Move over protein, it’s time for fibremaxxing!

Fibre is the word on everyone’s lips as the key trend to move into the limelight for 2026, even while protein enriched food and drink still drives a lot of volume.

In terms of our diet, many people are consuming more than enough protein, while there is very low awareness of the importance of fibre and especially how much should be consumed on a daily basis to lower the risks of illness. According to ONS (UK government statistics) some 96% of consumers are not eating enough fibre. The NHS recommends adults should consume 30g of fibre per day – and most of us are only consuming 20g.

Now is the time for this much overlooked macronutrient to grab some attention and become a more central part of the diet. In addition to supporting healthy digestion and the gut microbiome (which has been shown to have positive effects on the central nervous system in addition to the gut), fibre strengthens immunity, improves cardiovascular health and diminishes the chances of serious illness including colon cancer.

Brand owners and retailers are picking up fast on this trend. New launches across multiple categories, from cereals and seeds to healthy snacking, are increasingly highlighting fibre content and using it as a selling message. Consumers are receptive as the ‘#fibremaxxing’ trend on social media is creating a real engagement, with this hashtag having 150m views and counting.

How Have Retailers Taken This News About Fibre Consumption?

Marks & Spencer has been taking a lead role in this too, citing barriers to increased fibre consumption as lack of awareness, unclear labelling and socio-economic factors. This is something they are lobbying the government about and aiming to address in their Eat Well fibre range.

Retailers will be increasingly looking for brands that can make a source of, or high fibre claim to capitalise on increasing consumer interest.

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