The health and wellness industry has witnessed countless social media trends come and go, but every so often, one emerges that aligns perfectly with decades of scientific research. Enter ‘fibremaxxing‘, a term that’s racked up over 150 million views on TikTok and has nutritionists and dietitians in agreement rather than rolling their eyes.
For those of us working in health and nutrition, this latest viral moment represents something very significant: a shift in consumer priorities that formulators and brand owners need to understand to capitalise on.
The Gen Z Effect: New language around nutrition
Fibremaxxing perfectly exemplifies how Gen Z creates and consumes information. The terminology, with its distinctive double ‘x’ suffix, mirrors the digital-native approach to wellness trends. It’s punchy, shareable and designed for algorithm-friendly content. Yet unlike many fleeting social media trends, this one is rooted in solid nutritional science.
While the packaging of this trend is distinctly 2026, the message is one that researchers have championed for decades. Guidelines typically recommend that adults should consume around 30 grams of fibre daily, though not exclusively prebiotic fibre. Yet, 96% of people in the UK fall dramatically short of this amount, averaging just 16.4 grams. This shortfall, known as the ‘fibre gap’, isn’t news to industry professionals, but it’s finally resonating with consumers in a way that traditional health messaging hasn’t managed.
Why fibre deserves the spotlight
Professor Thomas Barber, consultant endocrinologist at University Hospitals Coventry and Warwickshire NHS Trust, calls fibre “a forgotten macronutrient” that deserves its moment. The evidence supporting this is compelling; high-fibre diets reduce the risk of cardiovascular disease, type 2 diabetes, stroke and colorectal cancer by 16-24%.
Fibre plays a crucial role in gut microbiome health, with knock-on effects for immunity, inflammation management and even cognitive function and mood regulation. As Professor Kieran Tuohy from the University of Leeds notes, when dietary fibre is lacking, gut bacteria seek alternative food sources, often breaking down proteins and amino acids.
The prebiotic connection: Where Bimuno® GOS fits into the picture
The fibremaxxing trend has opened a window of consumer awareness that extends to prebiotics, a category that includes galactooligosaccharides. All prebiotic fibres are fibre, but not all fibres are prebiotic. This is particularly relevant for formulators because different fibres deliver different outcomes in terms of microbiome impact and product positioning.
Prebiotics represent a specific subset of fibres that selectively feed beneficial gut bacteria, which are associated with certain health benefits. Within the GOS category, Bimuno GOS stands out as the most extensively studied prebiotic of its type, with over 130 scientific publications, including more than 25 clinical trials, supporting its efficacy. This evidence base matters enormously when consumers are becoming increasingly savvy about health and nutrition products, and the ingredients within them.
The fibremaxxing conversation often centres on fermentable fibres, the broader category that encompasses prebiotics. When social media content discusses how certain fibres “feed good bacteria in the large intestine,” they’re essentially describing prebiotic action, whether they use that terminology or not.
Formulation opportunities in a fibre-conscious market
For brand owners and formulators, the fibremaxxing trend signals clear opportunities.
Functional foods and beverages
Consumers are actively seeking convenient ways to boost fibre intake beyond standard diets. Products that deliver prebiotic benefits, while fitting into busy lifestyles (think functional drinks, snack bars or supplement formats), align perfectly with rising demand. This growth is reflected in market data, where intelligence firm FMCG Gurus reports that that up to 47% of global consumers believe that a ‘high in fibre’ claim makes a snack feel ‘healthy’.
Low-dose efficacy
Bimuno GOS has demonstrated a proven prebiotic effect at ultra-low doses of just 380mg active GOS per day. This makes it very practical for a wide range of product formats, including capsules, where formulation space is limited.
Science-backed positioning
As consumers become more educated about gut health, they’re looking beyond generic claims and promises. Products that can communicate specific benefits, supported by clinical research, will stand out in an increasingly crowded marketplace.
Multi-benefit appeal
The fibremaxxing conversations taking place on digital platforms encompass many different areas of health, including gastrointestinal health, immunity, and cognitive health. Prebiotics like Bimuno GOS, which nourish Bifidobacteria, address multiple aspects of this wellness spectrum, offering formulators a scientifically validated ingredient with broad appeal.
Meeting the moment
What makes fibremaxxing different from typical wellness trends is its potential staying power. It’s not promoting miracle quick fixes, but encouraging a fundamental dietary shift that aligns with general public health guidance. In this instance, social media influence and scientific consensus are moving in the same direction.
For formulators and brand owners in the health and nutrition space, this represents a rare alignment of consumer awareness, scientific validation and market opportunity. Whilst Gen Z might have coined the term ‘fibremaxxing,’ they’ve inadvertently created a teachable moment for the entire wellness industry, and one that perfectly positions prebiotic ingredients as essential components of next-generation health products.
The question is how quickly formulators can develop products that meet this emerging consumer demand with the scientific rigour it deserves. With Bimuno GOS’s evidence base, low-dose efficacy and proven benefits across multiple health outcomes, the ingredient toolkit is ready.
At Clasado Biosciences, we’ve spent over two decades building the scientific foundation that moments like this require. Our expertise isn’t just in supplying Bimuno GOS, but in understanding how consumer trends translate into formulation challenges and market opportunities.
If you’re looking to develop products that capture the fibremaxxing moment whilst delivering genuine, evidence-backed health benefits, the Clasado Biosciences team is ready.
