Protein may have dominated food labels and fitness conversations in recent years, but a new nutrient is quietly taking centre stage. Fibre is fast becoming the latest focus of consumer wellness, fuelled by social media trends, growing interest in gut health and a broader shift towards functional nutrition.
The trend, often dubbed “fibermaxxing” online, has gained traction particularly among younger consumers, who are increasingly linking digestive health with clearer skin, better energy levels and even cognitive performance.
From hydration to protein – and now fibre
Market analysts see fibre as the natural successor to previous health-driven food trends. First came hydration, popularised by electrolyte drinks and functional waters. Protein followed, reshaping everything from snacks to coffee creamers. Now, attention is turning to what many diets lack.
“There is a clear consumer need around digestion and gut health,” said Sherry Frey, health and wellness thought leader at NIQ. Younger generations, she noted, increasingly understand that gut health plays a role in overall wellbeing.
Research by Datassential shows that more than half of consumers say they would try fibre-focused eating after learning about the trend, while four in ten associate “high fibre” labels with healthier food choices.
Big brands follow the fibre signal
Food companies are already responding. Whole Foods’ outlook for 2026 points to a rise in fibre-forward packaging and reformulated products with added fibre. Online retailer Thrive Market has reported a sharp increase in searches for fibre-related products, particularly snacks, bars and supplements.
Executives at major multinationals are also signalling a shift. PepsiCo CEO Ramon Laguarta recently told investors that fibre is “the next protein”, noting that it remains a widespread dietary deficiency.
PepsiCo has already launched fibre-enriched drinks, including a prebiotic cola developed after its acquisition of Poppi, with more fibre-enhanced snacks and hydration products expected to follow.
Even fast food appears to be watching closely. McDonald's CEO Chris Kempczinski has publicly suggested that fibre will be “big” in 2026, hinting at future menu experimentation.
Snacks as the next battleground
Industry experts expect fibre to make its strongest push through snacks, particularly products made from legumes, beans and whole grains. Chips, crackers and popcorn are being reformulated to deliver digestive benefits alongside convenience.
Taste, however, remains the deciding factor. Consumers may be willing to pay slightly more for healthier products, but only if flavour is not compromised. This has opened the door for private-label brands, with retailers such as Aldi and Walmart expanding fibre-enhanced ranges at lower prices.
A healthy trend, with a caveat
Nutrition experts broadly welcome the renewed focus on fibre. Recommended daily intake stands at around 25 grams for adult women and up to 35 grams for men, yet most people fall well short.
Still, specialists warn against relying too heavily on packaged solutions. Paul Kriegler, a registered dietitian and senior nutrition director at Life Time Fitness, argues that whole foods remain the gold standard.
The latest dietary guidelines in the United States echo this view, encouraging people to prioritise fibre-rich vegetables, fruits and whole grains while limiting highly processed foods.
“The irony,” Kriegler has noted, “is that most of the foods that truly support fibre intake do not even come with labels.”
As fibre steps into the spotlight, the message from both science and policy is clear: the trend may be new, but the healthiest sources have been on the produce shelf all along.
Source: CNN