During Bridge2Food’s EcoSystem Webinar examining defining food trends for 2025 and their implications for innovation in 2026, Spate’s report “The Fiber Opportunity: Is Fiber the New Protein?” unpacked how fiber consumption is evolving across food, beverage and dietary supplements.
The company’s analysis draws on its proprietary Popularity Index, which leverages Google Search, TikTok and Instagram data to uncover early consumer demand indicators before they are fully reflected in retail sales.
Fiber demand scaling up
According to Spate, the fiber category is no longer exhibiting the characteristics of a short-lived wellness trend. Instead, the data shows that fiber is a high-volume social media search term posting solid year-over-year growth. As noted in Spate’s report, across Google, TikTok and Instagram,…