Cases of Pepsi soda are displayed at a Costco Wholesale store in Simi Valley, California.
Fiber is becoming a hot topic in the food world. As people focus more on gut health, many are turning their attention to fiber. In 2025, while protein has been a favorite, fiber is stepping into the spotlight. It’s a trend fueled by social media, with terms like “fibermaxxing” gaining traction as many share tips on boosting fiber intake through whole foods like fruits and legumes.
Stephanie Mattucci, a principal strategist at Mintel, highlights the importance of fiber. Surprisingly, she notes that 90% of women and 97% of men in the U.S. aren’t hitting their daily fiber goals, which range from 25 to 38 grams. However, more consumers are catching on. A survey found that 22% of shoppers see high fiber content as key when buying food, a growth from 17% in 2021.
Companies are taking notice, too. PepsiCo CEO Ramon Laguarta stated that fiber is becoming central to the company’s future plans. “I think fiber will be the next protein,” he said. In February, Pepsi plans to launch Smartfood Fiber Pop and SunChips Fiber, both designed to incorporate more fiber into snacking.
Research by Datassential indicates that fiber is poised to be the next big health trend. They discovered that 54% of consumers are interested in high-fiber foods, a number that climbs to 60% among Gen Z. This younger generation is enthusiastically promoting fiber on social media, shaping its future importance.
The gut health craze isn’t just a fad but a necessary shift. Experts have noticed that fiber is no longer just for older adults. Angela Salas, a dietitian at UC Davis, explains that diverse fiber sources from whole foods are becoming more popular as consumers prioritize digestive wellness. Fiber can help you feel full, improve digestion, and even lower cholesterol. It’s seen as a natural way to promote health without relying on supplements.
Food companies are eagerly responding to this trend. Coca-Cola has launched Simply Pop, a prebiotic soda packed with fiber, while Nestlé has created a protein shake designed for adults on certain medications. Smaller brands, like Olipop, are also entering the fray with gut-health-focused drinks.
Pepsi’s Tara Glasgow points out that their R&D team is adapting to consumer interests in fiber. They’re not just sticking with one ingredient; they’re exploring a variety of nutritious options. By offering high-fiber products, they hope to satisfy the growing demand for healthier choices.
For individuals like Naomi Aganekwu, fiber isn’t merely a trend; it’s a lifestyle change. After actively adding fiber to her diet last year, she’s noticed significant benefits, like improved satiety and better skin health. Naomi emphasizes the importance of making thoughtful dietary choices early on to reduce the risk of diseases like colorectal cancer. Research from the National Institutes of Health indicates that a high-fiber diet can help prevent this condition.
As we embrace fiber, it’s clear that this “sleepy nutrient” is waking up and becoming a crucial part of health conversations today.
For more insights on the health benefits of fiber, you can visit the National Institutes of Health.
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