Dietary Fiber Emerges as Key Nutritional Focus, Challenging Protein's Market Position

Industry analysis suggests a significant market pivot in consumer nutrition, with dietary fiber positioned to potentially succeed the recent sustained focus on protein. This shift is being driven in part by Generation Z, whose engagement with gut health optimization has popularized the "fibermaxxing" trend across social media platforms like TikTok. This consumer-led movement is now influencing global food manufacturers and major retailers, necessitating product reformulation and marketing adjustments.

This elevated status for fiber has received endorsement from industry leadership. PepsiCo Chief Executive Officer Ramon Laguarta has stated that fiber is set to become the "next protein," citing the widespread deficiency of this essential nutrient in the typical modern diet. This perspective is being adopted at the retail level, where Whole Foods Market has identified fiber as a top trend for 2026, anticipating increased fiber callouts on staple categories such as snack bars, pasta, and bread. Data from the International Food Information Council indicates that 64% of Americans are actively trying to increase their fiber intake, marking a 10% increase from the previous year, which underscores tangible consumer demand.

While protein has served as the benchmark for better-for-you product innovation in recent years, fiber addresses a critical gap, with research indicating that approximately 95% of Americans do not meet their recommended daily fiber intake. The "fibermaxxing" phenomenon, which promotes the conscious intensification of fiber through foods like fruits, legumes, and vegetables, is appealing because it aligns with a positive "adding-in" dietary philosophy rather than restrictive "cutting-out" methods. Research firm Dataessential noted that 52% of consumers expressed interest in trying "fibermaxxing" upon learning of the trend, and 42% of shoppers associate "high fiber" labeling with healthier food choices.

As the industry responds, nutrition professionals caution against relying solely on fortified, processed items for optimal benefit. Dr. Lior Lewensztein, founder and CEO of That's It, advocates for prioritizing fiber consumption from whole food sources such as vegetables and fruits. Dr. Lewensztein suggests that the most successful forthcoming products will integrate both protein and fiber from ingredients recognized and trusted by dietitians, rather than fiber completely supplanting protein, as many consumers value both macronutrients for metabolic wellness and satiety. This view is supported by observations that American consumption of meat has increased significantly over decades while fiber intake remains low, suggesting a need for dietary rebalancing.

Retailers are adapting product presentation to align with this health-conscious consumer base. Whole Foods Market's emphasis on fiber callouts signals a move toward clearer on-package communication, a necessary strategy in retail environments where visual assessment is rapid. This market evolution is also evident in functional beverages, where some ready-to-drink protein shakes now incorporate several grams of prebiotic fiber alongside high protein levels, illustrating the industry's drive to combine both sought-after nutrients in single offerings. The convergence of high-protein and high-fiber claims is emerging as a key formula for new product development, signaling a maturation in the understanding that both components are vital for overall health.