Why Fiber Is Becoming America’s New “Protein”

A New Nutritional Trend Takes Off

Fiber is having a moment. After years of protein-packed everything—from bars to breakfast cereal—food companies are shifting their focus toward fiber as consumers seek better digestion, healthier weight management, and gut-friendly foods. New market data shows a surge in fiber-promoted products on grocery shelves, boosted by the rise of “fibermaxxing,” a social-media trend encouraging people to meet their daily fiber goals.

PepsiCo CEO Ramon Laguarta recently predicted that “fiber will be the next protein,” noting consumers are finally tuning in to its benefits.

What Fiber Actually Does

Fiber isn’t glamorous, but it’s powerful. As a plant-based carbohydrate that the body can’t digest, it plays a key role in digestive health, blood sugar stability, and cholesterol reduction. Dietitians note that fiber comes in two forms: soluble fiber—found in apples, oats, and beans—which dissolves in water and feeds beneficial gut bacteria, and insoluble fiber—found in whole grains and nuts—which keeps food moving through the digestive tract.

Research shows fiber increases fullness, supports healthy weight loss, and may lower the risk of heart disease, diabetes, and colon cancer.

Why Demand Is Growing

Experts say interest in GLP-1 weight-loss drugs may be fueling fiber’s rise. Because these medications slow digestion, fiber helps prevent common side effects like constipation. Yet despite the enthusiasm, most Americans still fall short—getting only about two-thirds of the recommended daily amount.

Nutritionists caution consumers not to rely too heavily on fiber-fortified processed foods. Long-term health benefits have been linked primarily to whole foods such as fruits, vegetables, whole grains, beans, and nuts.