Food brands are following the fibermaxxing trend with new fiber-rich products

One of this year’s biggest food trends is facing some tough competition.

Protein has captivated consumers and food companies in 2025, but fiber is increasingly stealing the scene as people place more importance on promoting gut health.

This idea has spread across social media, where “fibermaxxing” – or the concept of increasing fiber intake through whole foods like fruits and legumes – has been the subject of thousands of posts.

“Fiber is finally getting the spotlight, which is a good thing because it’s a nutrient that people need,” said Stephanie Mattucci, senior strategist at food research company Mintel.

Currently, 90% of women and 97% of men in the United States do not meet their daily fiber needs, Mattucci said. For most Americans, this recommended range is typically between 25 and 38 grams of fiber per day, she added.

But more and more people are starting to realize these shortcomings.

According to Mattucci, 22% of consumers in the United States said high fiber was one of their top three important factors when shopping for food, up from just 17% in 2021.

Wall Street firms are also taking note. During an earnings call with analysts in October, PepsiCo CEO Ramon Laguarta said fiber was becoming a priority for the company’s products by 2026.

“I think fiber will be the next protein,” Laguarta said. “Consumers are starting to realize that fiber is the benefit they need. It’s actually a benefit in American consumers’ diets, and it’s going to grow.”

In February, the company is going a step further and plans to launch Smartfood Fiber Pop, containing six grams of protein per serving, and SunChips Fiber, incorporating fiber variants like whole grains and black beans, Tara Glasgow, Pepsi’s chief scientific officer, told CNBC exclusively.

And it is not for nothing that companies are expanding their offerings. Research firm Datassential found that fiber is poised to become “the next big health trend after protein” in its 2026 trends report.

Among consumers surveyed by the company, 54% said they were interested in fiber-rich foods and drinks. This figure is even higher – reaching 60% – among members of Generation Z, pioneers of the “fibremaxxing” trend on social networks.

And 42% of consumers said they think the “high fiber” attribute on the nutrition label of any food or beverage product is important in defining that product as “healthy,” according to Datassential.

It’s this momentum that has made fiber one of Whole Foods Market’s top trends for 2026.

Monitoring fiber intake isn’t new, experts note, but it’s often associated with older adults who need it for health reasons as they age.

“When I think of fiber, I immediately think of my grandfather. Every day he had his little bag of All-Bran and he took it everywhere he went, probably out of necessity,” said Mintel’s Mattucci, citing the slowing of the digestive tract as people age.

Yet something has changed as consumers of all ages have started to place more emphasis on promoting gut health and digestive wellness – and fiber has come into the spotlight.

The emphasis on diversity in fiber intake and its presence in everyday whole foods rather than in supplements or powders is part of what is allowing it to gain popularity and align with today’s culture, according to Angela Salas, a senior dietitian at the University of California, Davis.

The two types of fiber — soluble and insoluble — work together to keep people full longer, improve digestion and lower blood pressure and cholesterol, Salas said. In some ways, fiber could mimic the effects of weight-loss drugs, because it takes longer to break down food and therefore stays in the stomach longer, she said, which could be a factor in its recent popularity.

“These nutrients have always existed and have always evolved, I think, since the food industry said, ‘What can we emphasize?’ What do people want to focus on so we can continue to sell the same product, just slightly modified? “Salas said.

Still, Kate Pelletier, a registered dietitian nutritionist at University of Michigan Health, said it’s important to note that fiber is not sufficient as an alternative to GLP-1 medications, and that a balanced plate is the best way to stay healthy.

Pelletier said the fiber’s use as a “street sweeper” for the body is likely one of the reasons it has been brought back into the spotlight.

“There’s been a really big shift toward more natural plants instead of taking a supplement or using a protein powder,” Pelletier said. “We can benefit from fiber by thinking about adding healthier foods to our diet, compared to the usual eating culture. [which] focuses on eliminating X, Y, or Z.”

Companies in the agri-food sector are also following suit.

Earlier this year, Coca-Cola launched its prebiotic soda, Simply Pop, with six grams of prebiotic fiber in five flavors to support gut health. Nestlé in June unveiled a new protein shake containing four grams of prebiotic fiber, designed specifically to support the digestive health of adults taking GLP-1 medications.

Other companies like Olipop have also entered the prebiotic soda market, offering recipes that promote gut health, while smaller companies, like Floura protein bars and Sola Bagels, have also started selling high-fiber products.

Pepsi’s Glasgow told CNBC the company is taking every opportunity to explore new consumer interest in fiber. Glasgow said the research and development team’s work starts in science and follows trends to keep up with the changing tastes of its audience.

Pepsi already has products on the market specifically high in fiber, like its prebiotic cola and Quaker oatmeal. As consumers begin to explore this “sleepy little nutrient,” Glasgow said, Pepsi is innovating with new products across its beverage and food brands.

“Consumers also tell us that they are becoming more informed about nutrition and their nutritional needs,” Glasgow said. “And I think that’s where the enthusiasm comes from. I feel it growing.”

Glasgow said the company, which has already successfully launched high-protein products this year, is moving toward products incorporating multiple sources of gut-healthy ingredients.

“We’ve seen protein grow significantly over the last couple of years,” Glasgow said. “I think [consumers] They then broaden their vision and realize that there is no single ingredient that constitutes the miracle solution. It’s about bringing together the right ingredients. »

For some, fiber isn’t just a trend.

Naomi Aganekwu, a 27-year-old content creator, said she started incorporating fiber more intentionally into her diet last year. Now, she makes sure every meal she eats contains at least five to 10 grams of fiber through foods like beans, lentils and chia seed puddings.

Aganekwu said she sees results from incorporating fiber into her diet, such as feeling full after meals and seeing her hormonal acne decrease. And as she defends fiber, she sees people around her doing the same, especially within her generation.

It also became personal for Aganekwu, whose father died earlier this year of colon cancer. Some research has shown that fiber may prevent colorectal cancer in addition to supporting overall health, according to the National Institutes of Health.

“You don’t want to wait until you’re 60 or 70 and have to deal with more diagnoses,” she said. “There are many things you can do, even in your daily choices, right down to what you put on your plate, that can directly impact your chances or decrease your chances of developing serious illnesses.”