EUFIC urges manufacturers to help close Europe’s fibre gap

The European Food Information Council (EUFIC) has issued a definitive call to action for food and drink manufacturers across the continent, highlighting the urgent need to address Europe’s significant whole-grain and fibre deficiency.

Relaunching its expanded #SwitchToWholeGrains campaign ahead of International Whole Grain Day (November 19th), EUFIC underscores the critical market demand driven by health imperatives. According to the Global Burden of Disease (2021), diets low in whole grains are linked to over 145,000 preventable deaths and 2.9 million years of healthy life lost across the European Union.

The data reveals a consumption gap that presents a substantial opportunity for product innovation. While whole grains deliver up to 75% more nutrients and significantly more fibre than refined grains, most Europeans fall drastically short of daily recommendations (75–90 grams). Consumption in 16 out of 27 EU countries doesn’t even reach 50 grams per day.

“We’ve long known that whole grains contribute to better health… The next step is supporting people to turn that knowledge into everyday action,” said Dr Jan De Vries, vice-president of the Whole Grain Initiative.

To facilitate this switch and support manufacturers in gaining consumer trust, the EUFIC campaign provides direct resources for the industry:

• Hospitality toolkit: a dedicated page and toolkit are available to highlight food businesses and catering services serving whole grains, offering display stickers and ready-made visuals to showcase commitment.
• Myth-busting: the campaign directly addresses consumer barriers, such as the misconception that “All brown bread, cereals or crackers are whole grain,” signalling a clear need for manufacturers to adopt transparent labelling and clear messaging on whole-grain content.
• Family focus: new practical tips focus on helping families and children embrace whole grains, pushing manufacturers towards developing more palatable, family-friendly products across breakfast, lunch, and snack categories.

Manufacturers should note the campaign’s immediate expansion to Spain, one of the lowest consumers of whole grains in Europe. With average daily intake for adults hovering around 12–12.6 grams (compared to a recommended fibre intake of 25g), Spanish national dietary guidelines already recommend that three to six portions of daily cereals should preferably be whole grain.

This targeted focus indicates a high-growth market for products like whole-grain bread, pasta, and rice that seamlessly fit into traditional Mediterranean eating habits.

By collaborating with the #SwitchToWholeGrains movement, manufacturers can capitalise on this consumer health trend and position their brands as integral partners in helping Europe achieve its fibre and health targets.

Manufacturers can access further resources and tools via the campaign website: https://switchtowholegrains.com/