Lidl Northern Ireland has become the first supermarket on the island of Ireland to set out a dedicated fibre strategy, pledging to raise the tonnage of total fibre sold by 20% and to ensure wholegrains account for 20% of all grains sold by 2030.

The retailer also announced a new partnership with registered dietician Orla Walsh to further support customer health and wellbeing.

Over the past year, Lidl Northern Ireland worked with Orla Walsh to audit its full range and collaborate with long-standing local suppliers to find practical ways to increase fibre in selected own-brand everyday staples.

An initial tranche of 30 products has already been reformulated to boost fibre content. Further items will be updated in 2026, with eligible products clearly labelled as ‘High in Fibre’ or ‘Source of Fibre’ to help shoppers easily identify nutritious, great-value choices.

Government data shows 96% of people in the UK are not meeting recommended fibre intakes, consuming around 18g a day on average versus guidance of approximately 30g. Evidence indicates that adding just 8g of fibre per day can cut the incidence and mortality of conditions including coronary heart disease, type 2 diabetes and colorectal cancer by between 5% and 27%.

Consumer research commissioned by Lidl Northern Ireland with Customer Perceptions found that 74% of adults in Northern Ireland either did not know or could not correctly state the recommended daily fibre intake. Despite this, 56% believe they are getting enough fibre. A separate Ipsos study for Lidl Northern Ireland's charity partner Age NI showed 85% of over-55s feel confident their diet contains sufficient fibre.

When asked where they get most of their fibre, respondents cited oats and porridge (18%) and fruit (15%), with bananas the most popular. One in ten named bran (9%) and bread (9%), while 6% pointed to vegetables.

On barriers to eating more fibre, 37% said nothing prevents them from consuming fibre-rich foods daily, although 17% cited personal preference and 12% admitted laziness. Among older people, perceived higher cost was the most common barrier, affecting one in ten.

Regarding nutritional labelling, the public ranked 'Reduced Sugar' (32%), 'Reduced Salt' (31%) and 'Reduced Fat' (31%) as the most important health claims, followed by 'High in Vitamins' (30%) and 'High Protein' (28%). Only a fifth (20%) rated 'High in Fibre' as their top label, with more men than women doing so (57% vs 43%). Nonetheless, 80% said they would be more likely to buy a product clearly marked 'High in Fibre'.

Commenting on the research and partnership with Lidl, registered dietician for Lidl Ireland & Northern Ireland Orla Walsh said: "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 & Northern Ireland said: "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 & Northern Ireland said: "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."