At Brand Now, we've been tracking this trend closely: fiber is having a major moment in CPG, but in a completely new way. From functional beverages to smoothie boosters, brands are reimagining how to deliver this familiar nutrient to consumers who understand and want its benefits. Read more about why we think this shift matters for product innovation in 2025 and beyond. #CPGTrends #ProductInnovation #FoodAndBeverage #ConsumerInsights
🌟 The Return of Fiber: CPG's Next Big Wave Who would have thought fiber would be making headlines again? But here we are in 2024, and this humble nutrient is having yet another turn in the CPG spotlight. The timing couldn't be better. As conversations around GLP-1s dominate wellness circles, consumers are rediscovering fiber's natural role in appetite regulation. Data shows searches for fiber-rich foods are up 29% this year – and smart brands are taking notice. Remember the protein-and-fiber boom of the early 2000s? This time feels different. We're seeing fiber show up in unexpected places: sparkling waters, smoothie boosters, and even sodas. Even though brands like poppi and Jones Soda Co. already contain fiber, there's a fascinating consumer psychology at play. While terms like "prebiotics" and "probiotics" can feel scientific and distant, everyone understands fiber. It's familiar. It's trusted. And yes, we all know exactly what it does for our digestion 😉 Leading the charge in the beverage space, pioneers like Bruno Gorgulho Rodrigues at vibi+ and Tom Bushkie at hellowater are revolutionizing how we think about functional hydration. They're proving that getting your daily fiber doesn't have to mean choking down supplements or forcing down another bowl of bran cereal. The innovation opportunity here is massive. As we look toward 2025, expect to see fiber-fortified products expanding beyond traditional categories. The real winners will be brands that can make fiber both functional AND delicious. #CPG #FoodInnovation #Wellness #ConsumerTrends #ProductDevelopment Photo by Vanessa Loring
