Food brands are chasing the FiberMax trend with new high-fiber products

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

While protein has captivated consumers and food companies in 2025, fiber is gaining increasing attention as people become increasingly focused on promoting gut health.

It’s taken hold on social media, where the concept of “fiber maxing” – increasing your fiber intake through whole foods like fruit and legumes – is seeing thousands of posts.

“Dietary fiber is finally in the spotlight, which is great because fiber is an essential nutrient that people need,” said Stephanie Mattucci, chief strategist at food research firm Mintel.

Currently, 90% of women and 97% of men in the United States do not meet their daily fiber needs, Mattucci said. For most Americans, that recommended range typically falls between 25 grams and 38 grams of fiber per day, she added.

But more people are starting to notice those gaps.

According to Mattucci, 22% of U.S. consumers say high fiber content is one of their top three factors when purchasing food, up from just 17% in 2021.

Wall Street companies are also paying attention. At a financial results conference with analysts in October, pepsico CEO Ramon Laguarta said textiles are emerging at the forefront of the company’s product goals as it looks to 2026.

“I think fiber is going to be the next protein,” Laguarta said. “Consumers are beginning to understand that fiber is a necessary benefit for them. In fact, fiber is a deficiency in the diets of U.S. consumers, and will continue to grow.”

In February, the company will go a step further and launch SmartFood Fiber Pops, which feature 6 grams of fiber per serving, and Sunchips Fiber, which incorporates fiber variations such as whole grains and black beans, Tara Glasgow, Pepsi’s chief scientific officer, exclusively told CNBC.

There’s a reason why companies are expanding their services. Research firm DataSessential revealed in its 2026 Trends Report that fiber is on track to become “the next big health trend after protein.”

Of the consumers surveyed by the company, 54% said they were interested in fiber-rich foods and beverages. Among members of Gen Z, who are pioneering the “fiber max” trend on social media, the number is even higher at 60%.

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

That momentum has solidified textiles as one of the top trends in the Whole Foods market in 2026.

Experts note that while focusing on dietary fiber intake is not new, it is often associated with older adults’ need for more fiber as they age for health reasons.

“When I think of fiber, I immediately think of my grandfather, who carried a little bag of All Bran with him every day and carried it with him everywhere he went, probably out of necessity,” said Mintel’s Mattucci, citing age-related weakening of the digestive tract.

Still, something changed as consumers of all ages began to place more emphasis on promoting gut health and digestive health, and fiber came into the spotlight.

Angela Salas, a senior dietitian at the University of California, Davis, says that valuing diversity in fiber intake and consuming fiber in daily whole foods rather than supplements or powders are some of the factors that have made fiber popular and aligned with today’s culture.

Salas says the two types of fiber, soluble and insoluble, work together to keep you fuller longer, improve digestion, and lower blood pressure and cholesterol. Fiber takes longer to break down food and stays in the stomach longer, so it can in some ways mimic the effects of weight loss drugs, which could be a factor in its recent popularity, he said.

“I think these nutrients have always been there, and they’re always making some kind of change. The food industry is thinking, ‘What can we emphasize? What do people want to focus on so we can continue to sell the same product with a little change?'” Salas said.

Still, Kate Pelletier, a registered dietitian at the University of Michigan Health, said it’s important to note that dietary fiber is a poor substitute for GLP-1 drugs and that a balanced diet is the best way to stay healthy.

Pelletier said the use of fibers as “street sweepers” for the body is likely one reason why fibers are back in the spotlight.

“There’s been a huge shift toward more natural, botanical foods rather than taking supplements or using protein powders,” Pelletier says. “You can reap the benefits of fiber by thinking about adding healthier foods to your diet, rather than the typical diet culture that focuses on eliminating X, Y, and Z.”

Food and beverage companies are also jumping on board.

At the beginning of this year, coca cola has launched Simply Pop, a prebiotic soda with 6 grams of prebiotic fiber in five flavors to promote gut health. In June, Nestlé announced a new protein shake with 4 grams of prebiotic fiber specifically designed to support the digestive health of adults undergoing GLP-1 treatment.

Other companies such as Olipop have entered the prebiotic soda market, boasting recipes that promote gut health, and smaller companies such as Floura Fiber Bars and Sola Bagels have also begun selling fiber-rich products.

Pepsi’s Glasgow told CNBC that the company is taking advantage of every opportunity to explore new consumer interest in textiles. Mr Glasgow said the research and development team’s work starts with science and follows trends to keep up with the evolving tastes of audiences.

Pepsi already has products on the market with particularly high fiber content, such as prebiotic cola and Quaker oatmeal. Glasgow said Pepsi is innovating new products across its beverage and food brands as consumers begin to seek out previously “sleepy little nutrients.”

“We’re also hearing from consumers that they’re becoming more knowledgeable about nutrition and nutritional needs,” Glasgow said. “And I think that’s where the excitement is coming from. I feel it building.”

Glasgow said the company has already had success launching protein-rich products this year and is moving into products that incorporate multiple sources of gut-healthy ingredients.

“We’ve seen tremendous growth in protein over the past few years,” Glasgow said. “I think[consumers]have expanded their horizons and realized that there is no silver bullet with just one ingredient. The key is to get all the right ingredients together.”

For some, dietary fiber is more than just a trend.

Naomi Aganek, a 27-year-old content creator, said she started consciously incorporating more fiber into her diet last year. Now, she makes sure to include at least 5 to 10 grams of fiber in every meal through foods like beans, lentils, and chia seed pudding.

Aganek said that adding fiber to her diet has shown benefits, such as feeling fuller after meals and reducing hormonal acne. And while she champions textiles, she especially sees others her age doing the same.

It’s also personal for Aganek, who lost his father to colon cancer earlier this year. According to the National Institutes of Health, some studies show that fiber not only promotes overall health but may protect against colorectal cancer.

“I don’t want to wait until I’m 60 or 70 and start getting more diagnoses,” she says. “There are many things you can do, even with everyday choices, right down to what you put on your plate, that can directly impact your chances and reduce your chances of developing a serious illness.”

Correction: This story has been updated to reflect the fiber levels in Smartfood Fiber Pops.