Hype vs reality: the fibre supplement marketing tricks costing you money

If you’ve spent any time on social media recently, you’ve likely encountered the latest wellness trend: fibremaxxing. 

However, despite the hype, the latest UK government data shows just 4% of the population manage to hit the recommended 30g daily intake of fibre through their diet.

Supplement brands are cashing in on this shortfall, but beneath the slick marketing and pretty packaging, you could be paying a premium for benefits that could be achieved for a fraction of the cost. 

Our in-house nutritionist, Charlotte Phillips, explains how to see through the jargon, avoid the marketing traps and hit your daily fibre goals for less.

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We looked at a range of popular fibre supplements to see how their claims stacked up. 

We found that some actually contain very little fibre vs real food, and others appear to use clever marketing to sound more impressive than they actually are. Here's what to watch out for:

1. Pricey pills with low fibre content

The biggest issue across many of the fibre supplements we looked at is just how little fibre you get for your money. For instance, taking three Wellthy by Boots Daily Fibre High Strength Capsules (£12.49, 42p per daily dose; found at Boots) gives you just 2g fibre. That is the same, or even less, than a small sweet potato (costing just 35p), but at a higher cost and with the added chore of swallowing multiple pills.

To hit a meaningful dose, some products, such as Holland & Barrett Psyllium Husk capsules (180 for £17.99, 60p per dose), require you to take as many as six capsules per day, and even then the fibre dose can still be relatively low (2.2g in this case). 

Novomins Fibre Gummies (available at Novomins, Boots and Holland and Barrett), which cost £20 for a pack of 60, provide 4g fibre per 66p dose (two gummies). But a 50g bowl of porridge oats delivers the exact same amount of fibre for just 4p. 

2. ‘Fairy dusting’

Due to strict UK regulations, there are very few approved nutrition and health claims for fibre that brands can legally make. To get around this, some brands appear to be turning to a marketing technique called ‘fairy-dusting’ - where other ingredients with approved health claims, such as vitamins, are added to a product so that they can put health claims on the front of the packaging.

For example, Novomins Fibre Gummies contain vitamin B12 and vitamin D2. This allows them to feature claims relating to the support of the immune system and normal energy-yielding metabolism on-pack, despite these claims not being related to the fibre content.

Best omega-3 supplements - independent expert reviews, and what to watch out for when buying

3. Number games

You shouldn’t need a calculator to read a supplement label. Yet, we found you might need one to make sense of dose claims and costs when choosing.

Some brands list fibre content in milligrams (mg) instead of the standard grams (g) - presumably to make doses sound bigger and stand out on the shelf.

For example, Novomins Fibre Gummies (pictured above) boast '4,000mg of fibre' per serving. That sounds far more impressive than a competitor offering 4g, but it's exactly the same amount - and is still just 13% of your daily 30g target. 

It's a simple tactic that makes it more difficult to quickly and accurately compare products on the shelf, and tricks your brain into thinking you're getting more for your money. 

That's why it's also important to check what the daily dose is, a detail you'll usually find hidden on the back of the pack. It's often two or more capsules or gummies, which means a pack will last you half as long as you might expect from the number on the front. To ensure you know the true cost per dose, always check the back of pack info first.

4. Science-washing

To add credibility, some brands seem to rely on ‘science-washing’, using impressive-sounding science or medical terminology to add clout and give a product an evidence-backed edge. 

For example, Biomel (£30 per 450g pack, £1 per scoop containing 4.7g fibre; available at Holland & Barrett) boasts of a product built on 'years of research and testing' on its website, citing '327 studies' as part of this research. 

However, a closer look reveals that these studies were conducted on individual ingredients, not Biomel’s proprietary blend. While the research itself is genuine, it doesn't tell us anything meaningful about the true number of studies on the actual product, and lends a sense of impressiveness that isn't backed by the small print.

Looking to add more fibre to your diet? Try these high-fibre foods

Why high-fibre foods are a better bet

Whilst it might be tempting to top up with a quick fibre hit, especially if you struggle to get your 30g, it's best to aim for a fibre-filled diet than to turn to supplements where possible. 

As well as providing a variety of soluble and insoluble fibres, whole foods naturally contain a range of essential vitamins and minerals too and help to foster a diverse gut microbiome. 

The food-first approach can be just as effortless and far more economical. Something as simple as grabbing an apple for your morning commute can provide you with 3-4g of fibre. Equally, five minutes of prepping overnight oats offers more fibre than a scoop of expensive powder. 

