New York — The nutritional spotlight that once shone predominantly on protein is now shifting toward dietary fiber, an emerging focus within consumer health trends. Especially among Generation Z, there is growing engagement with digestive wellness, a development that has propelled the 24fibermaxxing25 movement into popular consciousness on platforms like TikTok, where users seek to maximize fiber intake in their daily meals. Food industry players have quickly adapted to this demand by expanding offerings featuring higher fiber content.
Sherry Frey, a health and wellness strategist at NIQ, explains the consumer interest: 24There is a consumer need in terms of digestion and gut health, and that25s something we25ve seen intensify over the past several years.25 She further notes that younger consumers recognize the link between digestive health and benefits such as clearer skin and enhanced brain function.
Reflecting this enthusiasm, Dataessential, a research firm specializing in food and beverage insights, reported that over half of consumers (52%) expressed a willingness to try 24fibermaxxing25 after encountering the trend, while 42% of shoppers perceive products labeled as 24high fiber25 to be healthier options. Retailers are responding accordingly, increasing shelf space for fiber-rich products.
Frey situates fiber within the context of successive wellness movements. Hydration first captivated consumers, exemplified by brands such as Liquid I.V. and Electrolit gaining traction. Protein followed, sustaining its popularity to this day. The shift toward fiber represents a natural progression in this wellness continuum, described by Frey as a 24perfect storm25 of consumer interest converging around gut health. A contributing factor is fiber25s ability to naturally stimulate GLP-1, a hormone associated with appetite suppression and implicated in new weight-loss medications like Wegovy.
The marketplace clearly reflects this evolving consumer preference. Whole Foods projects an increase in product packaging highlighting fiber and the inclusion of added fiber in various items by 2026. Thrive Market, an online membership supermarket, noted a 30% year-over-year increase in searches for fiber-related terms, particularly within snack, bar, and supplement categories. Such data underscores the tangible growth in demand across multiple channels.
Major food corporations are strategically positioning themselves to benefit from the trend. PepsiCo25s CEO, Ramon Laguarta, conveyed on an earnings call that 24fiber will be the next protein,25 asserting consumer awareness of fiber25s health benefits and existing widespread deficiencies in the American diet. According to U.S. government data from 2020, more than 90% of women and 97% of men consume less than the recommended daily fiber intake.
PepsiCo has introduced fiber-oriented products such as 24Pepsi Prebiotic Cola25, a soda enriched with fiber launched subsequent to the acquisition of Poppi. The company plans to expand this portfolio to include fiber-enhanced SunChips, Smartfood popcorn, and Propel hydration packets, signaling an extensive commitment to fiber-forward innovation.
In the quick-service restaurant domain, McDonald25s CEO Chris Kempczinski has forecasted fiber as a major trend in 2026 through social media channels, which may suggest future product developments in this area.
Snack items like chips and puffed crackers, especially those derived from legumes and beans, are expected to serve as key battlegrounds for fiber-fortified products. However, product acceptance hinges firmly on flavor quality, with consumers open to a taste trade-off only within limits. Frey emphasizes that despite economic challenges, many consumers are prepared to pay higher prices for fiber-rich options that meet their taste expectations.
Retailers25 private labels are also responding by expanding wellness product lines that incorporate fiber without premium pricing. Aldi25s revamped in-house brand now features alternatives to popular wellness sodas and meal bars, while Walmart grows its Bettergoods selection, characterized by plant-based ingredients and fiber enhancements.
From a nutritional standpoint, experts recommend daily fiber intake ranging from 25 grams for adult women to 35 grams for adult men. Registered dietitian Paul Kriegler, senior director of nutritional products at Life Time Fitness, acknowledges the positive public health trend but advises caution regarding reliance on prepackaged fiber products. He advocates for prioritizing fresh produce and vegetable consumption to meet fiber needs, reinforcing the U.S. government25s dietary guidelines that recommend 24real food25 sources such as fiber-rich whole grains while reducing consumption of highly processed items.
Kriegler encapsulates his guidance by encouraging clients to consume 24a pile of vegetables the size of your head every day.25 He notes, 24the irony is most of the foods that will help 24fibermaxxing25 don25t even have labels and you have to go get them fresh.25 This highlights the complex landscape where consumer trends intersect with dietary best practices.