August 10, 2026 – Fiber is in the spotlight in Europe after many years of protein dominance. Younger European consumers are interested in fibermaxxing, while older consumers have supported fiber for a long time. Promotional strategies for fiber vary per generation, with brands leveraging traditional grain-based fiber sources for older adults and functional products and prebiotics for younger European consumers.
Innova Market Insights Top 10 Trends Support Fiber
The second of Innova’s Top 10 Trends 2026 is Gut Health Hub. This trend demonstrates consumer commitment to gut health as a pathway toward holistic wellness that targets both the body and mind. Consumers also understand that gut health is related to weight management and stress. Therefore, fiber is a highly desired ingredient, and Innova’s research indicates that consumers are showing a high interest in prebiotic fibers such as inulin agave, chicory, and citrus fiber. Another relevant top trend is Beverages with Purpose, where prebiotic fiber fortification of beverages is widespread.
European Consumers are Proactive
Increasingly, European consumers are proactive about their health. They are using diet, in the form of positive and fortified nutrition, as a tool for health. According to consumer trends research conducted by Innova, a solid majority of European consumers report paying attention to fiber in their diet. Over half are mindful of prebiotics, and many are eating more fiber and prebiotics than they did previously. Consumers, especially older ones, understand that fiber benefits the overall health of the body. Younger consumers are not as confident in their fiber knowledge.
Older Versus Younger Generations and Fiber
Older generations have more traditional views about prebiotic fiber and digestive wellness. Older consumers have a positive impression of fiber and its value as a nutrient. They also understand its benefits for gut health and holistic health. Nearly all European Boomers agree on the importance of gut health for the body, compared to about two-thirds of Gen Z consumers. They also carry a more traditional view of fiber as coming from whole food sources like fruits and vegetables, seeds, nuts, and grains. Opportunities exist for brands to market fiber fortification to older consumers, including fiber fortification of processed snacks and other foods. Boomers and older Gen X consumers are less aware than younger generations of prebiotic ingredients.
Fibermaxxing as a Trend
Innova’s social listening data highlights how fibermaxxing has evolved into a solid wellness trend, and that has elevated the importance and value of fiber. Younger generations are more inclined than older generations toward fibermaxxing, in part because it is highly promoted on social media. They also say that fiber fortification is important, and they look for fiber in categories such as snacks, sports nutrition, and beverages. However, younger generations have less understanding about fiber, which foods and beverages contain fiber, and which products to choose for more fiber. That is why targeting younger consumers with fiber messages and claims is so important. Still, fiber continues to appeal across generations.
Whole Foods are Fiber Sources
Whole foods such as vegetables, fruits, seeds, and grains are inherently high in fiber. These foods also drive new product development of fiber-rich foods in Europe. Innova is tracking changes in fiber-rich foods, including products fortified with fiber that are especially interesting to younger generations. Traditional fiber sources are adding claims about their fiber benefits, increasing their promotion around fiber content, and sometimes adding extra fiber in addition to their inherent fiber.
Innova Market Insights consumer trends research shows that over half of European consumers report choosing whole grain foods for fiber, followed by cereals, cereal bars, and bread products.
Fiber Innovation Trends Secure Fiber’s Status
New food and beverage launches with a high in fiber or source of fiber claim, with or without a prebiotic claim, show compound annual growth that exceeds food and beverage overall. Growth of products with added fiber ingredients is even stronger. Subcategories with fiber or prebiotic claims that are growing the fastest are carbonates, sports bars and snacks, yogurts, and dairy drinks. Cereal products and bakery items show a lot of activity and growth in launches that have a fiber or prebiotic claim. Innova research is also demonstrating increases in fiber claims paired with other claims, such as fiber plus protein. Sweet prebiotic fibers may be used in products with a low-sugar or no-sugar claim.
Busy European consumers want on-the-go fiber solutions that are simple. The industry is responding with innovative products such as prebiotic carbonated soft drinks, fiber-enriched beverages, and drinkable and spoonable yogurt products with prebiotic fiber ingredients. Because probiotic claims are not permitted in Europe, prebiotic fiber ingredients provide an opportunity to enhance products that contain probiotics.
Pairing Fiber and Prebiotics with Other Health Claims
Fiber in Europe is benefiting from pairing with other health claims. Sports nutrition products can gain popularity through pairing fiber claims with protein claims and other health claims. Sugar reduction claims also are complementary, especially since many prebiotic fibers are sweet and can confer both sweetness and fiber to sugar-reduced products.
What’s Next for Fiber and Prebiotics in Europe?
Brands in the prebiotic market can list the amount of fiber on the label, much like brands already do with protein and protein claims. Fibermaxxing messaging can be extended beyond younger consumers to all generations, especially given fiber’s importance to health. prebiotic fiber can be partnered beyond protein and sugar reduction to include associations with GLP-1 support, brain health, and immune support. Fiber fortification can also expand beyond traditional categories into a broader range of products. Fiber is likely to find a welcoming home in private label and supermarket brands.
This article is based on Innova’s High Fiber & Prebiotics in Food & Beverage in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more