Cases of Pepsi soda are displayed at a Costco Wholesale store on Nov. 13, 2025 in Simi Valley, California. Kevin Carter | Getty ImagesOne of this year’s top food trends is facing some tough competition.Protein captivated consumers and food companies in 2025, but fiber is increasingly stealing the scene as people place an increasing emphasis on promoting gut health.It’s taken hold on social media, where “fibermaxxing” — or the concept of increasing fiber intake through whole foods like fruits and legumes — has seen thousands of posts.”Fiber is finally getting a spotlight, which is a great thing because it’s a nutrient that people need,” said Stephanie Mattucci, principal strategist at food research company Mintel.Currently, 90% of women and 97% of men in the U.S. are not meeting their daily fiber requirements, Mattucci said. For most Americans, that recommended range usually falls somewhere between 25 grams and 38 grams of fiber per day, she added.But more people are beginning to take notice of those gaps.According to Mattucci, 22% of consumers in the U.S. said high fiber content was one of their top three important factors when shopping for food — up from just 17% in 2021.Wall Street’s companies are taking note, too. On an earnings call with analysts in October, PepsiCo CEO Ramon Laguarta said fiber was emerging at the forefront of the company’s product goals as it looked ahead to 2026.”I think fiber will be the next protein,” Laguarta said. “Consumers are starting to understand that fiber is the benefit that they need. It’s actually an efficiency in U.S. consumers’ diets, and that will be elevated.”In February, the company is going a step farther and plans to launch Smartfood Fiber Pop, featuring six grams of protein per serving, and SunChips Fiber, incorporating fiber variants like whole grains and black beans, Pepsi’s chief science officer, Tara Glasgow, told CNBC exclusively.Smartfood Fiber Pop and Sun Chips Fiber snacks.Source: PepsicoAnd there’s a reason companies are broadening their offerings. Research firm Datassential found that fiber is on track to be the “next big health trend following on the heels of protein” in its 2026 trends report.Of the consumers the firm surveyed, 54% said they are interested in foods and beverages that are high in fiber. That number is even higher — reaching 60% — among members of Generation Z, who are pioneering the “fibermaxxing” trend on social media.And 42% of consumers said they believe the attribute of “high fiber” on a nutrition label of any food or beverage product is imp …
