Exploring the Rise of Fibermaxxing
In a recent episode of The Daily podcast, food journalist Elizabeth Dunn examined a notable food trend: protein-maxxing. It seems that everyone was eager to boost their protein intake in 2025. Influencers prominently displayed their high-protein meals featuring eggs, cottage cheese, poultry, and red meat. There was also a big emphasis on protein snacks, ranging from deli slices to innovative homemade chicken chips.
This movement wasn’t lost on major food brands either. Classic buttermilk pancakes received a protein upgrade from IHOP, while popcorn got a protein touch via Khloud by Khloé Kardashian. Even beverages from popular chains, like Starbucks and Dunkin’, started incorporating protein.
As we move into the new year, the presence of protein remains significant, especially following new dietary guidelines that prioritize red meat. However, there’s a potential challenger on the horizon.
According to Oatly’s inaugural Future of Taste report, fiber is poised to take center stage in the coffee world. Following its emergence on TikTok in late 2024, the term “fibremaxxing” saw a dramatic increase in interest, with media coverage spiking by 9500% between June and July, as reported in the findings from over 200 interviews with experts and coffee professionals.
Fiber, it seems, is enjoying a renaissance. A piece in The New York Times last March highlighted prebiotic sodas like Olipop and Poppi, emphasizing the growing focus on gut health. Projections suggest that the prebiotics market could double, rising from $6.95 billion in 2023 to $13.26 billion by 2029.
Oatly’s report suggests that major dietary shifts often respond to previous trends. After protein’s dominance this decade—an apparent reaction to veganism in the 2010s—it seems that fiber might be the next big thing.
This new fiber trend naturally raises questions. What does “fibermaxxing” actually involve? How should we gauge our fiber intake? And what are the possible nutritional benefits, or drawbacks?
Understanding Fibermaxxing
Essentially, fibermaxxing is about increasing fiber consumption through foods rich in fiber, such as fruits, veggies, seeds, and whole grains, as well as supplements. “It’s a convergence of various health trends,” explains Cara Harbstreet, Oatly’s Director of Nutrition. “People are increasingly aware of their health and wellness, particularly how they feel day-to-day, and this has led to a heightened interest in gut health, probiotics, and prebiotics.”
Current guidelines recommend 14 grams of fiber per 1,000 calories consumed. For many adults, that’s about 25-34 grams daily, yet a significant number aren’t hitting those targets. Alarmingly, colorectal cancer diagnoses are rising among younger individuals, with reports indicating that one in five cases is now in those under 55.
This newfound emphasis on fiber reflects why fibermaxxing is taking off. Harbstreet sees it as an evolution from the protein-maxxing trend, though she points out potential misconceptions surrounding fiber intake. People might assume that if a little is beneficial, then more must be better, which can unintentionally disrupt a balanced diet.
Types of Fiber: Soluble vs. Insoluble
“Think of soluble fiber as a sponge,” Harbstreet suggests. It absorbs liquid, adding bulk as it moves through the digestive system. On the other hand, insoluble fiber operates more like a broom, clearing the way. Neither type is superior; they serve different functions. While soluble fiber can add a creamy texture—ideal for lattes—insoluble fiber might cause separation in beverages.
“Both types play vital roles in our diets,” Harbstreet continues, highlighting the importance of considering the source of fiber in our food and drinks.
Incorporating Fiber into Coffee
Brewed coffee already contains some soluble fiber—nearly 1.5 grams per 8-ounce cup. However, it doesn’t usually fulfill daily fiber requirements. To enhance your coffee’s fiber content, consider adding plant-based milks that naturally include fiber. Oat milk stands out for its neutral flavor and fiber content.
Chia seeds also make excellent additions. They can create a pleasing texture in drinks. For a unique breakfast treat, you could try a tiramisu chia seed pudding that combines espresso, chia seeds, and oat milk.
Seed and fruit pastes can add fiber too. Ingredients like dates provide sweetness and nutrition, while black sesame seeds—high in fiber and iron—are gaining popularity. A black sesame latte made with paste is a tasty option.
Creative Ways to Boost Fiber in Coffee
Many everyday ingredients can morph into syrups or purees for coffee, including corn tortillas blended with plant-based milk. This technique creates a deliciously sweet and slightly umami flavor. For those who prefer not to make their own blends, flavors from fiber-rich foods like miso or tahini can also add depth to lattes.
If sweet beverages are your style, consider Tepache, a traditional Mexican drink made from fermented pineapple. Mixing this with cold brew or coffee is gaining traction, creating a balanced and creamy beverage.
How Much Fiber Is Too Much?
While fiber is essential, moderation is key. The main issue is most people aren’t consuming enough. However, excessive fiber can lead to discomfort like bloating or flatulence. Harbstreet emphasizes an even spread of fiber intake throughout the day, rather than concentrating it in one meal.
Pairing fiber-rich coffee with meals—like a piece of fruit or whole grain—can enhance its benefits. Many enjoy coffee as a mindful break; incorporating fiber can help with satiety and improve that moment of relaxation.
