How to Capitalize on the Fiber Trend

From the low-fat and low-calorie trends of the ‘80s and ‘90s, the low-carb trends of the early 2000s to today’s demand for functional foods, health trends are constantly evolving. The superstar of the recent functional food trend has undoubtedly been protein, which can now be found in nearly every product imaginable, from pasta to ice cream.

But now, consumers are turning their attention to another health need: fiber.

In fact, consumers are increasing their intake of fiber at nearly the same rates as protein. Over half of consumers (51%) say they are increasing their fiber intake, almost the same number that say they are increasing their protein intake (52%).¹

Should consumers be increasing their fiber intake? And if so, how can operators meet the demand?

Here’s everything you need to know to stay on top of the top health trend for 2026.

The case for fiber

Should we be eating more fiber? Yes.

While many health trends are widely argued about and disputed, study after study has found that very few people are consuming enough fiber. In fact, more than 90% of women and 97% of men don't meet federal guidelines for fiber intake.²

Yet the health benefits of fiber have long been clear. "The latest science suggests fiber is more consequential to our health than previously understood," reported the Wall Street Journal. "Found in fruits, vegetables, beans, whole grains and other plant foods, it fills us up and aids digestion. It lowers cholesterol and helps keep blood-sugar levels stable.²

Plus, fiber helps with satiety, or staying full, which can in turn help with weight control.³

From fiber to fibermaxxing

Consumers haven’t been getting enough fiber for years, so why are they interested now?

Part of the reason is that consumers have become increasingly interested in foods that support gut health in recent years, partly due to the focus on functional foods and new research that shows how important gut health is.

Over half (52%) of consumers say that increasing their consumption of foods and beverages specifically for gut health is important to them in 2026.¹

Another reason is the rise of GLP-1s. Because fiber naturally increases the GLP-1 hormone in our bodies, it has sometimes been given nicknames like “nature’s Ozempic®". Studies have shown that foods rich in fiber not only boost GLP-1 production, but the effect lasts for hours, keeping someone full for long after they eat, even until their next meal.⁴

All of this focus on the benefits of fiber have led to a related trend: fibermaxxing. While there is no single definition, the social media-friendly term generally refers to going all-in on fiber consumption, aiming to meet and usually exceed the recommended daily intake. While still a niche trend, about 1 in 5 Gen Z consumers (21%) says they know what it is, and over half (52%) of all consumers say they are interested in practicing fibermaxxing.¹

Put it into action

For operators that want to meet consumer health demands for fiber, it’s important to first showcase the menu options that already have fiber. That may sound obvious, but while 63% of operators say they already offer items that are high in fiber, only 22% actively promote these options.¹ Signage, marketing, menu call-outs, and social media campaigns can all highlight the fiber options that are already on offer.

Fiber is a key trend across the industry, including for non-commercial operators. Consider these idea starters:

The data is clear: meeting increasing consumer demand for fiber should be a key goal for the future. Having a range of fiber-forward ingredients, including many of the options used in the recipes above (Simplot Good Grains™ Vegetable Fried Rice, Exotic Grains & Fire-Roasted Vegetable Blend, and Simple Goodness™ California Vegetable Blend) can make it easy to develop a range of new and exciting fiber options.

¹ Fiber is the New Protein, Datassential, January 2026
² Americans Don't Eat Enough Fiber. Here's Why That Worries Nutrition Experts, Wall Street Journal, May 2025
³ Chart of High Fiber Foods, Mayo Clinic, December 2025
⁴ Less Snacking, More Satisfaction: Some Foods Boost Levels of an Ozempic-Like Hormone, NPR, October 2023
⁵ Can Eating More Fiber Make Your Happier? Vogue, September 2025