Should you be fibremaxxing?

The Economist

February 20, 2026

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The rise of fibremaxxing—a catchy new term popularized by TikTok—signals a growing shift toward increased fiber consumption as the latest dietary trend. Marketers are capitalizing on this buzz by adding more fiber to a wide range of products, from frozen pizza dough to soft drinks. However, while fiber offers numerous health benefits, including improved digestion and blood sugar regulation, experts caution that blindly chasing higher fiber intake may not always be beneficial. This article explores whether the fibremaxxing trend is worth pursuing, offering insights for both consumers and businesses. Fiber plays a crucial role in maintaining gut health, promoting regular bowel movements, and controlling blood sugar levels. While these benefits are well-documented, the recent surge in fiber-fortified foods raises questions about their nutritional value. Many of these products, such as sugary drinks or processed snacks with added fiber, may not provide the same advantages as whole, unprocessed foods rich in natural fiber. Critics argue that companies are cashing in on the trend by marketing less healthy options as "fiber-friendly," potentially misleading consumers. From a business perspective, the fibremaxxing trend presents both opportunities and challenges. Companies can innovate by creating new products with added fiber or reformulating existing ones to emphasize their fiber content. However, businesses must also navigate consumer skepticism about overprocessed foods claiming health benefits. Transparency in labeling and clear communication about the source and type of added fiber will be key to building trust with health-conscious consumers. Ultimately, while fibremaxxing may not be a panacea for all dietary ills, it highlights a growing demand for healthier options in the food industry. Businesses that prioritize quality and transparency in their fiber-fortified products are likely to thrive in this evolving market. For consumers, the takeaway is to focus on

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Originally published on The Economist on 2/20/2026