Food brands are following the fibermaxxing trend with new fiber-rich products

Workers are suspended from a Pepsi sign on a building in front of Allegiant Stadium before LVIII in Las Vegas, Nevada, USA on February 9, 2024.

Brian Snyder | Reuters

One of this year’s top food trends is facing stiff competition.

In 2025, proteins captivated consumers and food companies, but fiber is increasingly gaining attention as people place more emphasis on supporting gut health.

It’s caught on on social media, where “fibermaxxing” – or the concept of increasing fiber intake through whole foods like fruits and legumes – has seen thousands of posts.

“Fiber is finally coming into the spotlight, which is a great thing because it’s a nutrient that people need,” said Stephanie Mattucci, chief strategist at food research firm Mintel.

Currently, 90% of women and 97% of men in the U.S. are not meeting their daily fiber needs, Mattucci said. For most Americans, this recommended range is usually between 25 and 38 grams of fiber per day, she added.

But more and more people are noticing these gaps.

According to Mattucci, 22% of U.S. consumers said high fiber was one of their top three factors when shopping for groceries, up from just 17% in 2021.

Companies on Wall Street are also taking note. During an earnings call with analysts in October PepsiCo CEO Ramon Laguarta said fiber is at the forefront of the company’s product goals heading into 2026.

“I think fiber will be the next protein,” Laguarta said. “Consumers are beginning to understand that fiber is the benefit they need. It’s actually a deficiency in the U.S. consumer’s diet, and it’s only going to grow.”

In February, the company is taking things a step further and plans to launch Smartfood Fiber Pop, with six grams of fiber per serving, and SunChips Fiber, with fiber options like whole grains and black beans, Pepsi Chief Science Officer Tara Glasgow told CNBC exclusively.

Smartfood Fiber Pop and Sun Chips fiber snacks.

Source: Pepsico

And there’s a reason companies are expanding their offerings. Research firm Datassential noted in its 2026 trends report that fiber is on track to become the “next big health trend after protein.”

Of consumers surveyed by the company, 54% said they were interested in fiber-rich foods and beverages. For members of Generation Z, who are at the forefront of the “Fibermaxxing” trend on social media, this number is even higher, reaching 60%.

According to Datassential, 42% of consumers said they believe the “high in fiber” attribute on a food or beverage’s nutrition label is important in defining that product as “healthy.”

It’s this dynamic that has made fiber one of Whole Foods Market’s top trends for 2026.

The trend towards intestinal health

Experts point out that the observation of fiber intake is nothing new, but it is often associated with older people who need it for health reasons as they age.

“When I think of fiber, I immediately think of my grandfather. Every day he had his little bag of All-Bran with him and took it with him everywhere he went, probably out of necessity,” Mintel’s Mattucci said, citing the slowing of the digestive tract as we age.

Still, something has changed as consumers of all ages have begun to place more emphasis on supporting gut health and digestive well-being – and fiber has come into the spotlight.

According to Angela Salas, a senior nutritionist at the University of California, Davis, emphasizing diversity in fiber intake and finding it in everyday whole foods rather than supplements or powders is one of the reasons fiber is gaining popularity and is in line with current culture.

The two types of fiber – soluble and insoluble – work together to keep people full longer, improve digestion and lower blood pressure and cholesterol levels, Salas said. In some ways, fiber may mimic the effects of weight-loss medications because food takes longer to break down and therefore stays in the stomach longer, which could be a factor in its recent popularity, she said.

“These nutrients have always been there, and I think there’s always some change since the food industry says, ‘What can we highlight? What do people want to focus on so we can continue to sell the same product, just slightly changed?'” Salas said.

Still, Kate Pelletier, a registered dietitian at University of Michigan Health, said it’s important to note that fiber is not enough as an alternative to GLP-1 drugs and that a balanced plate is the best way to stay healthy.

Pelletier said fiber’s use as a “road sweeper” for the body is likely one of the reasons it’s come back into the spotlight.

“There’s been a really big shift toward more natural botanicals rather than taking a supplement or using a protein powder,” Pelletier said. “We can reap the benefits of fiber if we think about adding more healthy foods to our diet than in typical diet culture.” [which] focuses on taking out X, Y or Z.”

Advertising for high-fiber products

Food and beverage companies are also benefiting from the momentum.

Earlier this year Coca Cola launched its Simply Pop prebiotic soda, which contains six grams of prebiotic fiber in five flavors to promote gut health. Nestlé introduced a new protein shake with four grams of prebiotic fiber in June, specifically designed to support the digestive health of adults taking GLP-1 medications.

Other companies like Olipop have also entered the prebiotic sodas market, boasting recipes that promote gut health, while smaller companies like Floura fiber bars and Sola Bagels have also started selling fiber-rich products.

Olipop soda in a store in San Francisco, California, U.S., on Monday, March 17, 2025. Olipop Inc., the high-fiber, low-sugar soda startup, has raised $50 million in a Series C funding round at a valuation of $1.85 billion.

David Paul Morris | Bloomberg | Getty Images

Glasgow-based Pepsi told CNBC the company is taking every opportunity to explore consumers’ newfound interest in fiber. Glasgow said the research and development team’s work starts in science and follows trends to keep up with the evolving tastes of their audience.

Pepsi already has products on the market that are particularly high in fiber, such as prebiotic cola and Quaker oatmeal. As consumers begin to discover the previously “sleepy little nutrient,” Glasgow says Pepsi is introducing new products across all of its beverage and food brands.

“We are also hearing from consumers that they are more knowledgeable about nutrition and their nutritional needs,” Glasgow said. “And I think that’s where the excitement comes from. I feel it growing.”

Glasgow said the company, which has already launched successful high-protein products this year, is moving to products that contain multiple sources of gut-healthy ingredients.

“We have seen tremendous protein growth in recent years,” Glasgow said. “I find [consumers] Then they broaden their perspective and realize that it’s not just one ingredient that’s the magic bullet. It’s about bringing the right ingredients together.”

For some, fiber isn’t just a trend.

Naomi Aganekwu, a 27-year-old content creator, said she started incorporating fiber into her diet more consciously last year. Now she makes sure every meal she eats has at least five to 10 grams of fiber through foods like beans, lentils, and chia seed pudding.

Aganekwu said she sees results from including fiber in her diet, such as feeling full after meals and reducing her hormonal acne. And while she advocates for fiber, she sees people around her doing the same, especially in her generation.

It has also become personal for Aganekwu, whose father died of colon cancer earlier this year. According to the National Institutes of Health, some research has shown that fiber can prevent colon cancer and promote overall health.

“You don’t want to wait until you’re 60 or 70 and have to deal with more diagnoses,” she said. “There is a lot you can do, even in your everyday choices, down to what you put on your plate, that can directly impact your chances or reduce your chances of developing critical illnesses.”

Correction: This story has been updated to reflect the fiber content in Smartfood Fiber Pop.