Protein captivated consumers and food companies in 2025, but fiber is increasingly stealing the scene as people place an increasing emphasis on promoting gut health. For most Americans, that recommended range usually falls somewhere between 25 grams and 38 grams of fiber per day, she added. "I think fiber will be the next protein," Laguarta said. The gut health crazeWatching fiber intake isn't new, experts note, but it's often been associated with older people who require it for health reasons as they age. Earlier this year, Coca-Cola launched its prebiotic soda, Simply Pop, with six grams of prebiotic fiber in five flavors to encourage gut health.