Fiber Emerges as the Next Big Food Trend in America

U.S. consumers who have had their fill of finding protein added to everything from cereal to ice cream are about to meet the next big food fad: fiber.

Americans have been boosting their protein intake for years, with brands from Pop-Tarts to Starbucks jumping on the protein-enhancement bandwagon. But according to market research firm Mintel, products promoted with high or added fiber have seen a significant uptick in the U.S. market this year. Social media has amplified this trend, with hundreds of videos celebrating dietary fiber’s benefits and sharing recipes for increasing consumption.

The phenomenon has even earned its own term: “fibermaxxing,” which refers to the practice of trying to meet or exceed the recommended daily fiber intake.

“I think fiber will be the next protein,” PepsiCo CEO Ramon Laguarta recently told investors, noting that “consumers are starting to understand that fiber is the benefit that they need.”

Understanding Fiber’s Health Benefits

Unlike muscle-building protein, fiber lacks the same glamorous appeal. As a carbohydrate found in plants that the body cannot break down, it plays a crucial but less discussed role in health.

“Folks don’t want to talk about it at a dinner party,” explains Debbie Petitpain, a registered dietitian nutritionist and spokeswoman for the Academy of Nutrition and Dietetics.

Fiber comes in two main varieties. Soluble fiber dissolves in water and forms a gel-like substance that feeds gut bacteria. Foods like oats, peas, beans, apples, and carrots are rich sources. Insoluble fiber, which doesn’t dissolve in water, helps move food through the digestive system and is found in whole wheat flour, popcorn, wheat bran, nuts, green beans, and potatoes.

The health benefits of fiber are well-documented. Studies show it lowers cholesterol, regulates blood sugar, and promotes weight loss since high-fiber foods tend to increase satiety. The American Heart Association notes that fiber may also protect against heart disease, diabetes, diverticulitis, and colon cancer.

Petitpain suggests that the renewed interest in fiber might be partially linked to the rising use of GLP-1 weight loss medications, which naturally slow digestion. Fiber can help prevent the constipation that sometimes accompanies these drugs. She also noted that fiber has experienced similar popularity surges when consumers sought relief from symptoms associated with high-fat diets like Atkins or keto.

Meeting Daily Fiber Requirements

Most people in Western countries could benefit from increased fiber intake, according to Sander Kersten, director of the Division of Nutritional Sciences at Cornell University. This is largely because Western diets typically contain inadequate amounts of vegetables, fruits, and whole grains.

The U.S. Department of Agriculture recommends adults aim for 14 grams of fiber for every 1,000 calories consumed, translating to approximately 25 grams daily for women and 38 grams for men. However, Petitpain points out that Americans generally consume only about two-thirds of these recommended amounts.

For perspective, a cup of raspberries contains 8 grams of fiber, while a banana provides 3.2 grams. Half a cup of avocado delivers 5 grams, and a cup of lima beans packs 13.2 grams. Fiber One, a popular bran cereal, contains an impressive 18 grams per 2/3-cup serving.

Strategies for Increasing Fiber Consumption

Kersten emphasizes that long-term studies demonstrating fiber’s benefits have focused on whole foods rather than packaged products with added fiber. “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,” he cautions. “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.”

Whole foods provide additional benefits beyond just fiber, adds Petitpain. For example, an apple contains 4.8 grams of fiber along with water, vitamins, and minerals.

The Mayo Clinic offers several recommendations for increasing fiber intake:

• Choose breakfast cereals with at least 5 grams of fiber per serving, topped with sliced bananas or berries
• Select breads with at least 2 grams of fiber per serving and experiment with other grains like brown rice, whole-wheat pasta, and quinoa
• When baking, substitute whole-grain flour for white flour and add wheat bran to muffins and cookies
• Aim for five or more servings of fruits and vegetables daily, choosing fruit canned in juice rather than syrup and low-sodium canned vegetables

Cautions About Rapid Fiber Increases

While there’s no defined upper limit for fiber intake, Kersten notes that rapidly increasing consumption can cause uncomfortable gas and bloating.

Petitpain recommends a gradual approach to increasing fiber, accompanied by 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,” she explains.

People with certain dietary restrictions should be particularly careful about their fiber intake. Those sensitive to gluten or allergic to ingredients like soy, shellfish, or psyllium husk should scrutinize labels on foods with added fiber, as these may contain problematic ingredients.

More fundamentally, Kersten questions the trend of focusing on single nutrients like protein or fiber. “We don’t need nutrients, we need foods,” he emphasizes. “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.”