* Food pricing based on standard retail costs from Tesco; all prices correct as of 5 October 2026.

Everyday staples such as oats, a slice of wholemeal toast, or a portion of lentils can give you higher fibre doses than many supplements at a fraction of the price. 

Sprinkling toppings on meals is another good way to pack the fibre in, and bulk-buying flax, chia or pumpkin seeds works out drastically cheaper per serving in the long-run than some pricey supplement blends.

Want the chance to ask your nutrition and health questions to leading experts? Sign up for our free Live podcast Q&A session on 13 October with experts including Dr Amir Khan 

Which ingredients should you look out for when buying a fibre supplement?

Ultimately, many of these supplements include the same fibre types, which you can also buy as basic supplements without the marketing glow-up. Understanding the different types can also help you to make a more informed decision for your individual needs:

• Psyllium husk (soluble) Absorbs water to form a gel-like substance that softens stools and aids regularity. Must be taken with plenty of fluid to avoid constipation and digestive discomfort.
• Inulin (soluble) Highly fermentable prebiotic fibre that feeds beneficial gut bacteria in the colon. While great for microbial diversity, fast fermentation generates gas, which can cause severe bloating. Those with conditions such as IBS may wish to exercise caution as a result. A common source found in supplements is chicory root.
• Beta-glucan (soluble) Found naturally in oats and barley, this fibre slows down digestion and glucose absorption. It is best known for helping to regulate blood sugar spikes and naturally lowering LDL (‘bad’) cholesterol levels.
• Apple fibre (soluble and insoluble) Contains a natural balance of insoluble cellulose and soluble pectin - two types of plant fibre. It adds bulk and supports stool formation, making it a gentle option for general daily maintenance.
• Wheat bran fibre (insoluble) A dense, non-dissolving plant fibre that acts like a sweep through your digestive tract by adding bulk and speeding up bowel transit times.

Who should take care when adding fibre to their diet?

Although getting enough fibre is important, dramatically increasing your intake overnight is a recipe for digestive discomfort. 

Ramping up your fibre intake too quickly can trigger gas, bloating, abdominal cramps, and even temporary constipation if you aren’t drinking enough fluids alongside it. Slow and steady is key to minimise reactive symptoms.

If you have any pre-existing digestive health issues, it's important to talk to your GP or a health professional before upping your fibre intake, especially with supplements, as it can make some health issues worse. This especially applies if you have IBS, IBD, SIBO or take certain prescription medications.

Can eating more fibre make you look younger? We asked experts for the facts about fibre and your skin

What is fibre?

Dietary fibre is a non-digestible carbohydrate found in plant foods that our bodies can’t break down. Instead, it passes through the digestive tract. 

There are two distinct types: soluble fibre (eg inulin, pectin), which dissolves in water to form a gel-like substance, feeding beneficial gut bacteria in the colon, and insoluble fibre (eg cellulose). This doesn't dissolve but adds roughage/bulk to your stool and stimulates the gut lining to speed up the movement of waste.

How much fibre do you need per day?

The UK Scientific Advisory Committee on Nutrition (SACN) recommends we eat 30g of fibre every day. 

Consistently hitting this target is proven to lower your risk of heart disease, stroke, type 2 diabetes, and colorectal cancer.

Our expert's top tips for increasing fibre intake

For those looking to increase their fibre intake, I recommend the following:

• Food first, supplement second Focus on whole foods to reach your recommended daily intake - think about consuming a wide variety of wholegrains, legumes, fruits, vegetables, nuts and seeds rather than relying on pills or powders. Only use a supplement as a ‘top-up’ if absolutely necessary.
• Go slow If you are increasing your fibre intake or starting a supplement, introduce it gradually over a month or two. This gives your gut microbiome time to adapt without causing excess gas, bloating or digestive discomfort.
• Hydration is key Fibre needs water to do its job. If you increase your fibre intake without drinking extra fluids, it can cause constipation, the opposite of the intended effect.
• Take extra care if you have existing health issues Discuss with a health professional before starting a fibre supplement.
• Be consistent Reaching your daily 30g fibre can benefit your digestion and overall health over time, but it only works if you view it as a sustainable, long-term lifestyle change rather than a quick fix.

Feel fuller for longer with these 7 high-fibre snacks to keep you full all day