The Next Nutrient Wave
Fibre is the next protein.
The food industry spent years riding the protein wave. The fibre wave is already here, and most formulation teams haven't caught up yet.
The Market Is Moving
The numbers don't lie.
"80% of consumers say they pay attention to protein in their diet."
Protein and fibre are now the two nutrients consumers are most actively embracing, and 77% of those adding fibre cite gut health as the reason.
But Here's The Catch
There's a formulation problem.
Most fibre solutions, inulin isolates, guar gum, xanthan, modified cellulose, carry E-number and ultra-processed associations.
Consumers want more fibre, and cleaner labels
Two goals pulling in opposite directions.
A Simpler Answer
The answer is already in the fruit.
Fruit purees, date, prune, fig, contain naturally occurring dietary fibre: cellulose, hemicellulose, lignin.
Not an isolate. Not an additive. A food.
73% of consumers already choose fruit and vegetables as their primary fibre source.
History Rhymes
The protein era built entire categories. The fibre era is building them again.
The brands getting ahead are not waiting for the trend to peak. They're reformulating now, with ingredients that do more than add fibre.
"Global consumers would like to increase the amount of protein in their diet." 2025 (MPP740), a goal fibre can mirror.
Sourced For What Comes Next