FEATURE | FIBER MOVEMENT
vegetables, legumes, frozen fruit and better- for-you breakfast products. “Protein continues to be the dominant nutritional attribute in grocery, but fiber is quickly becoming its natural compan- ion rather than its competitor,” he said. “Shoppers aren’t choosing between health benefits anymore; they’re expecting several of them in the same product.” Results from Market 32 and Price Chop- per over the past 12 months shows how unevenly the trend can play out. Healthy pasta sales rose 78%, ingredient beans increased 7%, green beans gained 15% and premium frozen vegetables climbed 34%. At the same time, sandwich bread declined 6% and whole-grain wheat fell 9%. Nils Lundberg, vice president of merchan- dising and marketing for Market 32 and Price Chopper, said the chain is using those trends to guide assortments. “Our sales trends suggest consumers are primarily incorporating fiber through everyday meal ingredients rather than specialty digestive-health products,” he said. “Our data shows the strongest growth is in everyday grocery staples, reinforcing that shoppers want practical, affordable ways to incorporate more fiber into regular meals rather than relying solely on specialty products.” Inga Voloshin, RDN, CDN, a Cingari Family Markets dietitian at the ShopRite of Commerce, also encounters the trend in nutrition consultations. “Demand has been especially noticeable in breakfast cereals, whole grains and convenient on-the-go snacks,” she said. “Shoppers are looking for simplicity in incorporating more fiber into their daily routines.” In the basket Consumers are taking three overlapping routes, according to Wyatt: inherently fiber- rich foods, packaged foods and beverages with added fiber and functional formats such as powders, gummies and prebiotic blends. A shopper may aspire to eat more whole foods but still need a portable option that delivers on taste and convenience. Added fiber should not automatically be dismissed as nutritionally inferior. Slavin noted that fibers added to foods must demonstrate a physiological benefit under
The data showed that chia seeds and fiber-rich refrigerated fruit beverages are posting double-digit growth.
the Food and Drug Administration’s defi- nition, giving retailers a stronger evidence base for explaining their role. “Different fibers have different effects,” Slavin said. “Moderation and variety are the tickets to better nutrition.” GLP-1 use adds another layer of thought. Smaller appetites have focused attention on nutrient density, satiety, blood-sugar man- agement and digestive support, creating room for fiber to complement protein. Because many Market 32 and Price Chop- per stores include pharmacies, food and health guidance can meet under one roof. Scott Guisinger, vice president of pharmacy at the retailers, said pharmacists encour- age customers to increase fiber through a balanced diet first, explain the differences among dietary fiber, prebiotics, probiotics and supplements and help determine when supplements may be appropriate. Making the trend shoppable International Food Information Council research found that 64% of Americans are trying to consume more fiber, and 37% seek digestive or gut-health benefits from food. But 30% cite not knowing which foods contain fiber as a barrier. Consumers most often identify vegetables and fruits as the best sources, while fewer recognize the role of legumes. Monica Amburn, MS, RDN, LDN, IFIC’s
vice president of food safety and nutrition, brought a former retail dietitian’s perspec- tive to the findings. “The technicalities of fiber can be over- whelming to the average consumer,” she said. “Most realize that they aren’t eating enough fiber, and they are more interested in learning easy ways to increase their overall fiber intake.” Clear front-of-package language is one tool. Save Mart is redesigning its private-la- bel canned bean packaging to make fiber the leading nutritional callout. Retailers can also connect produce, whole grains, beans, cereal, yogurt, beverages and supplements through recipes, digital offers and meal solu- tions instead of confining the message to a destination aisle. The phrase “fibermaxxing” may fade, and experts caution shoppers to increase intake gradually to limit digestive discomfort. The larger behavior is likely to endure because fiber connects several goals shoppers already understand, including fullness, reg- ularity, heart health and overall wellness. Wyatt noted the long-term test will come at the point of purchase. “The brands and retailers that win won’t be the ones that make the loudest fiber claim,” she said. “They’re going to be the ones that make fiber easy to understand, easy to find and easy to fit into real eating routines.”
44 SUPERMARKETNEWS.COM SUMMER 2026
Powered by FlippingBook