Having had their fill of protein infused into everything from cereal to ice cream, U.S. consumers are now encountering the next major dietary trend: fiber. Americans have boosted their protein intake for years, with even Pop-Tarts and Starbucks offering enhanced products.
Yet, market research firm Mintel reports a substantial uptick this year in new U.S. products promoted for high or added fiber, a shift social media is embracing with hundreds of videos celebrating its benefits and sharing recipes. The pursuit of meeting or exceeding the recommended daily intake has even spawned the term “fibermaxxing.”
