Protein continues to dominate conversations, fueled by high gym attendance, weight management goals, and increased GLP-1 usage.

Especially with GLP-1 users, consumers are more concerned with maintaining muscle mass alongside weight loss (The National Academy of Sports Medicine, 2025), and protein fortification has become a baseline expectation across food and beverage categories. Americans are actively “proteinmaxxing,” and even government guidance is evolving to reflect this priority, with the traditional food pyramid being flipped to emphasize protein more heavily (NPR, 2026).

However, despite the hype, most Americans already consume more protein than the recommended RDA—while simultaneously falling short on fiber intake (Harvard, 2025). This gap represents a significant opportunity. With growing awareness of the gut-brain axis, fiber is emerging as a critical macronutrient with far-reaching benefits.

From Gut Health to Mood: Fiber Steps Into the Spotlight

The fastest-growing claim in the North American beverage market is “High/Added Fiber,” which saw 325% year-over-year growth from 2024 to 2025 (Mintel GNPD, 2025). Consumers are rapidly becoming more aware of the many benefits that fiber confers beyond a healthy digestive system. Consumer conversations around the gut-brain axis reached 1,260 conversations (+71%) (Mintel GNPD, 2025), while interest in products that improve mood generated 53,544 conversations (+30%). These trends align closely with the popularity of including fiber as an added benefit in already established products, such as Premier Protein’s recent Protein Plus Fiber launches in classic Chocolate and Vanilla, which packs 25g of protein and 7g of fiber.

While fiber fortification hasn’t yet reached the same cultural status as protein, it is steadily entering mainstream CPG categories, including pastas, breads, and yogurts like Activia Fiber. Fiber may be protein’s less glamorous cousin, but its benefits—digestive health, mood support, and metabolic balance—are just as impactful. Interest in fiber remains in its early stages in the Western hemisphere compared to Asia-Pacific markets (Mintel GNPD, 2025), but as awareness grows, fiber is poised to become the next major wellness driver.

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