New research from Mars reveals the hidden fiber gap in America’s solo meals
- 48% of U.S. Gen Z and Millennials who eat alone say they are doing so more than they did three years ago
- 56% describe eating meals alone as relaxing, 42% as comforting and 30% as self-care
- 66% say fiber is important to their health, yet just 23% prioritize it when eating meals alone and 52% believe they probably do not get enough fiber
September 29, 2026 — Eating meals alone is a growing part of modern mealtimes for younger generations in the U.S. Almost half (48%) of U.S. Gen Z and Millennials who eat meals alone say they are doing so more than they did three years ago, and for many, the occasion is increasingly associated with relaxation, comfort and time for themselves.
The new research, commissioned by Mars among Gen Z and Millennials in the U.S. and U.K., found that far from being viewed as lonely, solo meals are seen to be a positive part of everyday life. More than half of U.S. respondents (56%) describe eating meals alone as relaxing, 42% as comforting and 30% as an act of self-care – with just 16% describing it as lonely. In fact, among U.S. Gen Z respondents, 45% say one reason they eat meals alone is because they enjoy having time to themselves.
However, this new research also shows that what people put on the plate does not always reflect that self-care mindset. While 66% of U.S. respondents say they know fiber is important to their health, just 23% prioritize fiber when eating meals alone, and 52% believe they probably do not get enough fiber.
Commenting on the findings, Karina Zimerfeld, Global VP R&D at Mars Food & Nutrition, said: “We see that solo meals are becoming increasingly important to people as they see it as a chance to relax and unwind. But the food itself doesn’t always live up to this idea of self-care. Fiber is a great example: it plays an important role in health, and people recognize that it matters, but when preparing and eating a quick meal, it can feel hard to include the right amount and variety of fiber.
As an industry, we need to ensure we are developing food products that bring together great taste and convenience, while delivering key nutrients like fiber through the inclusion of more whole grains, legumes and vegetables. If we can get that balance of taste, health and convenience right, no one should have to make a trade-off when it comes to eating better meals.”
Lack of time and the pressures of modern life can be barriers to healthier eating, with 23% of U.S. respondents saying they are too tired or overwhelmed to prepare healthy meals when eating alone, rising to 27% amongst women. 19% say cooking for one person feels like too much effort.
Despite this, many people in the U.S. say that they want healthier choices: 68% say they would be more likely to choose healthier solo meals if they were quick and low effort, while 64% wish healthy solo meals were easier and more convenient.
The research released today builds upon Mars Food & Nutrition’s Making Meals Matter platform and reflects its commitment to helping more people enjoy fulfilling, nutritious and delicious meals, whether people are eating with family, friends or on their own.
These findings come as fiber is increasingly in the spotlight, from conversations around gut health to the rise of "fibermaxxing" on social media. Almost half (49%) of U.S. Gen Zs surveyed say they trust social media for solo-meal inspiration.
FDA guidance sets the recommended daily intake for dietary fiber at 28g per day.1 Yet many people still struggle to consume enough, highlighting a need to make fiber easier to enjoy as part of everyday meals.
Commenting on the implications of the research for the food industry, Shaid Shah, Global President at Mars Food & Nutrition, said: “The way people eat is changing – while shared mealtimes are still important, solo meals are now an established and growing part of everyday life. That creates both a responsibility and an opportunity for our industry.
It’s clear that consumers want convenience, delicious taste, and nutrition to work together. For food businesses and retailers, the opportunity is to make these needs easier to navigate through innovations designed around how people actually eat meals today.”
Mars Food & Nutrition is shaping its product innovations to cater to these evolving needs and growing demand for meal options that are convenient, perfect for solo meal occasions and also healthy. This includes innovations that are a source of fiber like the Seeds of Change Protein Bowls, Tasty Bite Organic Madras Lentils, and Ben’s Original Street Food Teriyaki Rice Bowl with Chicken.
These products are underpinned by the Mars Food & Nutrition Criteria which were first introduced in 2015 and are grounded in globally recognized dietary recommendations. They guide how Mars Food & Nutrition innovate and improve products, including adding more whole foods like vegetables, fruits, legumes and whole grains, while limiting added sugars, sodium and saturated fats. Since 2021, Mars Food & Nutrition has delivered a 73% increase of fiber across its global portfolio.2
