{"id":264233,"date":"2026-01-26T04:49:06","date_gmt":"2026-01-26T04:49:06","guid":{"rendered":"https:\/\/www.newsbeep.com\/ie\/264233\/"},"modified":"2026-01-26T04:49:06","modified_gmt":"2026-01-26T04:49:06","slug":"protein-is-so-last-year-why-fiber-is-the-next-big-thing","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ie\/264233\/","title":{"rendered":"Protein is so last year. Why fiber is the next big thing"},"content":{"rendered":"<p>NEW YORK CITY \u2014 Move over, protein. Fiber is on pace to be the next &#8220;it&#8221; nutrient of the year.<\/p>\n<p>Consumers \u2014 particularly Gen Z \u2014 are fixated on stomach health, leading to the &#8220;fibermaxxing&#8221; trend taking hold on TikTok. As people try to maximize the fiber in their meals, major food companies are capitalizing on the trend with new, fiber-focused products.<\/p>\n<p>&#8220;There is a consumer need in terms of digestion and gut health, and that&#8217;s something we&#8217;ve seen the last few years,&#8221; said Sherry Frey, health and wellness thought leader at NIQ. The younger generation, she added, understands that digestive health is linked to better skin and improved cognitive function.<\/p>\n<p>Dataessential, a food and beverage research firm, found that 52% of consumers were interested in trying &#8220;fibermaxxing&#8221; after learning about the trend and that 42% of shoppers think food labeled &#8220;high fiber&#8221; is healthier.<\/p>\n<p>Fiber builds on previous wellness-focused consumer trends, Frey told CNN. First was hydration, as seen with the rise of products like Liquid I.V. and Electrolit. Then protein, a trend that shows no sign of slowing down.<\/p>\n<p>&#8220;The natural next step is for fiber,&#8221; she said, calling the converging of trends a &#8220;perfect storm.&#8221;<\/p>\n<p>Also, fiber has been proven to trigger &#8220;a naturally occurring GLP-1 in our bodies,&#8221; she added, referencing the appetite-suppressing hormone in weight-loss drugs like Wegovy that are flooding the market.<\/p>\n<p>Big Food responds<\/p>\n<p>Consumers&#8217; desire for fiber is already evident on grocery store shelves. Whole Foods&#8217; <a href=\"https:\/\/www.wholefoodsmarket.com\/trends\/the-next-big-things-our-top-8-food-trend-predictions-for-2026\" rel=\"nofollow noopener\" target=\"_blank\">forecast<\/a> for 2026 said there are &#8220;more fiber-forward callouts on packaging&#8221; as well as more products with added fiber.<\/p>\n<p>Thrive Market, a membership-based online supermarket, has seen fiber-related terms surge 30% over the past year with shoppers gravitating toward snacks, bars and supplements, a spokesperson told CNN.<\/p>\n<p>Major food companies have taken notice: PepsiCo CEO Ramon Laguarta said on its most recent earnings call in October that &#8220;fiber will be the next protein.&#8221;<\/p>\n<p>&#8220;Consumers are starting to understand that fiber is the benefit that they need. It&#8217;s actually a deficiency in U.S. consumers&#8217; diets, and that will be elevated,&#8221; Laguarta told analysts. (More than 90% of women and 97% of men don&#8217;t get their recommended daily intake of fiber, the U.S. government <a href=\"https:\/\/www.dietaryguidelines.gov\/sites\/default\/files\/2020-12\/Dietary_Guidelines_for_Americans_2020-2025.pdf\" rel=\"nofollow noopener\" target=\"_blank\">said<\/a> in 2020.)<\/p>\n<p>PepsiCo is already bolstering its soda portfolio with fiber-forward products. Last summer, it launched a gut-friendly soda following its purchase of Poppi with &#8220;Pepsi Prebiotic Cola,&#8221; which includes added fiber. More products are on the way, including fiber-enhanced versions of its SunChips, Smartfood popcorn and Propel hydration packets.<\/p>\n<p>McDonald&#8217;s CEO Chris Kempczinski also recently predicted on his Instagram account that fiber &#8220;is going to be big&#8221; in 2026, perhaps signaling that the fast-food chain could dip its toes into the trend.<\/p>\n<p>Snacks, such as chips and puffed crackers, will be the battleground for fiber, Frey predicts, notably products made from legumes and beans. But taste is a factor, especially if it&#8217;s made from plant-based ingredients.\ufeff<\/p>\n<p>&#8220;Consumers are willing to make a trade, but they&#8217;re not always willing to make the trade if the taste isn&#8217;t there,&#8221; Frey said. &#8220;Despite the economy, they&#8217;re willing to pay a little more for these kinds of products.&#8221;<\/p>\n<p>That&#8217;s where private labels created by major grocery stores come in. They are also getting into the wellness sector with fiber-enchanced products, but without the premium prices.<\/p>\n<p>Aldi&#8217;s recently relaunched in-house line includes knock-offs of &#8220;better for you&#8221; sodas and meal bars. Walmart is expanding its Bettergoods lineup, which encompasses several foods that have plant-based ingredients.<\/p>\n<p>Is this healthy?<\/p>\n<p>The recommended amount of fiber is 25 grams per day for adult women to 35 for adult males, according to medical experts, so &#8220;it&#8217;s a generally good healthy trend,&#8221; said Paul Kriegler, a registered dietician and senior director of nutritional products for Life Time Fitness.<\/p>\n<p>However, the prepackaged products hitting shelves are not a panacea for this deficiency. He would rather consumers gravitate toward the produce and vegetable section at the grocery store for their fiber needs.<\/p>\n<p>The U.S. government&#8217;s newly released dietary guidelines also urge people to prioritize &#8220;real food,&#8221; including &#8220;fiber-rich whole grains,&#8221; as well as curtail their intake of highly processed foods.<\/p>\n<p>&#8220;What I&#8217;ve taught clients for a long time is to eat a pile of vegetables the size of your head every day,&#8221; Kreigler told CNN. &#8220;The irony is most of the foods that will help &#8216;fibermaxxing&#8217; don&#8217;t even have labels, and you have to go get them fresh.&#8221;<\/p>\n<p>\n                                    The Key Takeaways for this article were generated with the assistance of large language models and reviewed by our editorial team. The article, itself, is solely human-written.\n                                <\/p>\n","protected":false},"excerpt":{"rendered":"NEW YORK CITY \u2014 Move over, protein. Fiber is on pace to be the next &#8220;it&#8221; nutrient of&hellip;\n","protected":false},"author":2,"featured_media":264234,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[72,3013,3012,426,103,3014,61,60,150,166,342,43,446,700,3015,112,904,3011,3016,767],"class_list":["post-264233","post","type-post","status-publish","format-standard","has-post-thumbnail","category-nutrition","tag-business","tag-cars","tag-classifieds","tag-food","tag-health","tag-homes","tag-ie","tag-ireland","tag-jobs","tag-lifestyle","tag-local","tag-news","tag-nutrition","tag-radio","tag-salt-lake","tag-sports","tag-television","tag-traffic","tag-utah","tag-weather"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/264233","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/comments?post=264233"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/264233\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media\/264234"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media?parent=264233"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/categories?post=264233"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/tags?post=264233"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}