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Fiber and protein consumption trends rise in US grocery shopping
A growing dietary trend known as 'fibermaxxing' is gaining traction on social media, reflecting a shift toward higher fiber consumption to support gut health. Microbiome scientists, including Jens Walter of University College Cork, note that modern diets have often lacked sufficient fiber, which can disrupt the microbiome and increase the risk of chronic diseases such as diabetes, colorectal cancer, and inflammatory bowel disease. Studies suggest that 95 percent of Americans do not meet recommended fiber intake levels.
Data from Instacart supports this shift in consumer behavior. In the first half of 2026, searches for 'fiber' on the platform increased by 26.4 percent year over year, while 'protein' searches rose 12.7 percent. The report indicates that high-protein and high-fiber items are increasingly dominating grocery baskets, with significant growth seen in categories like canned sardines, Greek yogurt, and various plant-based fiber sources like sweet potatoes and edamame. This trend is partially attributed to health-conscious shopping habits and the rise of GLP-1 medications, which encourage users to prioritize protein and digestive health.
Entities
Harvard University · Instacart · Jens Walter · Mayo Clinic · University College Cork
Claims
What the coverage asserts, and how many sources carry each claim.
- [● 4 SOURCES] Disrupting the microbiome can lead to an increase in chronic diseases. republicmonitor.com · pontevedrarecorder.com · kioncentralcoast.com · kesq.com
- [○ 1 SOURCE] Canned sardines saw a 51 percent year-over-year growth in share of items sold on Instacart. theshelbyreport.com
- [○ 1 SOURCE] Instacart searches for 'fiber' grew 26.4 percent year over year in the first half of 2026. theshelbyreport.com
- [● 4 SOURCES] Fiber and its associated microbes may protect against colorectal cancer, diabetes, and inflammatory bowel disease. republicmonitor.com · pontevedrarecorder.com · kioncentralcoast.com · kesq.com
- [○ 1 SOURCE] Instacart searches for 'protein' rose 12.7 percent year over year in the first half of 2026. theshelbyreport.com
- [● 4 SOURCES] Approximately 95 percent of Americans do not consume enough fiber. republicmonitor.com · pontevedrarecorder.com · kioncentralcoast.com · kesq.com