Fiber is the Next Big Thing in Nutrition, Following Protein’s Rise
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The “fibermaxxing” trend, fueled by Gen Z’s focus on gut health, is driving a surge in demand for fiber-rich foods and prompting major food companies to innovate.
Move over,protein. Fiber is rapidly becoming the nutrient of the moment,as consumers increasingly prioritize digestive wellness. A new trend dubbed “fibermaxxing” is gaining traction on TikTok, wiht individuals seeking to maximize their fiber intake.This shift in consumer behavior is not going unnoticed by the food industry, which is responding with a wave of new products designed to capitalize on the demand.
The Rise of Gut Health and “Fibermaxxing”
“There is a consumer need in terms of digestion and gut health,and that’s something we’ve seen the last few years,” noted a health and wellness thought leader at NIQ. The younger generation, in particular, recognizes the connection between digestive health and overall well-being, including improvements in skin health and cognitive function.
Data from a food and beverage research firm, Dataessential, reveals that 52% of consumers are interested in trying “fibermaxxing” after learning about the trend. Furthermore, 42% of shoppers believe that foods labeled “high fiber” are inherently better for them.
New Products Enter the Market
The market is seeing a proliferation of fiber-enriched products, including cereals, bars, and supplements.
Industry Giants Take Notice
Major food companies are responding to this shift. PepsiCo CEO Ramon Laguarta announced in October that “fiber will be the next protein,” emphasizing that a meaningful portion of the US population is deficient in fiber – with over 90% of women and 97% of men not meeting the recommended daily intake, according to 2020 government data.
PepsiCo is already integrating fiber into its product line, launching a gut-pleasant soda, “Pepsi Prebiotic Cola,” after acquiring Poppi. Further innovations are planned, including fiber-enhanced versions of SunChips, Smartfood popcorn, and Propel hydration packets.
McDonald’s CEO Chris Kempczinski recently signaled a potential foray into the fiber trend, predicting on Instagram that fiber “is going to be big” in 2026.
The Battleground for Fiber: Snacks and Taste
According to one expert, snacks – especially chips and puffed crackers made from legumes and beans – will be a key area of competition for fiber-enriched products. However, taste remains a critical factor. “Consumers are willing to make a trade, but they’re not always willing to make the trade if the taste isn’t there,” a source explained.”Despite the economy, they’re willing to pay a little more for these kinds of products.”
Private label brands from major grocery stores are also entering the market, offering fiber-enhanced products at more accessible price points. Aldi’s recently relaunched in-house line features alternatives to popular “better for you” sodas and meal bars, while Walmart is expanding its Bettergoods lineup with plant-based options.
Experts Weigh In: Prioritizing Whole Foods
Medical experts recommend a daily fiber intake of 25 grams for women and 35 grams for men. While the influx of prepackaged fiber-enhanced products is a positive step, a registered dietician and senior director of nutritional products for Life Time Fitness cautioned that they are not a complete solution. He advocates for prioritizing whole, unprocessed foods, particularly fruits and vegetables.
The US government’s recently released dietary guidelines also emphasize the importance of “real food,” including “fiber-rich whole grains,” and reducing the consumption of highly processed foods.
“What I’ve taught clients for a long time is to eat a pile of vegetables the size of your head every day,” the dietician stated. “The irony is most of the foods that will help ‘fibermaxxing’ don’t even have labels and you have to go get them fresh.”
