The next protein? Fiber is emerging as the season’s hottest grocery obsession, set to challenge the protein craze that dominated 2025. Fresh discussions about fiber are popping up everywhere—from influencer feeds to boardroom discussions—as more people prioritize gut health in their daily diets.
Fiber is now in the spotlight on social media under the banner of “fibermaxxing,” a movement that showcases increasing fiber intake through natural, whole foods such as fruits, vegetables, beans, and legumes. Industry observers like Mintel’s Stephanie Mattucci note that fiber is finally getting its deserved attention—it's a nutrient many people actually need.
Despite this attention, many Americans are still missing the mark on daily fiber intake. Mattucci cites estimates showing about 90% of women and 97% of men fall short of their recommended 25 to 38 grams per day. Yet awareness appears to be rising, with 22% of U.S. shoppers ranking high-fiber content among their top three purchase considerations, up from 17% in 2021.
Wall Street is listening. During an October earnings call, PepsiCo CEO Ramon Laguarta highlighted fiber as a central goal for the company’s product strategy through 2026, declaring, “Fiber will be the next protein.” He argued that consumers are recognizing fiber as the nutritional benefit they need to improve overall diets. In early 2026, Pepsi plans to broaden its lineup with Smartfood Fiber Pop, boasting six grams of protein per serving, and SunChips Fiber variants that emphasize whole grains and ingredients like black beans, according to Pepsi's chief science officer, Tara Glasgow.
Datassential’s 2026 trends report reinforces this momentum, predicting fiber to follow protein as the next major health trend. In surveys conducted by the firm, 54% of consumers expressed interest in high-fiber foods and beverages, with Generation Z leading at 60% interest as they push the fibermaxxing trend in digital spaces. Additionally, 42% of shoppers equate a product labeled “high fiber” with being healthy, a perception Datassential notes as shaping market opportunities.
This surge in fiber interest helped elevate it to one of Whole Foods Market’s top trends for 2026, signaling broad industry alignment with the shift toward fiber-forward options.
The gut-health narrative isn’t new, but it’s no longer seen as merely a concern of older adults. While fiber has long been associated with aging and digestive support, its appeal now spans all ages as consumers seek digestive wellness and diverse fiber sources rather than relying solely on supplements. Mintel’s Mattucci attributes this broadened appeal to a cultural shift toward natural, plant-based foods.
UC Davis senior dietitian Angela Salas emphasizes that both soluble and insoluble fiber work in concert to promote fullness, aid digestion, and support heart health by helping manage blood pressure and cholesterol. Some observers suggest fiber’s popularity evokes the effects of certain weight-management medications, given its tendency to slow digestion and extend satiety. Yet Salas cautions that no single ingredient is a cure-all.
Dietitians also remind us that fiber should complement a balanced diet rather than serve as a substitute for medical interventions. Kate Pelletier of the University of Michigan Health notes that, while fiber supports health, it isn’t a replacement for therapies like GLP-1 drugs, and a well-rounded plate remains essential. Still, many view fiber as a “street sweeper” for the body, with a broader pivot away from indulgence in supplements toward whole, fiber-rich foods.
Food and beverage brands are racing to capitalize on this momentum. Coca-Cola has rolled out Simply Pop, a prebiotic soda containing six grams of fiber across multiple flavors, while Nestlé introduced a protein shake designed with four grams of prebiotic fiber to support digestive health for adults on GLP-1 medications. Other brands like Olipop have entered the prebiotic soda arena, and smaller players such as Floura and Sola Bagels have released fiber-rich offerings. Pepsi’s Glasgow explains that the company is pursuing a holistic approach, integrating multiple gut-healthy ingredients rather than relying on a single star component.
Pepsi already markets items that highlight fiber, including a high-fiber prebiotic cola and fortified oatmeal. As consumer nutrition literacy grows, Pepsi aims to innovate across both beverages and snacks, guided by scientific insight and evolving consumer tastes.
The real-world impact is personal for many. Naomi Aganekwu, a 27-year-old content creator, began prioritizing 5–10 grams of fiber per meal through beans, lentils, and chia seed puddings. She reports increased satiety and even improvements in hormonal acne, and she has observed peers—especially fellow young adults—embracing fiber-forward choices. Her motivation is deeply personal: her father recently passed from colon cancer, reinforcing the idea that dietary fiber may help reduce risk and support overall health. While research continues to explore these connections, many experts advocate for everyday dietary choices as a proactive step toward healthier outcomes.
But here’s where the conversation gets thornier: should fiber be marketed as a near-protein substitute, or is it best understood as a complementary nutrient that enhances a balanced diet? And how do we balance the enthusiasm for whole-food fiber with the reality that not all fiber sources yield the same health benefits? As brands push new fiber products, readers are invited to weigh in: Do you view fiber as a crucial daily staple or as a promising additive to an already-healthy diet? What are your thoughts on using fiber-rich foods to reduce reliance on supplements? Share your perspective in the comments.
