Is fiber poised to surpass protein as a top nutrient?

According to the International Food Information Council (IFIC), fiber is just behind protein as a nutrient Americans are actively trying to consume.¹ According to IFIC’s Food & Health Survey, 64% of respondents said they were trying to consume fiber in their diet. This is an increase compared to the previous year’s survey, in which 54% of respondents said the same. Like protein, fiber has a so-called “healthy halo,” which means that consumers recognize the ingredient as healthy and are therefore encouraged to buy and eat foods rich in fiber or carrying a fiber content claim. There was even a dietary TikTok trend related to fiber consumption, called “fibermaxxing,” in which increase their fiber intake aiming to get 30-40 grams of fiber per day.² While consumers should not necessarily be encouraged to overconsume fiber, it demonstrates the huge potential this ingredient has. Despite this progress, adoption has been somewhat slow.

According to Mintel, focus on protein content claims has led to missed opportunities despite a global fiber gap and well-established health benefits.³ According to the Mayo Clinic, American adults consume and average of 15 grams per day of fiber, which is only about half of the recommended dietary intake.⁴ Women under the age of 50 should be consuming 25 grams of fiber per day and men under 50 should be consuming 38 grams per day. Only about 5% of the population meets these recommendations.⁵

Some of the challenges that may explain fiber’s slow adoption, says Mintel, are the less tangible benefits, perception issues, and a knowledge gap. Fiber’s digestive and satiety benefits are less immediate and less apparent compared to protein, for example. Long-term benefits are a harder sell. Similarly, fiber-rich food doesn’t always have the best connotation, often viewed as bland, and therefore less appealing. Essentially, consumers aren’t as knowledgeable about fiber as they think they are, or should be. That would explain why despite the perception of fiber as healthy and the desire to consume more fiber, consumption is not sufficient. They may not even realize just how much they need to consume in a day. Part of the challenge is communicating fiber’s benefits, notes Mintel, particularly about the different types of fiber that may benefit them. Therefore, a focus on highlighting complementary benefits of fiber, such as weight management, and blood sugar control may be beneficial.

For example, one 2019 study found that fiber intake promoted weight loss and dietary adherence in adults on calorie-restricted diets.⁶ Additionally, the association between weight loss and fiber intake did not vary based on macronutrient intake or levels of dietary adherence, though changes in fiber intake were strongly associated with adherence to macronutrient prescriptions. Fiber is well known for its role of promoting satiety, reducing appetite and energy intake. This may aid not only in the achieving weight loss, but also the ability to adhere to diets because one might be less prone to caving into cravings.

Mintel also notes that increasing fiber too rapidly may cause some negative side effects such as bloating, gas, and cramps, which can have the potential hurt fiber adoption, and may become an unintended consequence of the “fibermaxxing” trend. Fiber consumption should be encouraged responsibly, leading to gradual increases that promote long-term benefits. Hydration may be complementary trends, says Minterl, since healthy hydration encourages fiber to move through the digestive tract, and 39% of consumers are already concentrating more on hydration, compared to the previous year.

References

1. International Food Information Council. 2025 IFIC Food & Health Survey: A Focus On Dietary Guidance & Labeling. August 2025. https://ific.org/research/food-and-health-focus-on-dietary-guidance/
2. Cross, G. Is the latest trendy diet actually healthy? Dietitians talk 'fibermaxxing.' USA Today. July 31, 2025. https://www.usatoday.com/story/life/health-wellness/2025/07/31/fibermaxxing-diet-trend-fiber/85426243007/ (Accessed 2025-10-16).
3. Mattucci, S. The Rise of Fiber: How Brands Can Win with the Next ‘Must-Have’ Nutrient. Mintel. September 15, 2025.https://www.mintel.com/insights/food-and-drink/rise-of-fiber-how-brands-can-win/ (Accessed 2025-10-16).
4. Bonde, M. Filling the fiber gap. Mayo Clinic. May 1, 2023. https://communityhealth.mayoclinic.org/featured-stories/fiber (Accessed 2025-10-16).
5. Quaglani, D.; Felt-Gunderson, P. Closing America’s Fiber Intake Gap. Am J Lifestyle Med. 2016, 11 (1), 80-85. DOI: 10.1177/1559827615588079
6. Miketinas, D.C.; Bray, G.A.; Beyl, R.A.; Ryan, D.H.; Sacks, F.M.; Champagne, C.M. Fiber Intake Predicts Weight Loss and Dietary Adherence in Adults Consuming Calorie-Restricted Diets: The POUNDS Lost (Preventing Overweight Using Novel Dietary Strategies) Study. The Journal of Nutrition. 2019, 149 (10), 1742-1748. DOI: 10.1093/jn/nxz117