Fiber Becomes the New Nutritional Trend
NEW YORK CITY — Forget about protein for a moment. It looks like fiber is set to be the next big nutritional star this year.
Consumers, especially those from Gen Z, are becoming increasingly focused on gut health. This has sparked the “fibermaxxing” trend, which is gaining traction on TikTok. As people look to up the fiber content in their meals, major food brands are responding by launching new products that emphasize fiber.
“There’s definitely a growing consumer demand for improved digestion and gut health, which has been evident over the past few years,” said Sherry Frey, a health and wellness expert at NIQ. She noted that younger individuals recognize the connection between digestive health and benefits like clearer skin and enhanced mental function.
A recent survey by Dataessential, a food and beverage research firm, found that about 52% of consumers are interested in trying “fibermaxxing.” Moreover, 42% of shoppers believe that foods labeled as “high fiber” are healthier options.
Frey explained that the growing interest in fiber is a natural progression from earlier wellness trends. First came the focus on hydration, with products such as Liquid I.V. and Electrolit becoming popular. Then protein took the spotlight, and it doesn’t seem to be fading away anytime soon.
“Fiber is the logical next step,” she said, calling the overlap of these trends a “perfect storm.”
She also pointed out that fiber can stimulate the release of GLP-1, a hormone involved in appetite regulation, similar to the effects seen with certain weight-loss drugs like Wegovy that have recently become widely available.
Food Industry Takes Note
The rising consumer interest in fiber is already apparent in grocery stores. A forecast from Whole Foods for 2026 indicated an increase in fiber-focused labeling on products, as well as more items specifically designed to be high in fiber.
Thrive Market, an online grocery platform, reported a 30% increase in fiber-related searches over the past year, with more shoppers leaning toward snacks, bars, and supplements, according to a spokesperson.
Major food corporations are paying attention. PepsiCo’s CEO Ramon Laguarta mentioned during a recent earnings call that “fiber will be the next protein.” He remarked that consumers are beginning to realize that fiber is an essential nutrient that many in the U.S. are lacking in their diets. Interestingly, over 90% of women and nearly 97% of men do not meet recommended daily fiber intake guidelines, as reported by the U.S. government.
PepsiCo is already enhancing its beverage offerings with a focus on fiber. Last summer, the company launched a prebiotic soda after acquiring Poppi, called “Pepsi Prebiotic Cola,” which includes added fiber. There are more fiber-enriched products on the horizon, such as variations of SunChips, Smartfood popcorn, and Propel hydration packets.
Similarly, McDonald’s CEO Chris Kempczinski hinted on his Instagram that fiber could be “big” by 2026, possibly indicating that the fast-food giant might explore this trend.
Frey believes that the snack aisle, particularly with chips and puffed crackers made from legumes and beans, will be a focal point for fiber innovation. However, she notes that taste is crucial—especially if the products are plant-based.
“Consumers might compromise on certain factors, but if something doesn’t taste good, they won’t buy it,” Frey explained. “Even with economic challenges, people are often ready to spend slightly more for quality products.”
Private label products from major grocery chains are entering the wellness space as well, offering fiber-enhanced options without the premium price tag.
Aldi has recently revamped its house brand to include healthier soda alternatives and meal bars, while Walmart is expanding its Bettergoods collection, featuring foods with plant-based ingredients.
Is This Trend Healthy?
Experts generally recommend a daily fiber intake of 25 grams for adult women and 35 for men, indicating that this trend is, overall, a positive development according to Paul Kriegler, a registered dietitian and senior director of nutritional products at Life Time Fitness.
However, he cautions that simply buying prepackaged fiber products isn’t a comprehensive solution. He encourages consumers to get their fiber through fresh produce and vegetables instead.
The newest dietary guidelines from the U.S. government also emphasize the importance of “real food,” such as fiber-rich whole grains, while advising the reduction of highly processed foods.
“What I tell my clients is to consume a pile of vegetables the size of their head every day,” Kriegler shared. “Ironically, many of the foods that would help with ‘fibermaxxing’ don’t even have labels—you need to seek them out fresh.”
