Fibre has always been an essential part of diets: but one that has been easily relegated and forgotten. Unlike protein (associated with strength), or collagen (associated with beauty), fibre has always held a less glamourous place in people’s consciousness.
Until now.
Fibre in 2026 has become one of the hottest trends. Fibremaxxing is in vogue: as people turn their attention to fibre as a key nutritional component of their diets. That means tracking intake, rethinking dietary choices, and searching out fibre-fortified products.
In a market where gut health has already becoming mainstream, fibre is set to be the next evolution of the functional drinks trend.
Fibre is the new protein
Protein has been in hot demand for years: but the reality is that most consumers already get all the protein they need.
Not so with fibre: where most adults fail to reach the daily recommended intake.
One of the main reasons for this is that fibre-rich foods are no longer the integral part of diets: wholegrains, vegetables and legumes making way for processed convenience foods.
But that’s now changing: as people increasingly recognise the importance of fibre in their diets.
And the beverage industry is tapping into this opportunity.
Fibre force
Fibre helps people stay at a healthy weight and lower the risk of diabetes, heart disease and some types of cancer.
Bowel cancer rates are soaring in under 50s: one suggested factor being that people now eat too little fibre in modern diets.
There's also a rise in interest in the gut microbiome - an area that research increasingly shows affects everything from digestion to mental health. And fibre is a huge part of gut health.
The global fibre fortified beverages market was valued at $3.43bn in 2025: but is expected to grow at a CAGR of 7.8% up to 2034.
In beverages, fibre has not always been a natural fit: a key nutrient in fruit and vegetable juices, but not much beyond.
But now, the demand for fibre is in full force: and beverage brands are taking note;.
“Fibermaxxing is the latest wave in wellness culture,” explained Betty Kaufman, strategy director at US food and beverage innovation agency, The Culinary Edge.
“With fibermaxxing, we’re seeing a shift in how consumers approach gut health: fiber consumption is no longer just a feel-good ritual, but a deliberate, intentional practice. It borrows the logic of the protein movement and applies it to fiber, emphasizing measurable benefits and purposeful intake.”
Back in favour: Fruit juice
Fibre has flipped the fortunes for fruit juice. For the last decade, fruit juice has struggled against concerns over its sugar content. Now, the category is putting fibre centre stage - and fruit juice is back in favour.
But innovation goes beyond this: opening up the opportunity for everything from fibre-fortified coffee to fibre soda.
Fibre soda is a key case in point: gut health brands Olipop (6g-9g per can of plant-based, prebiotic fibre) and Poppi (3g of fibre per can from cassava root fibre and agave inulin) have already created the base for this market.
These brands haven’t pushed fibre as their key selling point: but they’ve pushed the idea of gut health into the mainstream soda market.
But now the next generation of better-for-you soda is now embracing that fibre messaging. Now, this category is set to emulate the success of protein soda with a whole new ‘fibre soda’ category.
While the messaging of today’s brands sees the emphasis still shifts between gut health and fibre, the fibre message is now emerging much more strongly.
There’s Fibe (’good for you fizzy drinks with added fibre’), Hip Pop’s Fibre Fizz, and The Gut Stuff’s Fibre Pop.
Now, more and more brands are putting the emphasis on fibre. For many consumers, the term ‘fibre’ has always been more approachable: much easier to understand than ‘prebiotic’ or ‘probiotic’ or ‘microbiome’.
And as the fibremaxxing trend continues to boom, it’s only going to get more prevalent as a term.
Fibre to the max
It's not just about calling out fibre content. It's also about telling consumers how much is in each can. “Fibermaxxing is dosage-conscious and goal-oriented,” notes Kaufman.
From snacks to soda
Fibre, traditionally, has been the domain of whole grain snacks or healthy carbs.
The attraction with fibre soda is that it puts fibre - something consumers want - into a really easy format that’s already in their daily lives.
But that also comes with a catch: fibre is not the most instinctive fit for soda and the category still needs to work hard to convince consumers of its merit.
“Fiber naturally earns consumer trust in foods where texture reinforces its benefits,” says Kaufman. “Think whole grains, legumes, or dense snacks. Beverages must work harder to convey the same conviction.”
But protein soda has already risen to the challenge - overcoming consumer perceptions of protein as the core domain of thick milkshakes (alongside considerable formulation challenges).
Fibre soda is next.
