Fiber wellness trend surges on social media

Dietary fiber has transitioned from a traditional health remedy to a viral wellness symbol on platforms like TikTok and Instagram. According to trend analytics platform Spate, content mentioning fiber has increased nearly 300 percent year-over-year on Instagram, while fiber-based beverages have seen a popularity surge of over 430 percent.

This trend, often referred to as ‘fibermaxxing,’ is driven by influencers and celebrity endorsements. Kylie Jenner has promoted Foodology’s ‘cutting jellies,’ generating over 21 million TikTok views, while Alix Earle has featured Physician’s Choice gummies. Other notable figures include Alan Lin, founder of Liquid+, who has built a following as ‘Fiber Daddy,’ and BelliWelli co-founder Katie Wilson, who promotes rituals like ‘internal showers’ using chia seeds.

While the social media hype focuses on aesthetic and lifestyle integration, nutritional experts note that fiber is essential for regulating digestion and blood sugar. The global dietary fiber market, valued at approximately $8 billion in 2023, is projected to reach $15 billion by 2030.