Fiber is the New Protein. That Has Implications for Flavor and Product Development.

For the last decade, protein has enjoyed superhero status in the nutrition world. According to Mintel’s GNPD^a, the number of global food and drink products featuring high or added protein claims has doubled over the past 10 years. In contrast, fiber claims have remained relatively flat, despite a significant global fiber gap where most people consume far less than the recommended 25–30 g per day.

However, a shift is underway. Data from Spate^b shows that fiber is experiencing a 44.5% combined year-over-year growth in popularity across search and social platforms. For product developers and flavorists, the future lies in moving away from a protein vs. fiber mindset and toward an approach that pairs up key ingredients, balancing muscle-building with digestive benefits and more.

• Related: Flavor Challenges in a Protein-Centric Market

Protein has historically been positioned as powerful and action-oriented, building muscle, repairing tissue and supporting recovery. Its benefits are tangible and immediate, making it an easy sell for weight management and fitness.ChayTee at Adobe Stock

Protein has historically been positioned as powerful and action-oriented, building muscle, repairing tissue and supporting recovery. Its benefits are tangible and immediate, making it an easy sell for weight management and fitness.

Fiber, on the other hand, works behind the scenes to regulate blood sugar, support the microbiome and ensure digestive order. While protein represents vitality, fiber represents the dependability and balance necessary for long-term health.

The solution, per Spate, lies in combining fiber benefits with protein and other key functional ingredients to offer holistic solutions.

Collaborating with dietitians Amy Shapiro and Mandy Enright, Kellogg’s launched easy, high-fiber recipes—ranging from no-bake cookies to trail mixes and cereal-topped fruit bites—that paired cereals with protein sources like nut butters, seeds and fruit, delivering both fiber and protein in convenient, flavorful formats. Kellogg's

To illustrate the concept in action, WK Kellogg Co spotlighted fiber for the 2026 National Cereal Day, showcasing how cereals like All-Bran, Kashi Go, Raisin Bran and Frosted Mini-Wheats, all designed to help close the fiber gap for nearly 95% of Americans who fall short of daily recommendations. 

Collaborating with dietitians Amy Shapiro and Mandy Enright, Kellogg’s launched easy, high-fiber recipes—ranging from no-bake cookies to trail mixes and cereal-topped fruit bites—that paired cereals with protein sources like nut butters, seeds and fruit, delivering both fiber and protein in convenient, flavorful formats. 

The initiative reinforced cereals as a versatile, enjoyable way to boost fiber intake throughout the day while also providing satisfying protein for satiety and balanced nutrition.

But while fiber is trending in the marketplace, working with the material comes with a catch.

"High-fiber products are no longer confined to the cereal aisle," says Pierre Battu, managing director, Asia, OSF Flavors. "Today, fiber fortification spans protein bars, dairy alternatives, prebiotic beverages, RTD teas, nutritional powders and even indulgent snacks positioned for digestive wellness and metabolic support. Yet from a formulation standpoint, incorporating fiber is rarely the true challenge. The real technical hurdle lies in managing taste."

Fiber Goes Viral: Functional Drinks, “Fibermaxxing” and the Rise of Targeted Wellness

Pairing fiber with hydration-focused claims is a key cross-over opportunity, per Mintel, as 39% of U.S. consumers are currently concentrating more on hydration.Pormezz at Adobe Stock

The most explosive growth in the fiber space is occurring in functional drinks, surging 430.2% in popularity, per Spate. Consumers are already DIY-ing multifunctional recipes on TikTok, combining fiber with beauty-adjacent ingredients like collagen, probiotics or biotin.

This points to white space for ready-to-drink (RTD) and mix-in formats that deliver these benefits with less effort. Flavorists will need to mask the often-gritty or viscous textures of high-fiber loads with refreshing profiles like citrus, cucumber, and botanical blends.

Drink mixes should prioritize low-effort integration, offering easy mix formats that work in both hot and cold applications without compromising the sensory experience of the base product.

Elsewhere, there is significant growth in fiber supplements (up 61.7% year-over-year) and fiber-forward snacks. 

Consumer intent is also shifting from broad wellness to problem-specific outcomes. Spate reports that fiber interest is increasingly tied to concerns like colon cancer (126.1K search increase), polycystic ovary syndrome (PCOS; 57.4K search increase) and hemorrhoids (39.6K search increase).

This signals that brands and product concepts should move beyond regularity claims to highlight satiety, blood sugar management and chronic inflammation.

Finally, per Mintel, consumers are embracing "fibermaxxing," a social media trend that is making high-fiber diets trendy, with creators aiming for 30–40 g of fiber per day. However, the daily recommendation is 25–30 g, and rapid intake can cause bloating and gas.

That said, developers should focus on palatable, easy-to-digest fibers and encourage gradual intake. Pairing fiber with hydration-focused claims is a key cross-over opportunity, per Mintel, as 39% of U.S. consumers are currently concentrating more on hydration.

For instance, Givaudan’s OatWell leverages oat beta-glucans to support microbiome health, glycemic control and cardiovascular wellness, while also aligning with strong consumer perceptions of oats as natural, nutritious and trustworthy. 

At the same time, solutions such as IFF’s Litesse polydextrose expand formulation flexibility by enabling sugar and calorie reduction, supporting satiety through GLP-1 stimulation, and acting as a well-tolerated prebiotic. 

Critically, many of this generation of fibers actively enhance product quality through water binding, emulsification and bulking, while improving mouthfeel, clarity and even flavor delivery by smoothing off-notes often associated with high-intensity sweeteners or fortification. 

The result is a new formulation toolkit where fiber not only elevates health positioning but also helps create more indulgent, better-tasting products that meet rising consumer expectations for both efficacy and enjoyment.

