Over the past few years, protein has dominated the health conversation, shaping launches across ready meals, snacks and drinks. But in 2026, the spotlight is finally shifting – and it’s fibre’s turn. Shoppers are thinking more holistically about their health, moving beyond macros and aesthetics towards long-term wellbeing and gut health.
Despite fibre being one of the most important nutrients in our diets, 96% of adults fail to meet recommended intake levels, even though gut health is now one of the most sought-after functional health goals.
Crucially, fibre is only found naturally in plant-based foods, giving it a unique position in the category. This makes it a simple and effective way for shoppers to increase the amount of plants in their diet, supporting overall health while aligning with the growing interest in plant-based eating. At Gosh, we’re seeing this shift play out in real time as more shoppers actively seek naturally fibre-rich foods made from recognisable ingredients.
For retailers, this presents an opportunity to rebalance fixtures and highlight products that deliver broader nutritional value.
Move over protein
Protein’s dominance in the food and drink industry made sense. It is easy to understand, simple to communicate and aligned with consumers’ fitness and weight management goals. But as the market has evolved, so has the customer mindset.
The gut health space in particular has historically been dominated by probiotic yoghurts and supplements, but consumers are now seeking more simple and transparent solutions. Shoppers want to understand quickly whether a food is ‘good for your gut’ and fibre fits this shift perfectly. Brands are increasingly embracing fibre as a clear driver of gut health, with straightforward ‘high in fibre’ claims on pack bringing the category back to basics in a way consumers can recognise and trust.
At the same time, shoppers are wary of vague health claims. For many years, the category has used messaging that is difficult to verify. Recent advertising rulings have reinforced the need for clarity. To build trust, brands are now highlighting exactly how much fibre is in the product on pack and using authorised ‘naturally high in fibre’ claims, which is clear and something shoppers can quickly understand and act upon.
Today’s shoppers are more focused on nutrient density and how food is supporting their health. More than ever they are asking questions like: does this food support my gut health? Is it made from recognisable ingredients?
Fibre naturally supports digestion and feeds the gut microbiome, while helping to regulate blood sugar and contributing to feeling fuller for longer. In addition, it is found in whole plant foods, aligning closely with clean label and minimally processed eating. The recent rise of the ‘fibremaxxing’ and ‘fibrelayering’ trends, which involves adding beans, pulses, seeds and vegetables to everyday meals, reflects a return to focusing on simple and whole food ingredients.
Every bite matters
There is no doubt that the growing scrutiny of ultra-processed foods has accelerated the rise of fibre. Food that is naturally high in fibre tends to be made from whole plants rather than additives or synthetic ingredients, making it feel both nutritious and trustworthy to shoppers.
This is particularly relevant in the plant-based category, where in the past perceptions of processing have deterred shoppers. However as the all-natural plant-based segment grows (up 3.4% while meat mimic products are declining by 1.5%), brands that offer natural and fibre-rich options that align with the growing demand for minimally processed foods are showing how versatile plant-based food can be.
Another factor reshaping the fibre conversation is the rise of GLP-1 weight-management medications. As these medications significantly reduce appetite, consumers are increasingly seeking nutrient-dense foods that deliver high nutritional value in smaller portions.
When appetite is suppressed, every bite has to work harder. Reduced intake increases the risk of missing out on essential nutrients, including fibre, making naturally fibre-rich foods even more important for long-term health.
Fibre’s rising profile isn’t about replacing protein, but about rebalancing the conversation. It signals an approach to health that values diversity and daily wellbeing over quick fixes. Concepts such as ‘plant points’, which encourage people to eat a wide range of different plants each week, are gaining traction because they make nutrition feel positive and achievable, rather than restrictive.
After years of protein dominance, fibre’s moment feels overdue. If shoppers are finally giving it the attention it deserves, buyers need to be looking at how they are catering to this.
Caroline Hughes is marketing director at Gosh Foods
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