The Fiber Trend Is Good for the Category – The Industry’s Response Should Be Too
By Steve Imgrund, LDN, Marketing and Communications Lead, GPA The conversation around fiber has shifted. Terms like fiber maxxing and fiber layering, which originated in wellness communities on social media and became popular through 2025 and into 2026, indicate a significant shift. Consumers are increasingly recognizing the importance of fiber, asking about where it comes from, and often making healthier dietary choices because of it. At GPA, we view this as a net positive. Fiber intake in the United States remains significantly below recommended levels, and any cultural momentum that moves the needle on that gap is a step in the right direction. Unlike previous fiber trends that largely pulled from broad health claims about regularity and heart health without strong mechanistic research, this one is backed by a significant body of science that connects gut microbiome activity to metabolic health, immune function, and the gut-brain axis. The
