One of this year's top food trends is facing some tough competition.

Protein captivated consumers and food companies in 2025, but fiber is increasingly stealing the scene as people place an increasing emphasis on promoting gut health.

It's taken hold on social media, where "fibermaxxing" — or the concept of increasing fiber intake through whole foods like fruits and legumes — has seen thousands of posts.

"Fiber is finally getting a spotlight, which is a great thing because it's a nutrient that people need," said Stephanie Mattucci, principal strategist at food research company Mintel.

Currently, 90% of women and 97% of men in the U.S. are not meeting their daily fiber requirements, Mattucci said. For most Americans, that recommended range usually falls somewhere between 25 grams and

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