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-1 weight-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 firm Nielsen shows protein-rich categories have seen stronger volumes versus junk food categories.
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.
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