New York —
Move over, protein. Fiber is on pace to be the next “it” nutrient of the year.
Consumers — particularly Gen Z — are fixated on stomach health, leading to the “fibermaxxing” trend taking hold on TikTok.
As people try to maximize the fiber in their meals, major food companies are capitalizing on the trend with new, fiber-focused products.
“There is a consumer need in terms of digestion and gut health.
And that’s something we’ve seen the last few years,” said Sherry Frey, health and wellness thought leader at NIQ.
The younger generation, she added, understands that digestive health is linked to better skin and improved cognitive function. (CNN)
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