How Food Brands Are Upping Focus on Fibre

Why It Matters

Fibre is shifting from a niche functional claim to a mainstream nutrition pillar, unlocking sizable growth for brands across categories and regions.

Key Takeaways

• 42% of global consumers aim to improve gut health
• 40% of Gen Z and 45% of Millennials target fibre intake
• PepsiCo spent ~$2 bn acquiring prebiotic soda brand Poppi
• High‑fibre snack market projected >$40 bn by 2030
• Indian firms launch multi‑millet breads and biscuits for fibre demand

Pulse Analysis

The rise of "fibremaxxing" reflects a broader cultural pivot toward gut health, driven largely by younger consumers who view fibre as a multi‑benefit nutrient. GlobalData’s survey reveals that nearly half of Millennials and Gen Z are actively seeking more fibre, a shift amplified by social platforms that celebrate functional eating. This demographic momentum is reshaping dietary priorities, positioning fibre alongside protein and probiotics as a core wellness metric.

Food manufacturers are responding with rapid product innovation and strategic investments. PepsiCo, for example, reinforced its snack portfolio with Smartfood FiberPop, SunChips Fiber and the $2 bn purchase of Poppi, a prebiotic soda brand, while Tate & Lyle reports sustained demand for fibre ingredients across beverages, bakery, dairy alternatives and nutrition bars. Start‑ups such as Floura & Co. are capitalising on up‑cycled ingredients to deliver 15 g of fibre per bar, reinforcing the market’s trajectory toward a $40 bn‑plus segment by 2030. These moves illustrate how mainstream brands are integrating fibre to meet consumer cravings for taste, convenience and health benefits.

Emerging markets are mirroring this evolution, with Indian processors introducing multi‑millet breads, biscuits and the seed‑based Fenuflakes to cater to urban professionals and diabetics. While nutritionists caution against over‑processing, the growing awareness of fibre’s role in blood‑sugar stability, satiety and cardiovascular health suggests a lasting shift. As regulatory scrutiny tightens and consumer education improves, brands that embed natural, high‑fibre solutions into everyday products are poised to capture the next wave of nutrition‑driven growth.