Recommendations for dietary fiber intake for adults fall within the range of 20-35 g/day, or 10-13 g/1,000 kcal. However, popular U.S. foods are not high in dietary fiber, and common serving sizes of grains, fruits, and vegetables contain only 1-3 g of dietary fiber. In spite of the widespread dissemination of the recommendations for fiber consumption, however, the usual intake of dietary fiber in the United States remains lower than these recommended levels, averaging only 14-15 g/day. It is generally recommended that constipation be treated with a concentrated source of insoluble fiber, and cholesterol can be lowered with soluble fiber, as suggested by claims made for oat bran and psyllium. Scientific evidence supports the role of wheat bran fiber in reducing the risk of colorectal cancer, yet this message needs to be delivered to the average consumer. Most surveys suggest that coarse, brown fiber is not well accepted, as consumers say such foods "taste bad." Implementation of guidelines for increased intake of wheat bran fiber will require public education on the importance of this recommendation. Further, consumers need to be convinced that wheat bran fiber can taste good by the development of a wide range of products high in wheat bran fiber that can be consumed throughout the day.