Meals manufacturers chase fibermaxxing pattern with new high-fiber merchandise

One in every of this 12 months’s prime meals traits is going through some robust competitors.

Protein captivated shoppers and meals firms in 2025, however fiber is more and more stealing the scene as individuals 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 means of entire meals like fruits and legumes — has seen hundreds of posts.

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

At the moment, 90% of girls and 97% of males within the U.S. are usually not assembly their every day fiber necessities, Mattucci mentioned. For many Individuals, that really useful vary often 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 accordance with Mattucci, 22% of shoppers within the U.S. mentioned excessive fiber content material was one in all their prime three essential components when looking for meals — up from simply 17% in 2021.

Wall Road’s firms are taking observe, too. On an earnings name with analysts in October, PepsiCo CEO Ramon Laguarta mentioned fiber was rising on the forefront of the corporate’s product objectives because it appeared forward to 2026.

“I feel fiber would be the subsequent protein,” Laguarta mentioned. “Shoppers are beginning to perceive that fiber is the profit that they want. It is truly an effectivity in U.S. shoppers’ diets, and that can 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, instructed CNBC completely.

And there is a cause firms are broadening their choices. Analysis agency Datassential discovered that fiber is on monitor to be the “subsequent massive well being pattern following on the heels of protein” in its 2026 traits report.

Of the shoppers the agency surveyed, 54% mentioned they’re concerned with meals and drinks which can be excessive in fiber. That quantity is even greater — reaching 60% — amongst members of Era Z, who’re pioneering the “fibermaxxing” pattern on social media.

And 42% of shoppers mentioned they imagine the attribute of “excessive fiber” on a diet label of any meals or beverage product is essential to defining that product as “wholesome,” in keeping with Datassential.

It is that momentum that landed fiber as one in all Entire Meals Market’s prime traits for 2026.

Watching fiber consumption is not new, specialists observe, 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. Daily, he had his little baggie of All-Bran, and he introduced it in every single place he went, most likely out of necessity,” Mintel’s Mattucci mentioned, citing the slowing of digestive tracts as individuals age.

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

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

The 2 forms of fiber — soluble and insoluble — work collectively to maintain individuals fuller for longer, enhance digestion, and decrease blood strain and ldl cholesterol, Salas mentioned. In some methods, fiber might mimic the consequences of weight-loss medicine as a result of it takes longer to interrupt down meals and subsequently sits within the abdomen for longer, she mentioned, which could possibly be an element for its latest reputation.

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

Nonetheless, Kate Pelletier, a registered dietitian nutritionist on the College of Michigan Well being, mentioned it is essential to notice that fiber is just not enough as an alternative choice to GLP-1 medicine, and a balanced plate is the easiest way to remain wholesome.

Pelletier mentioned 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 mentioned. “We are able to get the good thing about fiber from serious about including extra healthful meals into our weight-reduction plan, versus typical weight-reduction plan tradition [which] focuses on taking out X, Y or Z.” 

Meals and beverage firms are leaping on the momentum, too.

Earlier this 12 months, 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 medicines.

Different firms like Olipop have additionally entered the prebiotic soda market, boasting recipes that promote intestine well being, whereas smaller companies, like Floura protein bars and Sola Bagels, have additionally begun promoting fiber-rich merchandise.

Pepsi’s Glasgow instructed CNBC the corporate is taking each alternative to discover shoppers’ newfound curiosity in fiber. Glasgow mentioned the analysis and improvement group’s work begins in science and follows traits to maintain up with their viewers’s evolving tastes.

Pepsi already has merchandise available on the market that particularly boast excessive fiber content material, like its prebiotic cola and Quaker oatmeal. As shoppers begin to discover the beforehand “sleepy little nutrient,” Glasgow mentioned, Pepsi is innovating new merchandise throughout its drinks and meals manufacturers.

“We hear it from shoppers as effectively that they are turning into extra educated about diet and their diet wants,” Glasgow mentioned. “And I feel that is the place the thrill is coming from. I really feel it rising.”

Glasgow mentioned the corporate, which already launched profitable protein-packed merchandise this 12 months, is shifting towards merchandise that incorporate a number of sources of gut-healthy components.

“We noticed protein develop in an enormous means within the final couple years,” Glasgow mentioned. “I feel [consumers] are then increasing their view, they usually notice there’s not one ingredient alone that’s the silver bullet. It is about getting the suitable components all collectively.”

For some, fiber is not only a pattern.

Naomi Aganekwu, a 27-year-old content material creator, mentioned she began incorporating fiber extra deliberately into her weight-reduction plan final 12 months. Now, she makes certain every meal she eats has at the very least 5 to 10 grams of fiber by means of meals like beans, lentils and chia seed puddings.

Aganekwu mentioned she’s seeing outcomes from incorporating fiber into her weight-reduction plan, like being satiated after meals and seeing her hormonal pimples cut back. And as she’s championing fiber, she’s seeing the individuals round her do the identical, particularly amongst her technology.

It is develop into private for Aganekwu, too, whose father died earlier this 12 months of colon most cancers. Some analysis has proven fiber might stop colorectal most cancers along with selling total well being, in keeping 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 mentioned. “There’s loads that you are able to do, even simply in your on a regular basis decisions, all the way down to what you are placing in your plate, that may straight impression your probabilities or lower your probabilities of growing important illnesses.”