New York
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Move over, protein. Fiber is on tempo to be the next “it” nutrient of the yr.
Consumers — notably Gen Z — are fixated on abdomen well being, resulting in the “fibermaxxing” trend taking maintain on TikTok. As folks attempt to maximize the fiber of their meals, main meals firms are capitalizing on the development with new, fiber-focused merchandise.
“There is a consumer need in terms of digestion and gut health, and that’s something we’ve seen the last few years,” mentioned Sherry Frey, well being and wellness thought chief at NIQ. The youthful era, she added, understands that digestive well being is linked to higher pores and skin and improved cognitive operate.
Dataessential, a meals and beverage analysis agency, discovered that 52% of customers have been keen on making an attempt “fibermaxxing” after studying about the development and that 42% of customers suppose meals labeled “high fiber” is more healthy.
Fiber builds on earlier wellness-focused client tendencies, Frey instructed NCS. First was hydration, as seen with the rise of products like Liquid I.V. and Electrolit. Then protein, a development that exhibits no signal of slowing down.
“The natural next step is for fiber,” she mentioned, calling the converging of tendencies a “perfect storm.”
Also, fiber has been confirmed to set off “a naturally occurring GLP-1 in our bodies,” she added, referencing the appetite-suppressing hormone in weight-loss medication like Wegovy which can be flooding the market.
Consumers’ want for fiber is already evident on grocery retailer cabinets. Whole Foods’ forecast for 2026 mentioned there are “more fiber-forward callouts on packaging” in addition to extra merchandise with added fiber.
Thrive Market, a membership-based on-line grocery store, has seen fiber-related phrases surge 30% over the previous yr with customers gravitating towards snacks, bars and dietary supplements, a spokesperson instructed NCS.
Major meals firms have taken discover: PepsiCo CEO Ramon Laguarta mentioned on its most up-to-date earnings name in October that “fiber will be the next protein.”
“Consumers are starting to understand that fiber is the benefit that they need. It’s actually a deficiency in US consumers’ diets, and that will be elevated,” Laguarta instructed analysts. (More than 90% of girl and 97% of males don’t get their beneficial every day consumption of fiber, the US authorities said in 2020.)
PepsiCo is already bolstering its soda portfolio with fiber-forward merchandise. Last summer season, it launched a gut-friendly soda following its purchase of Poppi with “Pepsi Prebiotic Cola,” which includes added fiber. More merchandise are on the approach, together with fiber-enhanced variations of its SunChips, Smartfood popcorn and Propel hydration packets.
McDonald’s CEO Chris Kempczinski additionally recently predicted on his Instagram account that fiber “is going to be big” in 2026, maybe signaling that the quick meals chain may dip its toes into the development.
Snacks, akin to chips and puffed crackers, will probably be the battleground for fiber, Frey predicts, notably merchandise produced from legumes and beans. But style is an element, particularly if it’s produced from plant-based substances.
“Consumers are willing to make a trade, but they’re not always willing to make the trade if the taste isn’t there,” Frey mentioned. “Despite the economy, they’re willing to pay a little more for these kinds of products.”
That’s the place non-public labels created by main grocery shops are available. They are additionally stepping into the wellness sector with fiber-enchanced merchandise, however with out the premium costs.
Aldi’s recently relaunched in-house line contains knock-offs of “better for you” sodas and meal bars. Walmart is increasing its Bettergoods lineup, which encompasses a number of meals which have plant-based substances.
The beneficial quantity of fiber is 25 grams per day for grownup girl to 35 for grownup males, according to medical experts, so “it’s a generally good healthy trend,” mentioned Paul Kriegler, a registered dietician and senior director of dietary merchandise for Life Time Fitness.
However, the prepackaged merchandise hitting cabinets should not a panacea for this deficiency. He would quite customers gravitate towards the produce and vegetable part at the grocer for his or her fiber wants.
The US authorities’s newly released dietary guidelines additionally urge folks to prioritize “real food,” together with “fiber-rich whole grains,” in addition to curtail their consumption of extremely processed meals.
“What I’ve taught clients for a long time is to eat a pile of vegetables the size of your head every day,” Kreigler instructed NCS. “The irony is most of the foods that will help ‘fibermaxxing’ don’t even have labels and you have to go get them fresh.”