Fibermaxxing trend drives food industry reformulation

A growing consumer trend known as ‘fibermaxxing’ is driving major food and beverage manufacturers to reformulate products. According to analysts at BNP Paribas, Gen Z consumers are increasingly seeking high-fiber and high-protein diets to promote satiety, digestive health, and weight management.

The trend is being fueled in part by the rise of GLP-1 weight-loss drugs. As these medications gain popularity, there is a heightened demand for foods that support digestive health and weight management. In the United States, 52% of consumers expressed interest in ‘fibermaxxing,’ and 42% view ‘high fiber’ labels as an indicator of healthier products.

Market data indicates significant growth potential. The global dietary fiber market was valued at approximately $9.6 billion in 2025 and is projected to grow at a compound annual rate of 9.6% through 2034. Major companies, including PepsiCo and Nestlé, are already responding by placing fiber-related claims more prominently on their packaging. Additionally, fiber has overtaken probiotics in digestive-health marketing, appearing on 38% of products with such claims compared to 19% for probiotics.