New York/Chicago — Move over, protein. The latest health trend captivating consumers and food giants alike is fiber, as a growing focus on gut health and the viral social media concept of "fibermaxxing" propel the nutrient into the dietary spotlight for 2026. With the vast majority of Americans failing to meet daily requirements, companies from PepsiCo to Coca-Cola are racing to launch new high-fiber products, betting it will be "the next protein."

The shift is data-driven. Mintel reports that 22% of U.S. consumers now rank high fiber as a top-three shopping priority, up from 17% in 2021. Research firm Datassential found 54% of consumers are interested in high-fiber foods, a figure that jumps to 60% among Gen Z. This momentum landed fiber on Whole Foods Market's top trends list for the coming year, signaling a major market transition.

From "Sleepy Nutrient" to Strategic Priority

Food and beverage giants are making significant bets. PepsiCo CEO Ramon Laguarta declared fiber a forefront goal, with plans to launch Smartfood Fiber Pop and SunChips Fiber in February. Coca-Cola has introduced a prebiotic soda, and Nestlé unveiled a fiber-rich shake for adults on GLP-1 medications. This industry-wide strategic pivot responds to consumer demand for holistic wellness, moving beyond single-nutrient fixation.

"Consumers are starting to understand that fiber is the benefit they need," Laguarta said. The trend is partly fueled by the gut health craze and the understanding that fiber acts as a "street sweeper" for the body. Unlike past associations with aging, modern "fibermaxxing" emphasizes obtaining diverse fiber from whole foods like beans and legumes, aligning with a desire for natural, functional nutrition.

A High-Stakes Market Evolution

The rise of fiber represents more than a fleeting fad; it's an evolution in the competitive health food ecosystem. After years of protein dominance, the market is expanding to embrace complementary nutrients that support digestive wellness and satiety—the latter being a key reason some compare its effects to weight-loss drugs. For major corporations, successfully integrating fiber into mainstream snacks and beverages is a high-stakes innovation race to capture the next wave of health-conscious spending.

For consumers like content creator Naomi Aganekwu, the shift is personal and preventative. "There's a lot that you can do... that can directly impact your chances of developing critical diseases," she said. As awareness grows, fiber's journey from overlooked nutrient to central dietary pillar is poised to redefine product shelves and eating habits, marking a significant and lasting strategic dietary shift.