Fibermaxxing takes over wellness as brands rush to add high-fiber foods

Fiber is becoming the next major wellness trend, following the rise of hydration and protein. Shoppers are increasingly searching for high-fiber snacks, bars, and supplements, with sales data showing a 30% jump in fiber-related terms over the past year. The shift is being driven by younger consumers, particularly on social media, where 'fibermaxxing' is gaining traction.

The trend is catching the attention of big food brands. PepsiCo has already expanded its soda range with Pepsi Prebiotic Cola and added fiber to SunChips, Smartfood popcorn, and Propel drink packets. Meanwhile, market analysts at Whole Foods predict that by 2026, more products will highlight fiber content on packaging, with added fiber becoming a common feature.

Medical experts recommend a daily intake of 25 grams for adult women and 38 grams for men. Beyond digestion, fiber also triggers GLP-1, a hormone that helps control appetite. This health benefit is appealing to consumers, with 52% expressing interest in trying 'fibermaxxing' after learning about it. Another 42% now view high-fiber foods as healthier options. Industry leaders are taking note. McDonald’s CEO has suggested fiber will be a major focus in 2026, hinting at possible menu changes. Major manufacturers are already rolling out new fiber-focused products, signalling that this trend is more than just a passing phase.

The push for fiber is reshaping food choices, from fast food to supermarket shelves. With nearly half of shoppers now associating high fiber with better health, brands are adjusting their offerings. The trend shows no signs of slowing, as companies and consumers alike prioritise gut health and appetite control.