Data shows that that the issue is more pronounced among women, with over 73 per cent falling short of recommended levels, compared to over 63 per cent of men
Highlighting a widespread fibre intake gap driven by low awareness and lifestyle habits, data from Aashirvaad Happy Tummy revealed that that nearly seven in ten Indians are not even meeting their recommended daily fibre intake.
The data, based on insights from over 6.5 lakh participants, showed that the issue is more pronounced among women, with over 73 per cent falling short of recommended levels, compared to over 63 per cent of men.
Released on the occasion of World Digestive Health Day, the data pointed out that only one in four people consume multigrains daily, while nearly 40 per cemt rarely eat fruits. Although vegetable intake is relatively better, the overall pattern suggests that daily diets still lack the diversity needed to consistently meet fibre requirements.
The Indian Council of Medical Research- National Institute of Nutrition (ICMR-NIN) recommends a daily dietary fibre intake of atleast 25 gram a day for adult women and 30 gram a day for adult men, the company added.
“As digestive wellness and gut health become increasingly important in everyday nutrition, the findings highlight a significant need to build greater awareness around fibre consumption and its role in overall well-being. At Aashirvaad, supporting consumers make healthier everyday food choices has remained a key priority, and we believe meaningful change begins with simple, sustainable choices like upgrading your atta to Aashirvaad atta with Multigrains,” stated Anuj Rustagi, Business Unit Chief Executive, Staples, ITC.
The data highlighted that over 60 per cent of respondents are not physically active daily, only about 30 per cent meet recommended water intake levels and nearly half report inadequate sleep. Additionally, one out of five individuals report experiencing severe stress. As part of the initiatives to create wider awareness on digestive health, Aashirvaad Atta with Multigrains has also introduced ‘Happy Tummy, Happy You’. The campaign brings together health experts and creators through podcasts, educational content and interactive sessions to encourage informed conversations around digestive health.
