While only about 5% of Americans meet daily fiber recommendations, 64% of consumers say they are actively seeking more fiber, according to better-for-you snack brand That’s It’s 2026 Snacking Trends Report.
That gap is widening as fiber-related searches are up more than 30% year over year on Google, with social engagement surging even faster – a signal that fiber is shifting from a forgotten nutrient to a mainstream functional priority, according to data from consumer search trend data firm Spate.
Consumers increasingly gravitate toward nutrient-dense, functional foods that support satiety and digestive health – needs amplified by the rise of GLP-1 medications, which can disrupt digestion and make fiber intake more critical.
Spate’s analysis shows that fiber interest is increasingly tied to specific, problem-solving need states such as gut health, colon health and hormonal conditions, like polycystic ovarian syndrome (PCOS). This suggests a shift toward more functional framing similar to protein’s evolution over the past decade.
Whole-food snack brand That’s It’s CEO Lior Lewensztain emphasizes fiber from real fruits and vegetables is ideal over extracted or heavily fortified sources – a stance that aligns with broader consumer expectations around clean labels and minimal processing. Whole produce consumption also is encouraged in the recently released 2025–2030 Dietary Guidelines for Americans.
Spate’s findings show that consumer search interest centers on fundamentals, such as “what is fiber,” “fiber-rich foods” and “foods with fiber,” highlighting a demand for education and real-food solutions rather than niche supplementation alone.
As a result, fiber increasingly is emerging as a partner to protein in functional snacking.
“Fiber is going to reach those heights much faster than it took protein,” Lewensztain said, noting that “people are finally understanding that they do need fiber for all types of reasons.”
Spate’s data shows fiber often appearing alongside protein in consumer routines and product formats, particularly in snacks, beverages and supplements.
Brands respond with fiber-forward innovation
New product launches indicate brands are responding to the fiber revival across familiar, low-effort formats that fit seamlessly into daily routines, a key factor in how functional ingredients scale.
Barilla recently launched Protein+ Stars pasta, a star-shaped offering delivering 17 grams of protein and 10 grams of fiber per 3.5-ounce serving. The launch pairs functional nutrition with playful design, reflecting a broader lifestyle-driven approach to health, according to the company.
Want to learn more about how brands are approaching healthy snacks?
If you are interested in learning more about the evolution of healthy snacking, tune in on-demand for FoodNavigator’s Healthy Snacking Trends broadcast. The free event includes insights from industry leaders at Danone, Chobani, Lumina and The Hartman Group. Get all the details and register here: https://www.foodnavigator-usa.com/Events/healthy-snack-trends/
Baked fruit snack brand Cooper Street expanded its baked snack line with Apple Cinnamon Granola Bakes, blending real fruit with fiber-rich ancient grains such as oats, quinoa, chia seeds and flax to support gut health, satiety and blood sugar stability.
Meanwhile, whole-grain breakfast bar brand Nutri-Grain’s new Crunchy bars offer a simple entry point for fiber-forward snacking, formulated with a blend of oats, barley, buckwheat, rye and quinoa. The brand emphasizes non-GMO and free from high fructose corn syrup, artificial flavors and peanut allergens across its products.
As Spate’s data shows fiber demand being pulled forward by easy, everyday formats, brands that integrate fiber naturally, rather than positioning it as a niche or medicinal add-on, may be best positioned to benefit from fiber’s evolution.
