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Protein is so last year. Why fiber is the next big thing

PepsiCo and retailers broaden fiber-enriched products to meet gut health demand as 52% of consumers express interest in fibermaxxing, research shows.

Summary by KIFI
By Jordan Valinsky, CNN New York (CNN) — Move over, protein. Fiber is on pace to be the next “it” nutrient of the year. Consumers — particularly Gen Z — are fixated on stomach health, leading to the “fibermaxxing” trend taking hold on TikTok. As people try to maximize the fiber in their meals, major food companies are capitalizing on the trend with new, fiber-focused products. “There is a consumer need in terms of digestion and gut health, and t…

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Protein is so last year. Why fiber is the next big thing

Move over, protein. Fiber is on pace to be the next “it” nutrient of the year.

·Atlanta, United States
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CNN broke the news in Atlanta, United States on Sunday, January 25, 2026.
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