The trend: 70% of US consumers say they're increasing their fiber intake through food, supplements, or both, to improve their health, according to a June Vitamin Shoppe survey of 2,000 adults by Talker Research. Vitamin Shoppe said fiber-category sales increased 20% YoY from January through May, with searches for fiber up 59%, psyllium husk up 150%, and fiber gummies up 90% on its website.

Why it matters: Fiber is becoming an everyday wellness ingredient, driven by both the growing use of GLP-1 medications and younger consumers influenced by social media health trends. General wellness was the top reason for increasing fiber intake (41%) among Vitamin Shoppe respondents, followed by digestive regularity (34%), heart health and cholesterol support (33%), weight management and fullness (32%), blood sugar support (23%), gut microbiome health (18%), and GLP-1 support (13%).

GLP-1 users are also fueling fiber demand. As more consumers use the drugs, many are prioritizing nutrient-dense foods while also managing side effects like constipation. When Starbucks introduced new protein- and fiber-rich products earlier this year, its CEO noted that GLP-1 use helped drive the decision.

Social media is influencing how younger consumers think about fiber. The TikTok "fibermaxxing" trend encourages people to reach or exceed the recommended daily amount of fiber with high-fiber foods like beans, fruits, vegetables, and chia seeds, as well as supplements like powders and gummies. A June survey by the New Consumer found that younger fiber users set goals around fiber intake: about one-third of Gen Zers (34%) and millennials (31%) have daily targets compared with 21% of Gen Xers and 9% of baby boomers.

Implications for supplement and food and beverage makers: For supplement makers, fiber is evolving beyond laxatives into general wellness, heart, and gut health. For instance, GLP-1 users and younger consumers especially see fiber gummies and flavored powders as healthy lifestyle products, not just something to take when there's a problem.

For food and beverage makers, fiber is shifting from a recommended nutrient to a front-of-packaging selling point, poised to follow protein as an ingredient consumers seek out and brands prominently market. Fiber-fortified drinks, snacks, and breakfast cereals are now read as intentional health choices. Fiber may help define what counts as a healthier choice, pushing products and menus toward more fiber-rich options.

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