The Rise of Fibermaxxing: A New Food Trend for 2026

In 2025, the food industry is witnessing a significant shift towards fiber-rich diets, a trend dubbed "fibermaxxing." This movement emphasizes increasing fiber intake through whole foods such as fruits and legumes, driven by a growing awareness of gut health. According to Stephanie Mattucci, a principal strategist at Mintel, a staggering 90% of women and 97% of men in the U.S. fail to meet their daily fiber requirements, which typically range from 25 to 38 grams. Recent surveys indicate that 22% of consumers now prioritize high fiber content when shopping for food, an increase from 17% in 2021.

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Major food companies are responding to this trend. PepsiCo's CEO, Ramon Laguarta, highlighted fiber's emerging importance during an earnings call, stating, "I think fiber will be the next protein." The company plans to launch products like Smartfood Fiber Pop and SunChips Fiber, which will feature enhanced fiber content. Similarly, Coca-Cola introduced Simply Pop, a prebiotic soda with six grams of fiber, while Nestlé released a protein shake containing four grams of prebiotic fiber aimed at adults on GLP-1 medications.

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Research from Datassential reveals that 54% of consumers are interested in high-fiber foods, with this figure rising to 60% among Generation Z, who are leading the fibermaxxing trend on social media. The perception of fiber has evolved; it is no longer solely associated with older adults but is now embraced by consumers of all ages seeking to improve gut health and overall wellness. Angela Salas, a senior dietitian at the University of California, Davis, notes that the focus on diverse fiber sources in everyday foods aligns with current cultural trends.

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Despite the enthusiasm for fiber, experts caution against viewing it as a substitute for other nutritional needs. Kate Pelletier, a registered dietitian at the University of Michigan Health, emphasizes that while fiber is beneficial, it should not replace GLP-1 drugs or other essential dietary components. She advocates for a balanced diet that incorporates a variety of wholesome foods rather than relying solely on fiber-rich options.

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While fiber is gaining traction, some analysts predict that the protein trend will continue to dominate the food landscape in 2026. Reports suggest that protein will remain a leading macronutrient, with functional foods that combine high protein and fiber becoming increasingly popular. However, experts from Nexira predict that fiber may eventually rival protein as a primary focus in food formulations, particularly as consumers seek more holistic health benefits.

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• “Fiber is finally getting a spotlight, which is a great thing because it's a nutrient that people need,” — Stephanie Mattucci, Principal Strategist, Mintel

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• “I think fiber will be the next protein,” — Ramon Laguarta, CEO, PepsiCo

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• “There's been a really big shift into more natural plants instead of popping a supplement or using a protein powder,” — Kate Pelletier, Registered Dietitian, University of Michigan Health

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The fibermaxxing trend reflects a broader shift in consumer preferences towards health-focused diets, with companies adapting their product lines to meet this growing demand. As the food landscape evolves, the interplay between fiber and protein will shape the future of nutrition.

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