Meals manufacturers chase fibermaxxing development with new high-fiber merchandise

Certainly one of this yr’s high meals tendencies is going through some robust competitors.

Protein captivated customers and meals corporations in 2025, however fiber is more and more stealing the scene as folks place an rising emphasis on selling intestine well being.

It is taken maintain on social media, the place “fibermaxxing” — or the idea of accelerating fiber consumption by entire meals like fruits and legumes — has seen hundreds of posts.

“Fiber is lastly getting a highlight, which is a superb factor as a result of it is a nutrient that folks want,” stated Stephanie Mattucci, principal strategist at meals analysis firm Mintel.

At the moment, 90% of ladies and 97% of males within the U.S. should not assembly their day by day fiber necessities, Mattucci stated. For many Individuals, that beneficial vary normally falls someplace between 25 grams and 38 grams of fiber per day, she added.

However extra individuals are starting to take discover of these gaps.

In response to Mattucci, 22% of customers within the U.S. stated excessive fiber content material was one in every of their high three vital elements when looking for meals — up from simply 17% in 2021.

Wall Avenue’s corporations are taking be aware, too. On an earnings name with analysts in October, PepsiCo CEO Ramon Laguarta stated fiber was rising on the forefront of the corporate’s product targets because it seemed forward to 2026.

“I believe fiber would be the subsequent protein,” Laguarta stated. “Shoppers are beginning to perceive that fiber is the profit that they want. It is truly an effectivity in U.S. customers’ diets, and that will likely be elevated.”

In February, the corporate goes a step farther and plans to launch Smartfood Fiber Pop, that includes six grams of protein per serving, and SunChips Fiber, incorporating fiber variants like entire grains and black beans, Pepsi’s chief science officer, Tara Glasgow, advised CNBC solely.

And there is a purpose corporations are broadening their choices. Analysis agency Datassential discovered that fiber is on observe to be the “subsequent massive well being development following on the heels of protein” in its 2026 tendencies report.

Of the customers the agency surveyed, 54% stated they’re fascinated by meals and drinks which might be excessive in fiber. That quantity is even increased — reaching 60% — amongst members of Technology Z, who’re pioneering the “fibermaxxing” development on social media.

And 42% of customers stated they consider the attribute of “excessive fiber” on a vitamin label of any meals or beverage product is vital to defining that product as “wholesome,” in line with Datassential.

It is that momentum that landed fiber as one in every of Complete Meals Market’s high tendencies for 2026.

Watching fiber consumption is not new, consultants be aware, nevertheless it’s usually been related to older individuals who require it for well being causes as they age.

“After I consider fiber, I instantly consider my grandfather. Each day, he had his little baggie of All-Bran, and he introduced it all over the place he went, most likely out of necessity,” Mintel’s Mattucci stated, citing the slowing of digestive tracts as folks age.

Nonetheless, one thing has shifted as customers of all ages have began putting extra emphasis on selling intestine well being and digestive wellness — and fiber entered the highlight.

The emphasis on range of fiber consumption and discovering it in on a regular basis entire meals fairly than by dietary supplements or powders is a part of what’s permitting it to seek out recognition and align with present tradition, in line with Angela Salas, a senior dietitian on the College of California, Davis.

The 2 forms of fiber — soluble and insoluble — work collectively to maintain folks fuller for longer, enhance digestion, and decrease blood stress and ldl cholesterol, Salas stated. In some methods, fiber might mimic the results of weight-loss medication as a result of it takes longer to interrupt down meals and due to this fact sits within the abdomen for longer, she stated, which might be an element for its current recognition.

“These vitamins have at all times been round and at all times type of shifts, I believe, from the meals business saying, ‘What can we spotlight? What do folks wish to be specializing in in order that we will proceed to promote the identical product, simply barely altered?'” Salas stated.

Nonetheless, Kate Pelletier, a registered dietitian nutritionist on the College of Michigan Well being, stated it is vital to notice that fiber will not be adequate as a substitute for GLP-1 medication, and a balanced plate is one of the simplest ways to remain wholesome.

Pelletier stated fiber’s use as a “road sweeper” for the physique is probably going one of many causes it has been thrust again into the highlight.

“There’s been a extremely massive shift into extra pure vegetation as an alternative of popping a complement or utilizing a protein powder,” Pelletier stated. “We are able to get the advantage of fiber from excited about including extra healthful meals into our weight loss plan, versus typical weight loss plan tradition [which] focuses on taking out X, Y or Z.” 

Earlier this yr, Coca-Cola launched its prebiotic soda, Merely Pop, with six grams of prebiotic fiber in 5 flavors to encourage intestine well being. Nestlé unveiled a brand new protein shake in June with 4 grams of prebiotic fiber designed particularly to help the digestive well being of adults on GLP-1 drugs.

It is change into private for Aganekwu, too, whose father died earlier this yr of colon most cancers. Some analysis has proven fiber might forestall colorectal most cancers along with selling total well being, in line with the Nationwide Institutes of Well being.

“You do not wish to wait till you are 60 or 70 and also you’re coping with extra diagnoses,” she stated. “There’s quite a bit that you are able to do, even simply in your on a regular basis decisions, right down to what you are placing in your plate, that may straight affect your possibilities or lower your probabilities of growing important ailments.”