms part of the retailer’s wider sustainability strategy.

“As part of our overarching Sustainability Strategy, we are focused on delivering on our promise to customers to bring healthy, sustainable and high quality products at market-leading prices. We are committed to continuing to support our customer’s health and wellbeing every day, which is why we are so proud to announce our partnership with Orla Walsh.

“As a leading registered dietician, Orla has been instrumental in the development of our new fibre commitment and how we practically and sustainably roll that out in a way that enables us to make a real impact on our customer’s lives. Working closely with Orla and our valued local suppliers, we’re now on that journey and we look forward to bringing customers more choice and more to value by shopping with us.”

As Lidl Northern Ireland rolls out its new fibre strategy, the retailer says the goal is simple: make healthier choices easier and more accessible for everyday shoppers.

By reformulating familiar foods, expanding high-fibre options and working closely with nutrition experts and local suppliers, the supermarket hopes to help close the region’s fibre gap — and spark a wider shift towards better dietary awareness across Northern Ireland in the years ahead.

At a glance

• Lidl Northern Ireland has announced a strategy to increase the total fibre sold across its products by 20% by 2030.

• The retailer says it is the first supermarket on the island of Ireland to introduce a dedicated fibre strategy.

• Around 30 own-brand products have already been reformulated to increase fibre, with more changes planned during 2026.

• Research shows 74% of adults in Northern Ireland do not know the recommended daily fibre intake.

• Despite this, 56% believe they already consume enough fibre in their daily diets.

• UK data indicates 96% of people are fibre deficient, consuming an average of 18g daily compared with the recommended 30g.

• Lidl says the initiative forms part of its wider sustainability and health strategy, developed in partnership with dietician Orla Walsh.