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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 Datassential found that fibre is on track to be the “next big health trend following on the heels of protein,” with 54% of consumers saying they’re interested in foods and beverages that are high in fibre, a number that rises to 60% among Gen Z, who are leading the trend on social media. Whole Foods named it one of its top trends for 2026. We’re also seeing major food and beverage brands like Pepsi and Nestlé reformulating and launching products to meet the moment.

Eating lots of fibre is great for gut health (another hot topic in wellness in recent years), but the benefits are broader than just that. It’s linked to better blood sugar regulation, improved weight management and reduced risk of chronic diseases including colon cancer and heart disease.

Of course, no wellness trend makes it onto the TikTok hype train without some distortion. Some of the most extreme fibermaxxers are targeting 50g a day or more and in doing so, risk eating a limited range of foods and disrupting the gut balance they’re trying to improve, Dr Nish Manek told the BBC. Getting variety among different types of fibre (soluble, insoluble, fermentable) is just as important as volume, so there is definitely some nuance here to unpack.

But aside from the maximalist approaches, the underlying signal is sound. Unlike juice cleanses or elimination diets, fibermaxxing is pointing people towards whole foods and plants, all long-term dietary habits that dietitians broadly agree are positive, even if the framing they would prefer to use is about making fibre a consistent part of every meal, rather than a number to chase.

For F&B brands and retailers, the trend presents a clear opportunity. Fibre has historically been positioned as functional and unglamorous – associated with ageing and medical necessity rather than performance and vitality. That framing is shifting fast, driven by a generation that is actively curious about boosting longevity, with nutrition and gut health playing a key role in this. The category is ready for a rebrand, and the consumer appetite is already there.

Poca

Poca is the latest brand to plant its flag in this space with its zero-calorie syrup sachets. The brand makes highly portable single-serving sachets of sweetener loaded with a fibre boost, designed to be stirred into coffee, tea or matcha wherever you happen to be. There’s no blender required, no supplement powder to measure out, and no awkward mid-meeting explanation for the large tub of psyllium husk on your desk.

The flavour range leans into current beverage trends, with pistachio and strawberry shortcake alongside classic options like caramel and vanilla. Instead of asking consumers who are already invested in their morning coffee ritual or afternoon cold brew to add a medicinal step to their routine, it’s designed to offer an unobtrusive upgrade to an existing ritual with a built-in functional benefit.

The Gut Stuff

In late 2025, UK-based Gut Stuff launched high-fibre pop drinks containing 10 grams of prebiotic fibre, one third of the recommended daily intake.

Providing a significant proportion of daily fibre requirements in a convenient beverage format, the drink is looking to tackle fibre deficiency in modern diets. Natural, fruity flavours and a promise that the cans contain no nasties also help appeal to health conscious consumers.

As well as its products, the brand’s website offers a host of educational content on fibre and all the health benefits it can bring, from how it can help with your gut biome to a fibre table that people can fill in or reference to work out whether they are getting enough in their diet.

Founded in 2017, Gut Stuff focuses on gut-friendly snacks and drinks while breaking down microbiome science for consumers, championing making gut health products both affordable and accessible. The company has products stocked in UK grocers including Tesco and Co-op as the gut health category moves closer towards the mainstream.

Liquid Salad

Created by food influencer Alan Lin aka ‘Fiber Daddy’ (120k+ followers and over 1 million likes on TikTok), Liquid Salad pouches are packed with all the goodness of a regular salad in a highly convenient format – and lots of fibre.

The pouches contain eight grams of fibre, as well as vitamins and antioxidants, making it extremely nutrient dense and very easy to eat on the go. With a base of apple, cucumber and kale puree, it also contains okra, wheatgrass, broccoli, spirulina, chlorella and artichoke and enoki mushroom, packing a huge prebiotic boost for any time of day.

With his Fiber Daddy social media persona and the deliberately tongue in cheek name ‘Liquid Salad’, Lin takes a more irreverent approach than is usually found in the wellness space. Rather than reciting data points, his social videos are more focused on entertaining viewers while highlighting the gut health benefits of Liquid Salad (and eating more fibre in general).

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