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This Perspective uncovers why fiber demand is strong, but everyday consumption remains underdeveloped across Food and Beverage.
Understanding how to shift fiber from intentional choice to routine behavior is critical to unlocking frequency and long-term growth.
Why it matters
Understanding how to shift fiber from intentional choice to routine behavior is critical to unlocking frequency and long-term growth.
More than one-third of shoppers are actively trying to eat more fiber, yet usage remains tied to deliberate health decisions rather than routine habits.
Most fiber dollars still come from low-gram products, while higher fiber formulations deliver stronger growth and clearer consumer value
Fiber performs best when embedded into high-frequency categories like beverages and yogurt, where convenience supports repeat consumption.
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“More than one third of shoppers are actively trying to increase fiber intake, and fiber-stated products continue to outperform the broader Food and Beverage industry. Growing attention to digestive health and colorectal cancer is intensifying scrutiny around fiber’s role in daily diets. Whether that momentum holds will be determined by how effectively fiber becomes embedded into routine consumption.”
–Chris Costagli
Vice President, Thought Leadership, F&B Insights Lead, NielsenIQ
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
