For years, protein has dominated food and beverage innovation. High-protein snacks, protein shakes, protein everything. If there was space on the label, protein claimed it.
But as the market matures and consumers become more nutrition-savvy, a new question is emerging in product development conversations:
Short answer: it’s not replacing protein, but all signs are indicating it is becoming the next major functional focus. For brands, that shift comes with both opportunity and complexity.
Protein is no longer a differentiator. It’s expected.
Fiber, on the other hand, sits at the intersection of multiple consumer priorities:
Despite this, more than 90% of Americans still don’t meet recommended daily fiber intake according to the Dietary Guidelines for Americans. That gap creates space for innovation, especially in formats that historically lacked fiber altogether.
We’re now seeing fiber move beyond cereals and bars into:
The result? Fiber is quickly becoming a headline ingredient instead of a supporting character.
From a formulation standpoint, fiber and protein play by very different rules.
Protein has had years of development behind it. Brands generally know what to expect when they add whey, pea, or soy protein to a system.
Fiber is a different story.
“Fiber” isn’t one ingredient. It’s an entire category, and each type behaves differently in real products.
As fiber shows up in more complex formats, those differences become critical.
Adding fiber isn’t just about hitting a nutrition target. It’s about making sure the product still works, tastes good, and holds up over time.
Here are the challenges we see most often:
Many fibers introduce off-notes, chalkiness, or unexpected viscosity. What works in a bar may fail completely in a beverage or confection.
In liquid systems, fiber can settle, gel, haze, or interact with proteins, sweeteners, and acids, especially over shelf life.
Consumers want fiber benefits, not digestive discomfort. The type, level, and combination of fibers matter, as does how the product is consumed.
“Good source of fiber” is easy to claim. Creating a product people actually enjoy and repurchase is much harder.
Functional fibers can significantly impact COGS. Early formulation decisions directly affect scalability and margin down the line.
The most successful fiber-forward products aren’t chasing the highest grams on the label. They’re designed with intention.
We’re seeing traction in:
In many cases, restraint wins.
Not exactly.
Protein became popular because it was easy to understand and easy to market. Fiber’s rise is more nuanced. It requires smarter formulation, deeper ingredient knowledge, and a clear understanding of how ingredients behave in real systems.
But that’s also why fiber represents such a compelling opportunity.
Brands that get it right now will be well positioned as consumers continue to prioritize gut health, metabolic health, and everyday functionality.
At Eurofins Product Development & Innovation, we help brands navigate the realities of fiber formulation early, before challenges show up at pilot or scale.
Our teams support:
If you’re exploring fiber as a nutritional or functional lever in your product, we’re always happy to talk through what’s feasible, what’s risky, and where the biggest opportunities lie.
Because fiber may not be the new protein, but it’s no longer an afterthought.
Have additional questions? Ready to get started? We can help.
Rachel Taylor | Director of Commercial Strategy, Eurofins Product Development & Innovation
Rachel Taylor is the Director of Commercial Strategy at Eurofins Product Development & Innovation (formerly The National Food Lab), where she works with emerging and established food and beverage brands to bring innovative products from concept to commercialization.
With over a decade at Eurofins, Rachel sits at the intersection of product development, formulation strategy, and go-to-market decision making. She partners closely with founders, brand leaders, and R&D teams to evaluate technical feasibility, ingredient strategy, scalability, and cost considerations early, helping teams make smarter decisions before they invest heavily in scale.
Rachel is based in Denver, Colorado, and is especially passionate about functional ingredients, emerging nutrition trends, and helping brands navigate the often-messy middle between a great idea and a product that works in the real world.