The concept, which essentially suggests consumers eat as much fiber in their diets as possible, is embraced by dietitians and TikTok influencers alike to potentially ward off conditions like heart disease and stroke, type 2 diabetes and cancer. Dietitians argue that the benefits are clear: Higher fiber intake can support digestive health, satiety, stable blood sugar and cholesterol balance.
To answer U.S. consumer demand for more fiber, The Vitamin Shoppe has launched a new product, Solaray’s high-potency psyllium fiber that the company said is an easy-to-mix formula designed for daily use in liquids or recipes.
“With psyllium trending strongly across the category, early sales are already above launch expectations, showing repeat purchases and strong velocity,” said Angela Gjorgoski, category manager at The Vitamin Shoppe.
Overall, the company said fiber combination products are trending up 10% to last year, particularly psyllium husk products, which are showing notable growth. This growth is being driven by The Vitamin Shoppe’s private brands, but third-party brands like Garden of Life and New Chapter (including its organic fiber gummies) are also contributing to the upside versus last year, Gjorgoski said. Consumers are increasingly seeking natural, whole-food sources of fiber, she added.
According to the Vitamin Shoppe, its Miracle Fiber continues to be one of the top selling fiber products because of its versatility as a clear-mixing, unflavored vegetable fiber that dissolves instantly and can be added to beverages or foods and supports digestive health.
Sales of The Vitamin Shoppe Fiber Blend are up double digits versus last year. This formula contains both soluble and insoluble fiber from a variety of fiber sources including oats, brown rice, apples and citrus, with the added nutritional support of carrots, cabbage and broccoli, all in a capsule form.
The Vitamin Shoppe Glucomannan is a popular supplement for customers seeking weight management and blood sugar support, the company said. The soluble fiber from the Konjac root that, when taken before meals, absorbs water and expands in the GI tract to create a feeling of fullness. It also promotes satiety and supports digestive health.
‘Jumping in too quickly’
Fibermaxxing has taken off because it is easy to understand and backed by solid science, said Brittany Michels, a registered dietitian with The Vitamin Shoppe.
“Unlike niche ingredients that require a lot of explanation, fiber is a nutrient nearly everyone recognizes—and most people know they’re not getting enough of it,” she said.
“Social media amplified the idea that ‘more is better’, and the catchy term made it feel like an upgrade rather than just another reminder to eat vegetables…But there are cautions. Jumping too quickly into very high fiber intake can cause bloating, discomfort or even nutrient absorption issues in some individuals. It’s a trend with potential, but it works best when people increase fiber gradually and pair it with proper hydration.”
Lewis Mattin, senior lecturer in life sciences at the University of Westminster, noted that although many people can benefit from eating more fiber, rapidly increasing intake or consuming too much can interfere with the absorption of essential micronutrients like iron.
Although eating more fiber is necessary for overall health, Americans are woefully deficient in their fiber consumption. According to Harvard University, the average U.S. adult eats 10 to 15 grams of total fiber per day, while the U.S. Department of Agriculture recommends 25 grams for women and 38 grams for men up to the age of 50. Over the age of 50, women should consume 21 grams and men 30 grams.
Addressing the microbiome
The Vitamin Shoppe also recently launched Resistant Starch Prebiotic Fiber, which contains organic banana flour and the clinically-studied Solnul, a fiber that is insoluble but fermentable and resists digestion.
“This helps feed the microbiome and support the growth of Bifidobacteria and Akkermansia, promoting regularity and overall gut health,” said Eric Cohen, senior brand manager at The Vitamin Shoppe.
The company said fibermaxxing opens the door to other categories that support gut and metabolic health, including:
- Probiotics and prebiotics: Fiber feeds the microbiome, and adding probiotics enhances overall gut health benefits.
- Magnesium and electrolytes: These can ease digestive transitions as fiber intake climbs and help with hydration balance.
- Protein powders: Often paired with fiber in shakes, protein adds satiety and muscle support, making it a natural complement.
- Omega-3s: Together with fiber, omega-3s promote cardiovascular health through complementary mechanisms.
- Digestive enzymes: For individuals adjusting to higher fiber diets, enzymes can reduce bloating or discomfort.
“Fibermaxxing doesn’t exist in isolation,” Michels said. “It highlights how layering the right supplements can build a more comprehensive wellness approach.”
