Protein is so last year. Why fiber is the next big thing

CNN • January 25, 2026 • health

Key Points:

The "fibermaxxing" trend, popular among Gen Z on TikTok, emphasizes maximizing fiber intake for improved digestive health, skin, and cognitive function, prompting major food companies to launch fiber-focused products.
Research shows 52% of consumers are interested in fibermaxxing, and 42% perceive high-fiber foods as healthier, with fiber emerging as the next major wellness trend after hydration and protein.
Companies like PepsiCo and McDonald’s are expanding fiber-enriched offerings, including fiber-added sodas and snacks, while grocery stores like Aldi and Walmart introduce more affordable private-label fiber products.
Experts recommend consuming 25-35 grams of fiber daily, ideally from whole foods like vegetables and whole grains, cautioning