- 1 in 4 Brits (25%) experience a daily energy slump between 3-4pm observing losing an average of 29 minutes of productivity every working afternoon
- 50% reach for a biscuit, cake or pastry to power through mid-afternoon fatigue, despite 57% perceiving their go-to afternoon treat to be an Ultra-Processed Food (UPF)
- 71% would gladly replace their packaged afternoon snack with a high-fibre, naturally sweet whole food that genuinely satisfies sweet cravings
LONDON, Sept. 24, 2026 /PRNewswire/ — New nationwide research commissioned by Driscoll’s, the UK’s leading berry company, reveals that Brits are experiencing a daily ‘3pm energy slump’ cycle.
Driven by mid-afternoon energy dips, 39% of adults instinctively reach for a snack or sweet treat to get through the afternoon, with 41% indulging three or more times every week. However, this quick fix comes at a clear productivity cost: workers report losing an average of 29 minutes every working afternoon due to post-sugar sluggishness. Based on a standard 5 day work week, this afternoon slump adds up to over 10 hours a month or 125 hours per year in perceived lost productivity – equating to 15.7 working days lost annually per person.
In response to Britain’s reliance on packaged snacks and a national fibre gap where most adults falling significantly short of the SACN recommended 30g daily fibre target, dieticians are highlighting fresh raspberries as an excellent healthy sweet treat. Delivering 6.5g of dietary fibre per 100g (qualifying as high in fibre) alongside being naturally low in sugars, raspberries offer a nutrient-dense whole-food solution to satisfy sweet cravings while helping close the nation’s fibre gap.
“When the 3pm slump hits, people naturally reach for biscuits because they want something sweet and easy. However, processed sweet snacks flood the system with refined sugar, causing rapid blood glucose spikes followed by steep crashes. Real raspberries behave completely differently in the body. Because their natural sweetness is packaged within a whole-food matrix of dietary fibre and bioactive polyphenols, carbohydrate absorption is slowed, preventing sharp glucose spikes and promoting steady, lasting satiety. Swapping a processed snack for Driscoll’s raspberries is an effortless, delicious way to close the UK fibre gap without compromising on sweet satisfaction.” Sophie Medlin, Consultant Dietitian at CityDietitians.
Aligning with School Food Standards: Parents Demand High-Fibre Family Snacks
The consumer desire for nutrient-dense choices aligns closely with newly updated School Food Standards for England, which mandate an increase in fresh fruit, vegetables, and high-fibre foods across schools.
The survey reveals that this push for better nutrition is strongly reflected in the home. 71% of adults state they want to replace traditional packaged afternoon snacks with a healthier, nutrient-dense, and naturally sweet alternative like fresh fruit. 58% are likely to add fresh raspberries to their regular weekly grocery shop specifically as a direct, high-fibre replacement for afternoon sweet cravings.
The commissioned Driscoll’s research highlights a clear conflict between awareness and convenience in modern UK snacking habits:
- Sugary Treats: When 3pm cravings hit, 50% of snackers reach for biscuits, cakes, or pastries, 39% choose chocolate bars or packaged confectionery, 29% select crisps, and 21% turn to fizzy or sweetened energy drinks.
- Awareness vs. Habit: Over half (57%) of snackers are aware their afternoon go-to is an Ultra-Processed Food (UPF)
- Cost: Within 30 to 60 minutes of eating a sugary or processed snack, 27% experience a noticeable sugar crash, 13% feel guilty, and 10% feel more sluggish, bloated, or tired than before
The Proof Behind A Smarter Choice: Overcoming the Fibre Gap and Fruit Sugar Myths
While UK consumers actively strive to cut ultra-processed foods, a misunderstanding of natural fruit sugar continues to hinder healthier choices. Nearly 1 in 3 Brits (29%) admit they actively avoid or limit fruit intake due to concerns about sugar content, while nearly a quarter (23%) wrongly believe the natural sugar in whole fruit is just as bad for them as refined sugar in sweets or chocolate.
This misguided sugar worry steers Brits away from the exact whole foods needed to help the nation’s ‘fibre gap’. Currently, 66% of UK adults either have no idea how much fibre they consume daily or fall short of the NHS target.
Raspberries: Nature’s 3pm Upgrade
Driscoll’s raspberries, who have spent over 100 years naturally breeding berries for peak flavour, provide a naturally satisfying alternative that directly satisfies a sweet tooth while fueling the body with good nutrients.
A single serving of raspberries (CityDietitians):
- Fibre Gap Solution: Raspberries are one of the most unusually dense fibre rich fruits with 6.5g per 100 grams
- Optimal Sugar-to-Fibre Ratio: One of nature’s most balanced ratios with 2.7g of sugar per 100g.
- Reduced Post-Meal Spikes: Human clinical trials show that consuming whole berries reduces post-meal blood glucose ‘spikes’ and lowers overall insulin demand.
- The Physical Fibre Barrier: High dietary fibre creates a physical barrier in the gut that slows carbohydrate digestion and glucose absorption into the bloodstream.
- Gut Microbiome & Prebiotic Benefits: Gut bacteria ferment the ellagitannins in raspberries into urolithins – bioactive compounds linked to improved metabolic function and cellular health.
By redefining Britain’s afternoon sweet treat, Driscoll’s is encouraging consumers to enjoy sweetness differently – proving that naturally sweet and high in fibre products can satisfy your 3pm cravings without compromise.
NOTES TO EDITORS
About the Data
Survey findings derived from consumer research conducted via OnePoll examining 2,000 UK adults’ observational afternoon energy levels, afternoon snacking habits, UPF awareness, and fresh produce preferences in September 2026
Productivity Lost
- Exact figure 28.75 minutes of productivity lost per weekday afternoon – rounded up to 29 minutes
- Per Month: 21.67 working days x 29 minutes = 10 hours and 28 minutes
- Per Year: 260 working days x 29 minutes = 125 hours and 40 minutes
- Working Days Lost (8 hour day): 125.7 annual hours / 8 hours per shift = 15.7 working days
Fibre and sugar data for raspberries are based on USDA Data – Please note that nutritional data sources vary
About Driscoll’s
Driscoll’s is the global market leader in fresh strawberries, blueberries, raspberries, and blackberries.
With over 100 years of farming heritage, Driscoll’s is a pioneer in berry flavour innovation and is committed to providing “Only the Finest Berries” to consumers year-round across the globe. Through its exclusive berry varieties, Driscoll’s continues to set the standard for quality and taste in the berry industry.
Driscoll’s raspberries (RRP: £3.00) are sweet, juicy and perfect for snacking. They are naturally sweet and high in fibre. Cultivated for taste without compromise.
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