May 27, 2025 – In the US, fiber is becoming a key ingredient for consumers looking to manage their health. Innova Market Insights research explores US data, consumer trends, and new product launches in the fiber market. It provides valuable insights into consumer attitudes towards fiber and prebiotics, highlighting the differences between them. Innova showcases the trends in how products are marketed and shows the movement of fiber and prebiotic ingredients.
Fiber & Prebiotics
Fiber ingredients are categorized as dietary fibers and other fibers, as well as prebiotics, which include chicory root, fructan, inulin, and oligosaccharides. These ingredients are most typically found in soft drinks, cereals, and baked goods. Cereals and baked goods are traditional categories for fiber-rich ingredients.
The identification of fiber sources helps consumers perceive these ingredients as natural. Fiber is the leading ingredient linked to gut health, and health organizations worldwide recommend daily fiber intake to improve overall health and reduce the risk of diseases such as heart disease, diabetes, and certain cancers. Common sources of fiber include whole grains, legumes, vegetables, and fruits.
Category Drivers in the US
Fiber and prebiotics are aligning with current health trends, focusing on consumer priorities for prevention and personal wellbeing. Notably, fiber-fortification is expanding beyond traditional categories like cereals and bakery products to include meal replacements, where fiber supports holistic nutrition and emphasizes gut health.
Despite a significant number of consumers adjusting their diets for weight loss, the market for standard meal replacement drinks, such as Slim-Fit and Weight Watchers, is slowing down. Meanwhile, the buzz around Ozempic and other weight-loss drugs remains high in the US. Social media discussions reveal concerns about the negative effects of these drugs, which is driving greater interest in natural alternatives, particularly fiber ingredients.
As a result, we can expect an increase in the launch of fiber-rich products aimed at reducing appetite and enhancing feelings of fullness. Currently, fiber trends reveal that 1 in 3 US consumers have changed their diets for weight loss. Additionally, prebiotics are gaining popularity as highlighted ingredients due to their functional benefits, including added fiber, sugar reduction, and fat replacement.
Consumer Insights in Fiber & Prebiotics
US consumers are increasingly aware of their health and the ingredients in their food and beverage products. Almost 60% of US consumers state that information about healthy food is important to them. Two in five US consumers are highly interested in fiber ingredients, with fiber ranking as the #2 functional ingredient for interest and acceptance.
More consumers in the US express interest in fiber than in prebiotics, and this interest grows with age. Conversely, younger generations show greater interest in prebiotics. The interest, importance, and acceptance of fiber surpass those of prebiotics, creating an opportunity for manufacturers to educate consumers about prebiotics through claims and storytelling.
Product Positioning & Claims
Fiber claims are common, while prebiotic claims are on the rise. Fiber trends show that vegan and plant-based claims are increasingly included in fiber-fortified products. Additionally, fiber plays a growing role in sugar reduction. In the US, protein and lifestyle-related claims are more prevalent on fiber-fortified products than globally.
Fiber-fortified products increasingly combine vegan, plant-based, and sugar-related claims. Vegan claims appeared on over one-third of launches in 2023, an increase of 7 points since 2019. The growth in sugar-related claims reflects the use of prebiotic ingredients as partial sugar replacements in various products, with soluble fibers helping to reduce the bulk and sweetness of sugar.
Product Launches
Product launches featuring fiber or prebiotic claims and ingredients have been steadily declining in the US over the past several years. This drop is most notable in the leading category of cereals, whereas growth is occurring in non-traditional categories.
For instance, in the carbonates category, Mayawell has introduced Raspberry Cucumber Flavored Bubbly Prebiotic Soda, made with sustainably sourced, hand-harvested agave, which supports immunity and healthy metabolism. In the confectionery category, Tid Bits offers Gummies with Tropical Citrus Flavor, highlighting itself as a great source of plant-based fiber. In the ice cream category, Breyers has launched Carb Smart Caramel Swirl Bars, which provide lower sugar content along with 3g of fiber.
What’s Next in Fiber & Prebiotic Trends in the US?
Health concerns are driving growth in the fiber market, giving manufacturers the opportunity to highlight the importance of digestive health. As consumer interest in prebiotics rises, brands can educate consumers on their benefits while promoting fiber. Performance-related benefits like energy and mental acuity can attract consumers who may not see the link between gut health and daily performance.
While traditional fiber-rich ingredients are less in demand, isolated fibers like inulin and oligofructose dominate the market. However, there are opportunities for other fiber ingredients if they appeal to manufacturers in terms of application, supply chain, and costs. Brands that educate consumers on the benefits of fiber and prebiotics while innovating in non-traditional categories will likely succeed in this market.
This article is based on Innova’s Now & Next for Fiber & Prebiotic – US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
