Fiber’s Cultural Moment Exposes America’s Whole Grain Problem 

New IFIC Research Finds Most Americans Still Fall Short On Fiber And Remain Confused About Sources 

(Washington, D.C.) — Fiber may be having a cultural moment, but most Americans still aren’t getting enough of it—or fully understanding where it comes from. A new IFIC Spotlight Survey: Americans’ Perceptions of Fiber & Whole Grains finds that two-thirds of Americans say they either fall short on fiber or don’t know how much they consume, even as “fibermaxxing” trends across TikTok and Instagram, and experts forecast fiber as the “new protein.” 

The findings come just weeks after the release of the Dietary Guidelines for Americans, 2025-2030 (DGA) which notably feature fruits, vegetables, and whole grains in a different position in the New Food Pyramid, yet stop short of offering explicit daily fiber targets for consumers. 

“Fiber is suddenly everywhere in the wellness conversation—yet our data show most Americans still don’t know how much they need or where to get it,” said IFIC President & CEO Wendy Reinhardt Kapsak, MS, RDN. “There’s a real disconnect between cultural hype and everyday understanding and action.” 

The Fiber Gap Is Not New, But Remains Wide 

According to the survey, nearly three in ten Americans (29%) report consuming less than 20 grams of fiber per day—well below recommended levels—while 37% don’t know their intake at all. In reality, fewer than 10% of women and just 3% of men meet fiber recommendations, and more than 95% of U.S. adults fall short on whole grains. 

Yet interest is not the problem. Zero percent of respondents said they don’t want or need more fiber, signaling broad motivation—but limited clarity. 

“As someone who regularly analyzes consumer data, that zero percent really stands out,” said Kris Sollid, RD, IFIC Senior Director of Research & Consumer Insights. “It suggests that Americans realize the importance of fiber in the diet and believe they would likely benefit from consuming more, which is encouraging.” 

What Americans Think Fiber Is—and Where Confusion Sets In 

While many Americans correctly associate fiber with fruits, vegetables, and grains, however there are signals that Americans could use a refresher on fiber—nearly one in four (24%) selected meat/seafood as a best source of fiber and 19% say the same about dairy. Neither source inherently contains dietary fiber.  

Knowledge of fiber sources is just one hurdle to increase intake. The survey illuminates other barriers, including: 

“It’s clear people want to eat healthier, but we’re in a moment where the rhetoric can be confusing. Fiber is praised while carbohydrates are often demonized, but people don’t realize that many carbohydrate-rich foods are good sources of fiber. Oats/oatmeal, bran cereal, whole wheat pasta, and whole grain breads are good sources of dietary fiber, and legumes such as lentils and black beans are also excellent sources. Ultimately, eating a varied diet that includes fruits, vegetables, legumes, and whole-grain based cereals and breads is a satisfying and nutrient-dense way to achieve your daily fiber goals,” Amburn said. 

“This is where healthcare professionals, including registered dietitians, play a critical role in helping connect those dots and translating muddled guidance into practical, realistic choices,” Amburn added. 

Carbs, Whole Grains & Mixed Messages 

Despite years of low-carb narratives, Americans are twice as likely to say carbohydrate-rich foods can be part of a healthy diet than to say they cannot. Still, confusion remains: one in three are unsure which foods even count as carbohydrate-rich. 

While 70% view whole grains as healthy, fewer than half feel the same about refined carbohydrates. 

“The conversation around carbs, fiber, and whole grains has become overly polarized,” said Amburn. “What’s missing is nuance—and trusted voices to help people make sense of it.” 

A Call For Clearer Communication 

The survey also shows Americans rely more on front-of-package claims like “100% Whole Grain” or “Good Source of Fiber” than on the Nutrition Facts label itself—suggesting that messages with meaning, not just metrics, shape behavior. 

As fiber takes center stage in wellness culture and as dietary guidance evolves, IFIC’s findings point to a growing need for healthcare professionals, registered dietitians, and science communicators to step in. 

“Fiber doesn’t need to be a trend—it can become a habit,” said Reinhardt Kapsak. “The communications landscape is ripe for clear, consistent, and actionable guidance Americans can use to improve their health and wellbeing every day.” 

View the full survey here. 

Interested in learning more about incorporating carbohydrates into a healthy diet? Catch the conversation during the IFIC Expert Webinar: Navigating The Carb Cautious Era: Insights, Evidence & Practical Guidance, on February 26 at 2pm ET, featuring insights from IFIC Vice President, Food Safety & Nutrition, Monica Amburn, MS, RDN, and Maya Feller, MS, RD, CDN. Each IFIC Expert Webinar is free and provides opportunities for audience questions.  

Register for the IFIC Expert Webinar here.  

Research Methodology 

The International Food Information Council (IFIC) commissioned an online survey among U.S. consumers to measure knowledge, attitudes, and beliefs about carbohydrates, including dietary fiber and whole grains. One thousand and six adults ages 18 years and older complete the online survey from October 22-30, 2025, and were weighted to ensure proportional results. Totals may not equal 100% due to rounding. The Bayesian confidence level for the survey sample (n=1000) is 3.5, which is roughly equivalent to a margin of error of ±3.1 at the 95% confidence level.