Fibre Is the New Protein

●      The World Avocado Organisation reveals why fibre is moving beyond digestive health and into the nutrition spotlight, and why the answer to getting more could be as simple as adding avocados to our plates

Protein has become a major focus in nutritional advice and everyday food choices, with growing awareness of how important it is across different stages of your day and moments of life, from supporting muscle health to recovery and helping with fullness to so many other aspects. Whether it’s for breakfast, lunch, dinner, pre or post-workout meals,  protein has become a nutrient many of us make sure we are actively thinking about it, and we don’t dispute its importance.

Now, another nutrient is stepping into the spotlight: fibre.

Once associated primarily with digestive health, fibre has become one of 2026’s biggest nutrition conversations. The rise of “fibremaxxing” has even led to fibre being dubbed “the new protein”, as consumers turn their attention to a nutrient that has traditionally received far less attention.

But behind the trend lies a much bigger story. Research continues to explore fibre in areas spanning the gut microbiome, appetite and satiety, weight management and cardiometabolic health. At the same time, evidence suggests that many people across Europe are still consuming less fibre than recommended.

For the World Avocado Organisation (WAO), this renewed attention presents an opportunity to rediscover something that has been hiding in plain sight. Avocados may be best known nutritionally for their unsaturated fats, but they are also a natural source of fibre: only half a Hass avocado (68g) provides 4.6g of dietary fibre, around 15% of the UK’s daily intake of 30g.

Do we really get as much as we think?

Despite its newfound popularity, fibre intake across Europe remains below recommended levels. And there appears to be a disconnect between how much fibre people think they are getting and how much they may actually consume.

A 2026 pan-European survey of more than 7,000 consumers found that half believed they consumed enough fibre. However, while European adults are recommended to consume at least 25g of fibre a day, average intake typically ranges between just 16g and 24g per day. The study also found that while adults had a relatively good general understanding of fibre, more detailed questions revealed significant gaps in knowledge.

How much should we be aiming for? In the UK, government guidelines recommend that adults consume 30g of fibre a day, from a variety of plant foods.

That nutritional gap matters because fibre’s role in our diet goes far beyond the digestive health benefits it is traditionally known for.

Why fibre is having its protein moment

While proteins are associated with muscle health and satiety, fibre plays a different but equally important role in everyday nutrition. For children, getting enough fibre can support a healthy digestive system, while fibre-rich foods can also contribute to more sustained energy throughout the day. These benefits make fibre an important part of a balanced diet, from breakfast and lunch to snacks and after-school bites.

Scientific evidence has linked adequate fibre intake with increased feelings of satiety, while research has also examined its role in weight management and cardiometabolic health. Different types of fibre can contribute to fullness through mechanisms including slowing gastric emptying and influencing appetite regulation.

And then there is the gut. Certain dietary fibres are fermented by the gut microbiota, producing short-chain fatty acids (SCFAs) – compounds now being studied for their roles in a range of physiological processes, including interactions within the gut and with the immune system.

None of this means fibre is replacing protein: the two nutrients perform very different functions. But it does help explain why fibre is moving beyond its traditional digestive-health territory and attracting a much broader nutrition conversation.

Avocado’s overlooked nutrient steps into the spotlight

As fibre takes centre stage, one part of avocado’s nutritional profile deserves a closer look. Half an avocado (68g) provides 4.6g of dietary fibre, including both soluble and insoluble fibre. That makes avocado a naturally fibre-containing whole food that can contribute to daily intake without requiring people to completely rethink the way they eat.

Nutrition experts also point to the particular combination of nutrients found in avocado. As Jasmine Bliss, dietitian-nutritionist and collaborator with the World Avocado Organisation, explains: “Avocado is a particularly interesting food from a gut health perspective because it combines several nutrients that work together.”

“Firstly, it provides a meaningful amount of fibre, both soluble and insoluble, which supports digestion, regular bowel movements and feeds beneficial gut bacteria. When this fibre ferments in the gut, it contributes to the production of short-chain fatty acids, which help support the gut lining and overall digestive function. Avocado is also rich in monounsaturated fats, particularly oleic acid, which are associated with heart health and may also support a favourable inflammatory environment in the body. This combination of fibre and fats also slows digestion slightly, which can support satiety, more stable blood sugar responses and overall metabolic health – all relevant for both gut health and energy levels,” states nutritionist Jasmine.

A major long-term study published in the Journal of the American Heart Association followed more than 110,000 adults for up to 30 years and found that eating two or more servings of avocado a week was associated with a 16% lower risk of cardiovascular disease and a 21% lower risk of coronary heart disease, compared with not eating avocado.⁵

More recent research is beginning to provide further insight into avocado’s nutritional profile. A 2026 study found that people who incorporated one avocado a day into their habitual diet for 26 weeks had a reduction in total LDL particle concentration. A single avocado provides approximately 9.2g of fibre, including around 3.3g of soluble fibre, and the researchers suggested that the increase in fibre and phytosterol intake associated with avocado consumption may help explain the observed result.⁶[6]

Together, these findings add another dimension to avocado’s fibre story, highlighting a part of its nutritional profile that is becoming increasingly relevant as scientific and consumer interest in fibre continues to grow.

Rather than turning another nutrient into something to count, maximise or supplement, fibre’s moment is a chance to rediscover the nutritional value already present in familiar whole foods.

Avocado fits naturally into that shift. Its versatility means it can bring fibre into meals throughout the day, whether added to breakfast, blended into a smoothie, served in a salad or bowl, or simply eaten as an after-school snack or a pre and post-workout snack, while offering the taste, texture and versatility that have already made it a staple in kitchens around the world.

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