The Rise of Fiber: The Next Big Health Trend After Protein
The food industry is buzzing with the latest health trend: fiber. After protein's surge in popularity, fiber is now taking center stage as consumers and food companies alike recognize its benefits for gut health. This shift is evident in social media trends, with "fibermaxxing" gaining traction, encouraging people to increase their fiber intake through whole foods like fruits and legumes.
But why the sudden interest in fiber? According to industry experts, it's all about filling the nutritional gaps in our diets. Stephanie Mattucci, a principal strategist at Mintel, highlights a concerning statistic: 90% of women and 97% of men in the U.S. fail to meet their daily fiber requirements. The recommended range, typically between 25 and 38 grams per day, is often overlooked.
However, a growing number of consumers are becoming aware of these deficiencies. In 2025, 22% of U.S. consumers prioritized high fiber content when shopping for food, a significant increase from 17% in 2021. This shift in consumer behavior is not going unnoticed by Wall Street.
PepsiCo CEO Ramon Laguarta boldly proclaimed, "I think fiber will be the next protein. Consumers are starting to understand that fiber is the benefit they need. It's an efficiency in their diets, and it will be elevated."
To capitalize on this trend, PepsiCo is launching innovative products like Smartfood Fiber Pop and SunChips Fiber, which incorporate fiber-rich ingredients such as whole grains and black beans. This move aligns with the findings of research firm Datassential, which predicts fiber to be the next major health trend following protein.
The survey conducted by Datassential revealed that 54% of consumers are interested in high-fiber foods and beverages, with Generation Z leading the way at 60%. Moreover, 42% of consumers believe that a "high fiber" label on a product's nutrition information is crucial for defining it as "healthy."
The popularity of fiber is not just a trend but a response to the growing emphasis on gut health and digestive wellness. Angela Salas, a senior dietitian at the University of California, Davis, explains that fiber's dual nature—soluble and insoluble—contributes to its effectiveness. These types of fiber work together to promote feelings of fullness, improve digestion, and lower blood pressure and cholesterol.
Kate Pelletier, a registered dietitian nutritionist at the University of Michigan Health, emphasizes the importance of a balanced diet, noting that fiber should not be seen as a replacement for GLP-1 drugs. However, she acknowledges that fiber's role as a "street sweeper" for the body is a significant factor in its resurgence.
The food industry is responding to this trend by promoting high-fiber products. Coca-Cola introduced Simply Pop, a prebiotic soda with six grams of prebiotic fiber, while Nestlé unveiled a protein shake with four grams of prebiotic fiber. Smaller businesses, such as Floura protein bars and Sola Bagels, are also entering the market with fiber-rich offerings.
For some individuals, like 27-year-old content creator Naomi Aganekwu, fiber has become a personal priority. She has intentionally increased her fiber intake, incorporating beans, lentils, and chia seed puddings into her diet. Aganekwu has noticed positive changes, including increased satisfaction after meals and a reduction in hormonal acne. This personal experience has inspired her to advocate for the benefits of fiber, especially among her generation.
The trend towards fiber is not just about health; it's also a response to personal experiences and a growing awareness of the impact of dietary choices on overall well-being.
