Protein has gone from being a niche fitness to be a ubiquitous additive (even in Pop-Tarts). This commodification opens the door for the food and beverage (R&D) industry to need a new “supernutrient” that drives sales and justifies prices premium. The new trend points towards fiber, as a new complementary ingredient.
We’ve seen added protein found in almost everything, from cereal to ice cream, even Pop-Tarts and Starbucks sell protein-enriched products. This responds to the need of Americans who have increased their protein consumption for years, according to AP.
El auge del fibermaxxing
Today’s consumer is looking for digestive and intestinal health solutions, not just muscle ones. Fiber, with its scientifically proven benefits for the gut microbiome and the metabolic health (satiety, blood sugar control), fits perfectly with this demand for comprehensive well-being.
The number of new products promoted with high or added fiber saw a sharp rebound in the U.S. this year, according to market research firm Mintel.
Hundreds of videos on social media celebrate the benefits of dietary fiber and share recipes to help viewers consume more of it. There’s even a term for trying to meet or exceed your recommended daily fiber intake: fibermaxxing.
“I think fiber is going to be the next protein,” PepsiCo CEO Ramón Laguarta said during a recent conference call with investors. “Consumers are starting to understand that fiber is the benefit they need.”
Fiber benefits
Unlike muscle-building protein, fiber is not attractive. It is a carbohydrate present in plants that the body cannot break down. It helps feed gut bacteria and move food through the digestive system.
“People don’t want to talk about it at dinner parties,” said Debbie Petitpain, a registered dietitian nutritionist and spokesperson for the Academy of Nutrition and Dietetics.
There are two main types of fiber. Soluble fiber dissolves in water and forms a gelatinous material that nourishes intestinal bacteria. It is found in foods such as oats, peas, beans, apples, and carrots. Insoluble fiber does not dissolve in water and facilitates digestive transit. It is found in whole wheat flour, popcorn, wheat bran, nuts, green beans and potatoes.
Studies have shown that fiber reduces cholesterol levels, regulates blood sugar and promotes weight loss, since foods rich in fiber tend to make those who consume them feel more satiated. It may also protect against heart disease, diabetes, diverticulitis and colon cancer, according to the American Heart Association.
Petitpain said the increased use of GLP-1-based weight loss medications could be one reason for the renewed interest in fiber, since GLP-1 naturally slows digestion and fiber can prevent constipation. He added that fiber has seen a similar surge of interest as people seek to relieve symptoms of high-fat diets like Atkins or keto.
How much fiber do we need?
Most people in Western countries could consume more fiber because their diets are low in vegetables, fruits and whole grains, said Sander Kersten, director of the Division of Nutritional Sciences at Cornell University.
According to U.S. Department of Agriculture guidelines, adults should consume 14 grams of fiber per 1,000 calories. This equates to about 25 grams of fiber per day for women and 38 grams for men. Petitpain noted that Americans typically only consume two-thirds of that amount.
For reference, one cup of raspberries contains 8 grams of fiber, while one banana contains 3.2 grams, according to the USDA. Half a cup of avocado contains 5 grams of fiber and a cup of lima beans contains 13.2 grams. Fiber One, a bran cereal, provides 18 grams of fiber in a 2/3 cup serving.
What are good ways to increase fiber?
Kersten said long-term studies on the benefits of fiber have looked at eating whole foods and not packaged products with added fiber.
“How it is consumed as an additive and as part of a low-fiber diet may be different than a naturally high-fiber diet,” Kersten said. “You can eat a highly processed Western diet and eat fortified foods, but we don’t know if it offers the same benefit.”
Whole foods also benefit the body in other ways, Petitpain said. An apple contains 4.8 grams of fiber, as well as water, vitamins and minerals, for example.
Here are some recommendations from the Mayo Clinic for adding fiber to your diet:
- Choose a breakfast cereal with 5 grams or more of fiber per serving. Accompany it with slices of banana or red berries.
- Choose breads with at least 2 grams of fiber per serving and try other grains such as brown rice, whole wheat pasta, and quinoa.
- When baking, substitute white flour for whole wheat flour. Add wheat bran to muffins and cookies.
- Aim for five or more servings of fruits and vegetables a day. If you eat canned fruit, make sure it is in juice and not syrup, and make sure the canned vegetables are low in sodium.
Think twice before using fibermaxxing
There is no defined upper limit for fiber intake, Kersten said. But increasing your fiber intake can cause painful gas and bloating, especially if done quickly.
Petitpain said people should increase their fiber intake gradually and drink plenty of water.
“You’re giving a food to the gut bacteria, but you can’t break it down. You’re dependent on them, and if you give them a second, third, and fourth helping, there’s not enough to process the extra load,” Petitpain said.
Certain populations also need to be especially careful with their fiber intake, Petitpain said. People sensitive to gluten or allergic to foods such as soy, shellfish, or psyllium husk should read labels carefully, as some foods with added fiber contain these ingredients.
More generally, Kersten questions the tendency to focus on a single nutrient, be it protein or fiber.
“We don’t eat nutrients, we eat food. Ultimately, what we’re looking for is a healthy diet, and we should choose foods that are considered an important part of a healthy diet,” he said.
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