Meanwhile, by connecting fiber sources to their plant origins and emphasizing biotech-driven purification, brands can transform the nutrient into a high-performance functional staple.

High Fiber, High Flavor: The Sensory Science Behind Success

"Astringency is often misidentified as bitterness, when in fact it is a tactile phenomenon," says Pierre Battu, managing director, Asia, OSF Flavors.EdNurg at Adobe Stock

For fiber to follow protein's path to mainstream success, flavorists and developers must prioritize the sensory experience. Mintel suggests that addressing taste concerns through clear communication of positive flavor attributes is the key to unlocking high-fiber categories like breakfast foods and snacks. 

"Insoluble fibers—such as cereal brans, fruit peels and citrus fiber—are structurally valuable for bulking and texture," says Battu. "However, they frequently introduce pronounced bitterness and astringency. Citrus fiber, for example, may carry phenolic residues and residual flavonoids that amplify harsh notes. Bran fibers can accentuate dryness and prolong bitter perception on the palate."

Battu adds, "Beyond simple bitterness, these fibers create a temporal problem: the bitterness often emerges late, lingering in the aftertaste and flattening top-note brightness. In beverages, insoluble fibers may also scatter aroma perception, muting delicate flavor nuances."

 Vegetal off notes are also a problem.

"Equally challenging issues arise with added soluble fibers used in industrial processing—particularly inulin and pea fiber," says Battu. "These ingredients often introduce vegetal, earthy or beany back notes. In protein bars and dairy alternatives, these notes can be magnified by heat treatment or storage."

"Pea fiber can intensify green, leguminous aromatics that clash with sweet flavor profiles such as vanilla, chocolate or fruit," says Pierre Battu of OSF Flavors.Samo Trebizan at Adobe Stock

He adds, "Inulin may contribute subtle metallic or slightly fermented nuances, especially under acidic conditions. Pea fiber can intensify green, leguminous aromatics that clash with sweet flavor profiles such as vanilla, chocolate or fruit."

"Fiber interactions with high-intensity sweeteners add another layer of complexity," says Battu. "Certain fibers modulate sweetness curves, exaggerating lingering or metallic effects from stevia or other non-nutritive sweeteners. Our modulation systems are therefore designed with full matrix awareness—considering pH, heat exposure, shear and shelf-life stability.

As mentioned earlier, the texture-flavor challenge is a key sensory variable in the high-fiber space.

"Insoluble particles increase mouthdrying and chalkiness; soluble fibers alter viscosity and flavor release kinetics," says Battu. "Astringency is often misidentified as bitterness, when in fact it is a tactile phenomenon."

He continues, "In pilot trials, we have observed prototypes that gelled unexpectedly overnight due to fiber hydration dynamics, dramatically shifting flavor diffusion. Conversely, certain fibers 'scalp' volatile compounds, stripping brightness from fruit systems."

In conclusion, Battu says, "Successful formulation requires synchronized design: flavor systems must be built to withstand processing realities while delivering consistent performance over time."

Flavor & Product Development Playbook for High-Fiber Applications

Shift from Protein vs. Fiber to the Pairings

The industry is moving away from a protein-centric focus toward a holistic approach that pairs protein’s muscle-building with fiber’s digestive and metabolic balance. While protein claims have doubled over the last decade, fiber is now seeing a 44.5% year-over-year growth in popularity. Developers should create products that combine these benefits to meet consumer demand for comprehensive wellness.

Capitalize on Functional Mixology and RTDs

The fastest-growing fiber category is functional drinks, which have surged 430.2% in popularity. There is significant opportunity for ready-to-drink (RTD) and easy-mix formats that replace DIY TikTok recipes. 

Developers should use refreshing profiles like citrus, cucumber and botanical blends to mask gritty or viscous textures.

Products must be engineered to work in both hot and cold applications without overnight gelling or shifting flavor diffusion.

Align with Targeted Wellness and "Fibermaxxing"

Consumer intent has shifted from broad health to specific outcomes like blood sugar management, satiety, and chronic inflammation.

Fiber interest is increasingly tied to specific issues such as PCOS and colon cancer

With the "fibermaxxing" trend pushing consumers toward 30–40 g of fiber daily, developers must focus on easy-to-digest fibers to prevent bloating and gas.

Finally, pairing fiber with hydration-focused claims is a major opportunity, as 39% of U.S. consumers are now prioritizing hydration.

Master the Temporal and Texture Flavor Challenges

Incorporating fiber is often less about the formulation and more about managing complex sensory hurdles:

• Late-onset bitterness: Insoluble fibers like cereal brans and fruit peels often introduce bitterness and astringency that emerge late and linger in the aftertaste.

• Aroma "scalping": Some fibers can strip volatile compounds, muting delicate fruit flavors and brightness.

• Textural misidentification: Astringency is often misidentified as bitterness; however, it is a tactile phenomenon characterized by chalkiness and mouth-drying.

Solve Vegetal Off-Notes at the Source

Soluble fibers like pea fiber and inulin can introduce earthy, beany or metallic nuances, particularly in dairy alternatives and protein bars.

• Ingredient selection: Utilize next-generation isolates designed to eliminate vegetal off-notes at the start rather than relying solely on masking.

• Masking systems: For existing vegetal notes, use blocker-masking technologies specifically calibrated for earthy tonalities and temporal profiling tool to harmonize sweetness from the early to late-stage finish.

FOOTNOTES

^ahttps://www.mintel.com/insights/food-and-drink/rise-of-fiber-how-brands-can-win/

^bhttps://www.spate.nyc/reports/the-fiber-opportunity-is-fiber-the-new-protein