For years, fibre was dismissed as the most unglamorous part of our diet - the chalky, functional necessity you only cared about when your digestion stalled.
But as the hype around protein overload fades, a quiet revolution is happening in the food world. Driven by a global obsession with gut health, blood sugar control, and functional nutrition, fibre has officially stepped out of the fine print and into the spotlight.
From viral "fibermaxxing" trends to nutrient-packed bowls taking over social feeds, this long-overlooked plant power is proving it’s far more than just a digestive aid - it’s the missing key to long-term vitality.
Protein dominated the health food conversation for years, expanding far beyond meat, eggs and dairy into items like yoghurt, pasta, snacks and even ice cream. Today, fibre is stepping into a similar spotlight as consumers seek foods that help manage blood sugar, aid digestion, boost heart health and promote fullness.
The need is clear. Most people do not consume enough fibre. Dietitians Mariana Davel and Mbali Mapholi noted that adults should generally aim for between 25g and 35g of fibre a day, depending on individual needs.
Fibre is found only in plant foods. Fruits, vegetables, beans, lentils, whole grains, nuts and seeds are among the main sources. Animal products such as meat, fish, eggs and dairy do not contain fibre.
Davel said insufficient dietary fibre can contribute to health problems including abdominal obesity, insulin resistance, increased blood pressure, gastrointestinal disease and cancer.
There is also growing interest in fibre because of the focus on gut health. More than half of consumers surveyed in 2026 said increasing their consumption of foods and drinks for gut health was important to them.
This interest has helped fuel “fibermaxxing”, a social media term for deliberately increasing fibre intake to meet or exceed daily recommendations. While it remains a niche idea, 21% of Gen Z consumers surveyed said they knew what it meant, while 52% of consumers expressed interest in trying it.
Fibre comes in different forms. Soluble fibre forms a gel-like substance during digestion and can help regulate blood sugar and cholesterol. Davel points to oats, peas, beans, apples, citrus fruits and carrots as useful sources.
Insoluble fibre does not dissolve in water and helps promote regular bowel movements. Whole grains, nuts, seeds and vegetables are good sources.
Mapholi said the focus should not simply be on chasing a number but on making fibre-rich foods a regular part of everyday meals.
“It is important to be aware of why we need to eat the recommended amount of fibre each day and to know which foods contain the best sources of fibre,” she said.
Vegetables, legumes, whole grains, nuts and seeds can all help increase intake. Beans offer both soluble and insoluble fibre while oats, brown rice and quinoa provide fibre alongside other nutrients. Chia seeds, flaxseeds and pumpkin seeds can also be added to yoghurt, smoothies and salads.
But more is not always better. Davel cautioned that consuming excessive amounts can interfere with the absorption of minerals such as calcium, iron and zinc. Diets providing more than 50g of fibre a day have not been shown to offer additional benefits.
The shift towards fibre is therefore less about replacing one nutritional obsession with another. It is about recognising an essential nutrient that has spent years in the background.
lutho.pasiya@nationalmg.co.za