Move aside, protein powders and shakes—fiber is having its big breakout. Once a quiet supporting player in nutrition, fiber is fast becoming the nutrient everyone’s talking about, fueled by social media trends, younger consumers’ obsession with gut health, and a wave of new products hitting store shelves. In short, Protein Had Its Moment. Now Fiber Is Stealing the Spotlight.
Fiber Goes Viral
A growing number of consumers—especially Gen Z—are zeroing in on digestion and overall gut health, sparking the TikTok-driven trend known as “fibermaxxing.” The idea is simple: pack as much fiber as possible into everyday meals. As the trend spreads, food brands are racing to meet demand with fiber-forward snacks, drinks, and supplements.
“There’s a real consumer need around digestion and gut health, and that’s been building for years,” said Sherry Frey, a health and wellness thought leader at NIQ. Younger shoppers, she noted, increasingly understand that a healthy gut can influence everything from clearer skin to sharper mental focus.
Research from Dataessential backs this up. More than half of consumers surveyed said they were interested in trying fibermaxxing after learning about it, and a significant portion believe foods labeled “high fiber” are inherently healthier.
From Hydration to Protein—and Now Fiber
Fiber’s rise didn’t happen overnight. It follows a clear path of wellness trends that have shaped grocery aisles in recent years. First came hydration, boosted by electrolyte drinks and functional beverages. Then protein took center stage, dominating everything from snack bars to breakfast foods.
“The natural next step is fiber,” Frey explained, describing the overlap of trends as a “perfect storm.”
There’s also a biological angle driving interest. Fiber has been shown to stimulate the body’s natural production of GLP-1, a hormone that helps regulate appetite—the same hormone targeted by popular weight-loss drugs now flooding the market.
Big Food Takes Notice
Walk through a supermarket today and the shift is hard to miss. Whole Foods’ 2026 forecast points to more “fiber-forward” labels and products enriched with added fiber. Online retailer Thrive Market has reported a sharp rise in searches for fiber-related items, particularly snacks, bars, and supplements.
Major corporations are paying attention too. PepsiCo CEO Ramon Laguarta recently told analysts that “fiber will be the next protein,” noting that most Americans fall far short of their daily fiber needs. The company has already introduced fiber-enhanced beverages, including prebiotic sodas, and plans to roll out more fiber-boosted versions of familiar snacks and hydration products.
Even fast food giants are hinting at change. McDonald’s CEO Chris Kempczinski has publicly predicted that fiber will be a major focus in 2026—suggesting that no corner of the food industry will be untouched by the trend.
The Snack Aisle Showdown
According to Frey, snacks will be the main battleground for fiber innovation. Chips, crackers, and puffs made from legumes and beans are expected to multiply. But taste remains the ultimate test.
“Consumers are open to healthier swaps,” she said, “but only if the flavor delivers.” Even in a tight economy, many shoppers are willing to pay a little extra for products that balance nutrition and enjoyment.
Private-label brands are also stepping in, offering fiber-enriched alternatives without premium price tags. Retailers like Aldi and Walmart are expanding in-house wellness lines that feature plant-based ingredients and added fiber, making the trend more accessible.
Is Fibermaxxing Actually Healthy?
Most experts agree that the focus on fiber is a positive shift. Recommended daily intake sits around 25 grams for adult women and up to 35 grams for adult men, yet the majority of people don’t come close.
“It’s generally a healthy direction,” said Paul Kriegler, a registered dietitian and senior director of nutritional products at Life Time Fitness. Still, he cautions that packaged foods alone won’t solve the fiber gap.
Dietary guidelines continue to emphasize whole, minimally processed foods—vegetables, fruits, legumes, and whole grains—as the best sources of fiber.
“What I’ve told clients for years is to eat a pile of vegetables about the size of your head every day,” Kriegler said. “Ironically, the foods that really help with fibermaxxing often don’t have labels at all—you have to buy them fresh.”
The Bottom Line
Protein may still dominate gym culture, but fiber is quickly becoming the star of everyday wellness. As trends converge, brands innovate, and consumers rethink what “healthy” really means, one thing is clear: Protein Had Its Moment. Now Fiber Is Stealing the Spotlight—and it’s not giving it back anytime soon.
