--- title: "\"Fibermaxxing\" Craze Forces Big Food into Reformulation Cycle" type: "News" locale: "en" url: "https://longbridge.com/en/news/296663532.md" description: "BNP Paribas analysts report that Gen Z's 'fibermaxxing' trend, driven by health awareness and GLP-1 drug usage, is forcing major food companies to reformulate products. The global dietary fiber market is projected to grow at a 9.6% CAGR through 2034. Companies like PepsiCo and Nestlé are emphasizing high-fiber claims, while suppliers such as Tate & Lyle and Ingredion are positioned to benefit from this shift towards satiety and digestive health." datetime: "2026-08-22T03:01:42.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/296663532.md) - [en](https://longbridge.com/en/news/296663532.md) - [zh-HK](https://longbridge.com/zh-HK/news/296663532.md) generator: "portal-rs" --- # "Fibermaxxing" Craze Forces Big Food into Reformulation Cycle BNP Paribas analysts say Gen Z's growing awareness of healthy, high-protein, high-fiber diets is **accelerating a reformulation cycle across the Big Food industrial complex**, as manufacturers race to make products more appealing to the youth and those on GLP-1weight-loss drugs. In a report titled "*Fiber Is the New Protein*,” BNP analyst Joan Lim said the protein craze ignited by GLP-1 adoption has been coined"**fibermaxxing**," as younger consumers seek food products promising satiety, digestive health and weight-management benefits. Consumer research firmNielsen shows**protein-rich categories have seen stronger volumes** versus junk foodcategories. The global dietary fiber market was valued at roughly $9.6 billion in 2025 and is forecast to grow at a compound annual rate of 9.6% through 2034, as the fiber-maxxing trend gains even more momentum. Fibermaxxing is already visible, according to Lim. Only 20% of people globally consume the recommended daily amount of fiber, yet social media posts using the *#**fibermaxxing*** **hashtag attracted more than 150 million views on TikTok in 2025**. Food and beverage research firm Datassential found that **52% of US consumers are interested in trying fibermaxxing** and 42% consider products labeled "high fiber" healthier. Fiber has also overtaken probiotics in digestive-health marketing. Some 38% of products carrying a digestive-health claim now advertise high fiber, compared with 19% featuring probiotics. **PepsiCo and Nestlé are among the big food companies that are placing fiber claims more prominently on their packaging.** About 35% of US consumers increased their protein intake between 2024 and 2025, while 75% said they would pay more for protein-rich foods and beverages. The global market for protein-rich products is estimated at $65 billion and growing at 6%-8% annually. With GLP-1 penetration at 12% in the US and in the low single digits globally, adoption is expected to increase as the drugs become widely available in oral form and more affordable. Lim pointed out that "**GLP-1 users need to consume more protein to mitigate the effects of muscle loss**." **BNP identified Tate & Lyle and Ingredion as best positioned to benefit from fibermaxxing**. Kerry Group, DSM-Firmenich, IFF, Givaudan and Novonesis could benefit from demand for flavors, enzymes, cultures and texture solutions. ### Related Stocks - [INGR.US](https://longbridge.com/en/quote/INGR.US.md) - [NSRGY.US](https://longbridge.com/en/quote/NSRGY.US.md) - [PEP.US](https://longbridge.com/en/quote/PEP.US.md) - [TATE.UK](https://longbridge.com/en/quote/TATE.UK.md) - [FTXG.US](https://longbridge.com/en/quote/FTXG.US.md) - [IFF.US](https://longbridge.com/en/quote/IFF.US.md) ## Related News & Research - [Nestle Turns to AI as Ozempic Changes How America Eats](https://longbridge.com/en/news/296272381.md) - [FOCUS-Nestle looks to develop new products to serve users of weight-loss drugs](https://longbridge.com/en/news/296061355.md) - [KBC Group NV Has $92.79 Million Stock Holdings in PepsiCo, Inc. $PEP](https://longbridge.com/en/news/296677880.md) - [14:17 ETEnzymedica Launches Phytosome® Formulas for Sleep, Stress and Whole-Body Comfort*](https://longbridge.com/en/news/296388269.md) - [$100 Invested In Performance Food Group 10 Years Ago Would Be Worth This Much Today](https://longbridge.com/en/news/296640588.md) --- > **Disclaimer: This article is for reference only and does not constitute any investment advice.**