Consumers are shifting their focus from protein to gut health by incorporating fiber into their diets, as indicated by data from GlobalData. The research revealed that a significant percentage of Gen Z and millennial consumers are actively seeking out food and beverages with high fiber content and other functional ingredients to improve their gut health.
This trend is in line with various predictions for 2025, such as Kroger Co. anticipating an increase in fiber intake among consumers, Monin Americas suggesting a preference for beverages with functional benefits like fiber, and Datassential forecasting a rise in high-fiber options on foodservice menus.
Fiber offers numerous health benefits, with consumers interested not only in improving gut health but also in boosting mood, increasing energy levels, and overall well-being. Stephanie Mattucci of Mintel notes that fiber aligns with the wellness trend and can help consumers achieve their health goals related to blood sugar, metabolic wellness, bowel regularity, and cardiovascular health.
To cater to the growing demand for fiber, food and beverage manufacturers are introducing products with clear labeling that highlights the fiber content. Marks and Spencer, for instance, launched a Nutrient Dense range of prepared meals with key nutrients, including fiber, to address the lack of fiber intake in the UK population.
In addition to food products, beverage manufacturers are reformulating drinks to include prebiotics and probiotics for gut health. PepsiCo, Lifeway Foods, and Nestle USA have all introduced functional beverages with fiber-rich ingredients. Similarly, companies like Flowers Foods and Mars Inc. have launched snack products with fiber-forward formulations.
Consumers have a variety of options to increase their fiber intake throughout the day, whether through directly formulated products or by adding fiber to existing foods. Brands like Hiya Health Products and Lentil Telepathy offer convenient ways to incorporate fiber into the diet.
Despite the benefits of fiber, many consumers are unaware of their daily fiber intake or how to increase it. The International Food Information Council (IFIC) highlighted the disconnect between the cultural hype around fiber and consumers’ understanding and actions. To address this, food and beverage manufacturers must focus on smart formulation and clear education to promote the benefits of fiber.
Overall, fiber remains a crucial nutrient for consumers, especially in light of recent dietary guidelines that emphasize protein and healthy fats. By incorporating fiber-rich foods into their diets, consumers can support their gut health, mood, energy levels, and overall well-being.