As consumers increasingly focus on gut health, fiber is emerging as a significant trend in the grocery market, overshadowing the protein craze that captivated food companies in 2025. Social media is buzzing with the concept of "fibermaxxing," which encourages higher fiber intake from whole foods like fruits and legumes. According to Stephanie Mattucci, a principal strategist at Mintel, 90% of women and 97% of men in the U.S. fall short of their daily fiber needs, typically recommended at 25 to 38 grams per day.
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The importance of fiber in diets is gaining traction, with 22% of American consumers listing high fiber content as a top priority when shopping for food, up from 17% in 2021. Notably, PepsiCo's CEO Ramon Laguarta remarked during an earnings call that fiber is becoming a primary focus for the company, stating, "I think fiber will be the next protein." In February, PepsiCo plans to launch new high-fiber products, including Smartfood Fiber Pop and SunChips Fiber, which will feature whole grains and beans.
Research firm Datassential indicates that fiber could become the "next big health trend" after protein. Among surveyed consumers, 54% expressed interest in high-fiber foods and beverages, rising to 60% among Generation Z. Furthermore, 42% of consumers consider high fiber to be an essential aspect of a "healthy" product.
Experts note that while attention to fiber intake isn't new, it has often been associated with older adults. However, a shift is occurring as consumers of all ages recognize the benefits of gut health. Angela Salas, a senior dietitian at UC Davis, points out that the two types of fiber—soluble and insoluble—work together to improve digestion, enhance feelings of fullness, and lower blood pressure and cholesterol.
Food and beverage companies are capitalizing on this trend. Coca-Cola recently launched Simply Pop, a prebiotic soda, and Nestlé introduced a protein shake containing prebiotic fiber aimed at improving the digestive health of adults on GLP-1 medications. Brands like Olipop are also entering the market with fiber-rich products, while companies such as Floura and Sola Bagels are creating fiber-focused offerings.
Tara Glasgow, PepsiCo's chief science officer, acknowledged that consumers are becoming more knowledgeable about nutrition, prompting the company's focus on high-fiber products. She cited ongoing innovations across PepsiCo's brands in response to this consumer interest.
For some individuals, the focus on fiber transcends mere trend. Content creator Naomi Aganekwu has intentionally integrated fiber into her diet, ensuring each meal contains five to ten grams of fiber. Following her father's colon cancer diagnosis, she has become an advocate for fiber, noting its potential role in preventing serious health issues. According to the National Institutes of Health, research suggests that dietary fiber can reduce the risk of colorectal cancer, underscoring the importance of healthy dietary choices.