Mapping out the trajectory of fibre

As the GLP-1 wave continues to reshape innovation, we initially saw a surge in protein + fibre formulations, and while we’re continuing to see just that, right alongside this is the emergence of standalone fibre-only propositions. And unlike the first wave of innovation, fibre has started to take a far more prominent role as a lead proposition.

While GLP-1 may be acting as both a direct and indirect catalyst for this renewed focus on fibre, it's equally important to recognise the growing sophistication of consumers' understanding of gut health, which is naturally driving more complex gut health propositions.

Mapping the gut health landscape first starts by understanding how brands are aligning themselves with this rapidly evolving category. In some cases, fibre has become little more than a packaging claim – a shorthand for tapping into the wider GLP-1 conversation. In others, however, fibre sits at the heart of innovation, shaping entire propositions. Yet even here, one fibre stands out: prebiotic, which in many ways reflects its reflecting alignment to gut and metabolic health, often positioned in line with GLP-1.

Across different format-led propositions, prebiotic fibre is emerging as a trending macronutrient in standalone fibre executions. Probio7’s FibreKind delivers “a gentle daily fibre boost for busy lives” through prebiotic fibre in a powdered format. Here, 1.8g of fibre from a blend of soluble and insoluble fibres [incl. Acacia and guar gum] comes together to support digestion, regularity and a healthy gut environment.

Meanwhile COZY leads the way in bar-led propositions…

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