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.
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.