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Fibermaxxing: The wellness trend that actually has something to say

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  Social media has a long history of turning sensible nutrition advice into something extreme and then promptly moving on. But fibermaxxing, the latest trend to flood TikTok feeds, might just be worth a second look. The concept is simple: dramatically increase your daily fibre intake – even going beyond the recommended 25-30g per day – by loading up on beans, lentils, whole grains, fruits and vegetables, and in some cases, fibre supplements. Influencers are calling fibre “the new protein,” and for once, the hype has some nutritional science behind it. Currently, 90% of women and 97% of men in the US are not meeting their daily fibre requirements, according to Mintel, and 96% of Brits don’t eat enough fibre (National Diet and Nutrition Survey). The average modern diet is ultra-processed, low in plants and high in refined carbohydrates, and is chronically fibre-deficient as a result. At its core, fibermaxxing is a response to that gap. Consumer interest is ramping up. Research firm D...
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GLP-1: When ‘Food Noise’ Fades

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  How GLP-1 Is Rewriting Eating, Cooking and Shopping Overview GLP-1 medications are growing fast in presence and cultural visibility.  Their impact on food behaviour, cooking and shopping is real, measurable and already underway. Our self-funded research, combining quantitative data from 1,002 nationally representative shoppers (December 2025) with nine depth interviews and in-store shop walks (January/February 2026), produces a clear picture: GLP-1 users are not one type of person, there is not one GLP-1 diet and there will not be one winning brand strategy to meet their needs. What we can say with confidence is that this group is younger, more affluent, more anxious, more planned in their shopping and more engaged with nutrition. The behavioural changes they are making have real potential to ripple outward, pointing to opportunities for brands and categories well beyond the GLP-1 user base itself. GLP-1 is not a single story and GLP-1 users are not a single type of shopper....
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