The Rise of "Fibermaxxing": A New Health Trend Sweeps Consumers
The "fibermaxxing" trend, driven by Gen Z's focus on digestive health, is influencing consumer eating habits and prompting major food companies to develop new fiber-focused products. This trend builds on previous consumer interests in hydration and protein.
NIQ health and wellness thought leader Sherry Frey noted a sustained consumer need for digestion and gut health products, with younger generations connecting digestive health to improved skin and cognitive function. Dataessential, a food and beverage research firm, reported that 52% of consumers were interested in "fibermaxxing" and 42% perceive "high fiber" labeled foods as healthier. Frey also mentioned that fiber can trigger a naturally occurring GLP-1, a hormone linked to appetite suppression.
NIQ health and wellness thought leader Sherry Frey noted a sustained consumer need for digestion and gut health products, with younger generations connecting digestive health to improved skin and cognitive function.
Industry Responds to Demand
Major food companies are recognizing this shift. Whole Foods' 2026 forecast indicates an increase in fiber-forward product labeling. Thrive Market, an online supermarket, reported a 30% surge in fiber-related search terms over the past year for snacks, bars, and supplements.
Major Food Brands Embrace Fiber
PepsiCo CEO Ramon Laguarta stated in October that "fiber will be the next protein," identifying a deficiency in US consumers' diets. Over 90% of women and 97% of men do not meet recommended daily fiber intake, according to 2020 US government data.
PepsiCo CEO Ramon Laguarta stated in October that "fiber will be the next protein," identifying a deficiency in US consumers' diets.
In response, PepsiCo has introduced fiber-enhanced products such as Pepsi Prebiotic Cola and plans to release fiber-enriched versions of SunChips, Smartfood popcorn, and Propel hydration packets.
McDonald's CEO Chris Kempczinski also predicted fiber would be a significant trend in 2026. Snacks, particularly those made from legumes and beans, are anticipated to be a primary area for fiber-enhanced product development, according to Frey. Private label brands from major grocery stores like Aldi and Walmart are also expanding their wellness lines with fiber-enhanced options at lower price points.
Expert Perspective: Whole Foods Over Processed Options
Paul Kriegler, a registered dietitian and senior director of nutritional products for Life Time Fitness, stated that while the recommended daily fiber intake is 25 grams for adult women and 35 grams for adult males, prepackaged products may not be the optimal solution.
While the recommended daily fiber intake is substantial, Paul Kriegler, a registered dietitian, stated that prepackaged products may not be the optimal solution.
He encourages consumers to prioritize whole foods like produce and vegetables for their fiber needs. The US government's dietary guidelines also emphasize "real food" and "fiber-rich whole grains" while recommending a reduction in highly processed foods.