Americans are about to discover their next dietary obsession: fiber.
After years of protein-enhanced everything from cereal to ice cream, food companies are pivoting to promote fiber as the must-have nutrient, according to new market data. The shift comes as consumers increasingly seek digestive health benefits and weight management solutions.
Social media has even coined a term for meeting daily fiber goals: fibermaxxing.
“I think fiber will be the next protein,” PepsiCo CEO Ramon Laguarta said during a recent conference call with investors, the Associated Press reported. “Consumers are starting to understand that fiber is the benefit that they need.”
Market research firm Mintel reports a significant uptick in fiber-promoted products hitting U.S. shelves this year. Hundreds of social media videos now celebrate fiber’s benefits and share recipes for boosting intake.
Unlike muscle-building protein, fiber lacks glamour appeal. It’s a plant-based carbohydrate that the body can’t break down, helping feed gut bacteria and move food through the digestive system.
“Folks don’t want to talk about it at a dinner party,” said Debbie Petitpain, a registered dietitian nutritionist and spokeswoman for the Academy of Nutrition and Dietetics, per AP.
Fiber comes in two main types. Soluble fiber, found in oats, beans, and apples, dissolves in water and feeds gut bacteria. Insoluble fiber, present in whole wheat and nuts, helps move food through the digestive tract.
Studies show fiber lowers cholesterol, regulates blood sugar, and promotes weight loss by increasing fullness. It may also protect against heart disease, diabetes, and colon cancer.
Petitpain suggests that rising use of GLP-1 weight-loss drugs could drive renewed interest in fiber. Since these medications slow digestion, fiber can help prevent constipation.
Most Americans consume only two-thirds of the recommended fiber amounts. USDA guidelines suggest adults aim for 14 grams per 1,000 calories consumed – roughly 25 grams for women and 38 grams for men daily.
For context, one cup of raspberries contains 8 grams of fiber. A banana provides 3.2 grams, while half a cup of avocado offers 5 grams.
Sander Kersten, director of Cornell University’s Division of Nutritional Sciences, cautions against relying on processed foods that are high in added fiber. Long-term studies have examined whole foods, not fortified products.
“The way it is consumed as an additive and part of a diet that doesn’t contain a lot of fiber may be different than a naturally fiber-rich diet,” Kersten said, per AP. “You can eat a very processed, Western diet and consume foods that are enriched, but we don’t know if it confers the same benefit.”
The Mayo Clinic recommends choosing breakfast cereals with 5 or more grams of fiber per serving. Other tips include selecting breads with at least 2 grams per serving and eating five or more daily servings of fruits and vegetables.
While no upper fiber limit exists, rapid increases can cause painful gas and bloating. Petitpain advises gradual increases with plenty of water.
“You’re feeding gut bacteria a food, and you can’t break it down. You rely on them, and if you give them second, third, and fourth servings, there’s not enough of them to handle the extra load,” Petitpain said, according to AP.
People sensitive to gluten or allergic to soy, shellfish, or psyllium husk should read labels carefully. Some fiber-added foods contain these ingredients.
Kersten questions the trend of focusing on single nutrients. “We don’t need nutrients, we need foods. Ultimately, what you want to be striving for is a healthy diet, and you should choose foods that are considered to be an important part of a healthy diet,” he said.