U.S. consumer interest in dietary fiber is rapidly rising and poised to become one of the defining health trends of 2026, potentially eclipsing the protein craze that dominated 2025.
Research and industry experts report that fiber is finally getting broader attention for its role in gut health, digestion, and overall wellness—a shift that could reshape product development and marketing across the food industry.
Stephanie Mattucci, principal strategist at food research firm Mintel, notes that fiber is gaining visibility because it addresses a genuine nutritional gap in American diets: most adults fall far short of recommended daily intake levels.
This renewed spotlight on fiber comes as consumers increasingly associate it with benefits beyond digestive regularity, including satiety, blood sugar control, and heart health.
The trend extends beyond nutrition messaging to food innovation on grocery shelves. Brands like PepsiCo are reportedly planning fiber‑enhanced products as part of future lineups, signaling that major players see fiber as a growth opportunity.
Research firm Datassential also identifies fiber as poised to be “the next protein” in 2026, with a majority of surveyed consumers expressing interest in high‑fiber foods and beverages.
Meanwhile, social media movements such as “fibermaxxing” have helped amplify awareness, encouraging consumers—especially Gen Z—to seek fiber‑rich whole foods like legumes, whole grains, fruits, and vegetables. This social buzz is translating into real market influence as manufacturers and retailers respond with new products and clearer fiber claims.
As fiber takes center stage, brands that integrate high‑fiber offerings with compelling health narratives could see stronger engagement and loyalty in the competitive wellness landscape.
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