Porridge is having a moment in Britain as social media’s "fibremaxxing" push meets cold-weather comfort food, the Guardian reported. Cafes from 26 Grains in central London to Oatis in west London load bowls with fig jam, whipped cream, caramelized banana, tahini, or even mushrooms and pesto.

Alex Hely-Hutchinson of 26 Grains calls porridge "comfort in a bowl" and a pause in a busy day. Ocado searches for organic jumbo oats are up 98 percent year on year, and White’s jumbo oat sales are up 56 percent, the Guardian said. Husk & Honey sells cinnamon-cranberry and spiced-apple porridge blends. The NHS advises 30 grams of fibre a day; the British Dietetic Association says average intake is about 18 grams, the Guardian reported. Oats supply soluble fibre that can help gut health and cholesterol.

The Grocer, citing Worldpanel by Numerator, said fibre volumes in take-home food and drink fell 0.5 percent to 433.1 million kilos in the year to August 9, 2026, and are down 1.9 percent since 2022. Mintel found 60 percent of adults are more aware of fibre’s benefits, and Google searches for "fibremaxxing" jumped 170 percent year on year in the week to May 10, 2026. Gut-health doctor Megan Rossi said to The Grocer that awareness is rising but behavior lags, with intake still stuck below 20 grams for many adults.

Clare Coghill, a porridge championship judge on Skye, prefers pinhead oats and steady stirring with a spurtle for a silky bowl. Some shops now keep porridge on menus past lunch as busy diners want a simple dish all day.

What we know: Oat sales and fancy porridge menus are up. Measured fibre volumes still slipped slightly.
What we don't: Whether the trend will lift national fibre intake this year.