Fibermaxxing: The New Health Trend Transforming America’s Diet

"Fiber will be the next protein."
— PepsiCo CEO Ramon Laguarta

A social media trend known as "fibermaxxing"—which promotes increased dietary fiber consumption—has gained attention from health experts, consumers, and major food companies. The trend coincides with persistent data showing that the majority of Americans do not meet recommended daily fiber targets.

The Fiber Gap

Recommended Intake vs. Reality

Health authorities recommend a fiber intake of 14 grams per 1,000 calories consumed, equating to approximately 25 to 38 grams daily for adults. According to 2020 U.S. government data:

• Over 90% of women and 97% of men do not meet these guidelines.
• Current average daily intake is estimated at 10 to 15 grams.
• Only approximately 1 in 10 Americans achieve the recommended levels.

The Health Benefits of Dietary Fiber

Adequate fiber consumption is associated with a reduced risk of several serious health conditions, including:

• Obesity
• Cardiovascular disease
• Type 2 diabetes
• Some forms of cancer, particularly colorectal cancer

Fiber aids in blood sugar management and serves as fuel for gut microbes, which play a role in immune function and mood regulation. Industry observers have noted that fiber can trigger a naturally occurring GLP-1 hormone, which is linked to appetite suppression.

Consumer Interest and Industry Response

Dataessential, a food and beverage research firm, reported that 52% of consumers expressed interest in "fibermaxxing," and 42% perceive products labeled as "high fiber" as healthier.

Thrive Market, an online supermarket, reported a 30% increase in fiber-related search terms for snacks, bars, and supplements over the past year.

Major Food Companies Take Notice

Several major food companies have announced plans to develop fiber-enhanced products:

• PepsiCo has introduced Pepsi Prebiotic Cola and plans to release fiber-enriched versions of SunChips, Smartfood popcorn, and Propel hydration packets.
• McDonald's CEO Chris Kempczinski predicted fiber would be a significant trend in 2026.

Retailers Join the Movement

Private label brands from retailers including Aldi and Walmart are expanding their wellness lines with fiber-enhanced products offered at lower price points. Whole Foods' 2026 forecast indicates an increase in fiber-forward product labeling.

Expert Recommendations and Precautions

The Whole Foods Approach

Health professionals recommend obtaining fiber from whole plant foods rather than supplements, as these sources provide additional nutrients including antioxidants and vitamins. Experts advise consuming a variety of fiber sources—such as fruits, vegetables, legumes, and whole grains—to support diverse gut microbes.

A study linked eating more than 30 plant-based fiber sources per week to increased health-promoting gut microbes.

How to Increase Fiber Safely

Experts recommend gradually increasing fiber intake to minimize digestive discomfort, including bloating and gas. Adequate water intake is advised to facilitate fiber passage through the digestive system.

Paul Kriegler, a registered dietitian and senior director of nutritional products for Life Time Fitness, stated that while the recommended daily intake is 25 grams for adult women and 35 grams for adult men, prepackaged products may not be the optimal solution. He encourages consumers to prioritize whole foods.

Important Precautions

• Individuals with conditions such as irritable bowel syndrome (IBS) or Crohn's disease are advised to consult a physician before increasing fiber intake.
• Extremely high consumption—such as 70 to 90 grams daily—can cause adverse effects for those unaccustomed to it.
• Health professionals recommend meeting daily fiber targets rather than exceeding recommended levels.