The recently published Dataessentials 2026 Food Trends Report finds more than half of American consumers are interested in high-fiber foods and drinks. For Generation Z, interest jumps to 60%, driven by concerns for whole body wellness and social media trends.
Once ignored and uncool, fiber is now Gen Z’s wellness weapon, fueling gut health, balance and a new kind of food confidence. Photo credit: Depositphotos.
For decades, dietary fiber was the ultimate nutrition wallflower. It was the unsexy afterthought of the food world, mostly associated with bland bran flakes and medicinal supplements for seniors. But now, thanks to several viral fibermaxxing posts and challenges on TikTok, fiber is the belle of the ball.
Young consumers drive a growing interest in wellness. In a 2025 survey, 79% of Gen Z and millennials polled said wellness is important to them, with more than one in three planning to spend more on coaching and therapy. That same Dataessentials study finds 52% of those polled wanted to try fibermaxxing, once they understood what it was.
Packed with power
While the recommended daily intake of fiber for adults is between 25 and 30 grams, depending on age and sex, anecdotal data indicates most adults ingest about half of that, no more than 15 grams each day. That’s a problem. Despite the prevalence of protein in the new food guidelines published by the federal government, doctors say a high-fiber diet is healthier than focusing on protein or any individual food group alone.
For decades, fiber was seen as something for older generations; a dietary supplement or food additive mature people need more of to keep their digestive cycle regular or manage cholesterol and diet. Metamucil, Benefiber, Grape-Nuts and Fiber One were for folks over 50, not under 30.
But adequate fiber is essential for all ages. Fiber is a prebiotic that promotes the growth of beneficial gut bacteria. Soluble fiber slows the absorption of glucose, which regulates blood sugar levels, making it especially helpful for people at risk of Type 2 diabetes.
Natural fiber also aids your body in other important ways: it reduces cholesterol and the risk of heart disease. And yes, it makes weight management easier because fiber makes you feel full faster, for a longer time. And for the thousands trying out GLP-1 drugs, fiber increases their effectiveness and helps alleviate their chief side effect, constipation. Fiber can even trigger naturally occurring GLP-1s in your body.
While capsules and powders can increase fiber, the best way to fill up is with snacks like a black bean veggie dip. Beans are one of the most fiber-dense foods, and this recipe is easy to make, delicious, snackable and very shareable.
Social media sensation
Young consumers now treat fiber as a high-performance tool for everything from clear skin to steady energy. While most Americans have spent years stuck at a measly 15 grams of fiber per day, this new wave of shoppers is determined to smash the recommended 25 grams for women and 38 grams for men.
Fibermaxxing takes the recommended daily allowance to the next level. The hashtag fibermaxxing has racked up 160 million+ views on TikTok and Instagram. The idea behind #fibermaxxing is to meet or exceed that recommended quotient of daily fiber.
And unlike so many social media trends of recent years, market analysts say this fiber gold rush is fueled by a generation that is moving away from quick fixes and toward preventative, gut-first health. Creators reframe legumes and seeds as aesthetic staples for longevity and blood sugar control. Further, 42% of shoppers now think food labeled high fiber is healthier.
Retail data confirms the sensational results. Old-school staples like prunes, prune juice, All-Bran, chickpeas and spelt are sliding off the shelves, with younger buyers leading the charge.
Generation redefined
As digital natives, Gen Z has more access and exposure to information than any generation. That includes more data about health and wellness at a much earlier age than their parents. While baby boomers look to wellness to restore, Gen Z sees it as essential to maintain and grow a healthy lifestyle. Like millennials, Gen Z are more likely to prioritize eating healthy and getting regular exercise, mental health and managing stress.
Nearly half of adult Gen Z follow food and beverage trends on social media, and 42% use social media to share their opinions regarding food with their peers. Platforms are utilized as search engines for health advice, cooking videos and recipes.
It may seem strange to picture fiber as a comfort food. But for Gen Z, fiber may even be less about digestion and more about emotional reassurance and self-regulation.
In an increasingly anxious world, Gen Z turns to fiber as a means of quiet control. Gen Z faces economic stress, climate anxiety and burnout at young ages. Meanwhile, fiber offers predictability in their bodies and routines when everything else feels unstable. Fiber is measurable, evidence backed and tangible. You eat it, you feel the effects. No detoxes, no biohacking jargon. That makes fiber appealing as a small, controllable health lever in a chaotic world.
Pros and cons
As stated earlier, fiber lowers LDL, also known as the bad cholesterol in your bloodstream, reducing the risk of heart disease. Further, a high-fiber diet has been linked to a lower risk of certain cancers, particularly colon cancer.
“As a busy mom, fiber feels less like a health trend and more like a survival tool. If I’m going to chase a toddler all day, I want meals that actually keep me full, energized and feeling good,” shares Bella Bucchiotti at xoxoBella. “Fiber just makes everyday food work harder for you.”
For the best digestion, medical professionals recommend a balanced diet that includes soluble fiber, which absorbs water as it moves through you, and non-soluble fiber, which stays roughage, keeping you regular. Broccoli brings both soluble and insoluble fiber, making a broccoli pesto a healthy topper for chicken or pasta.
As helpful as fiber is, experts warn there are some downsides, especially to fibermaxxing. Ingesting too much fiber, too rapidly, can lead to bloating, cramping and constipation, especially if you’re not drinking enough water.
Nutrition scientists are encouraged by the trend but offer cautions. An overfocus on fiber can lead to neglecting other important nutrients. Pumping up your fiber intake can interfere with your body’s ability to absorb other essential biomolecules. Quickly devouring too much fiber can block the absorption of macronutrients like protein and micronutrients like iron, which support body function and muscle repair.
“The culture will go round and round cutting out or emphasizing a particular group of foods, only to change it in a few years,” explains Shirley Billigmeier, author of “Inner Eating.” “It’s a cycle that will never end until we return to our own eating boundaries. To recapture the joy of eating and the joy of living in your own body without storage can only happen when one returns to one’s natural eating boundaries.”
Finishing strong
Adding fiber to your diet doesn’t have to be difficult. You don’t have to turn into Grandma with a bran muffin for breakfast every morning. You can munch on some pumpkin seeds, add beans to your Texas chili or eat your baked potato skin and all. Lentils are a powerhouse, adding 15-16 grams of fiber per cooked cup in this spicy, hearty slow cooker red lentil stew. Unpeeled apples, peaches and pears also add some fiber to your diet.
Even if you don’t make it to the level of fibermaxxing, increasing your fiber intake even a little past the 15 daily grams most folks eat will help improve your overall health. And if you do decide to go for it all, just remember to drink plenty of water along with it.
Kristin King is the creator of Dizzy Busy and Hungry, where she has been sharing practical, family-friendly recipes and budget-friendly cooking tips since 2013. She is also the author of “Dinner Time Sanity Saver Cookbook,” offering stress-free meal solutions. Kristin lives in New Jersey with her husband, two sons and four cats, balancing her corporate career with her love of cooking and the outdoors.
Disclaimer: These statements have not been evaluated by the Food and Drug Administration. The contents of this article are for informational purposes only and do not constitute medical advice. The content presented here is not intended to be a substitute for professional medical advice, diagnosis or treatment. Always seek the advice of a qualified healthcare provider with any questions you may have regarding a medical condition or dietary changes. Reliance on any information provided by this article is solely at your own risk.
The post The unglamorous nutrient suddenly winning the hearts of Gen Z appeared first on Food Drink Life.
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