Nutrient maxxing: Increased fiber, protein intake hold consumer attention

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Nutrient maxxing: Increased fiber, protein intake hold consumer attention

6 Feb 2026

Lily Cota

Lily Cota is a writer, editor and photographer from Kansas City, Missouri. She graduated from Missouri State University with a Bachelor of Science in English and a minor in Photography. When she’s not writing, you can find her reading fantasy novels, thrifting, trying out local coffee shops and spending time with her nieces.

KANSAS CITY, MO — Amidst a wave of wellness-focused reformulation, consumers have made their priorities clear: clean-label protein and fiber in everything. Even the beverage industry is listening, with international coffee chain Starbucks adding protein cold foam to its menu for those needing a pump up right from the get-go.

Protein isn’t new to commercial bakers. From Kodiak’s Trail Bars to Dave Killer Bread’s Organic Snack Bites, it’s been a common thread woven into CPG over the last few years, as seen in Commercial Baking’s 2025 New Products Annual. More recently, it’s become the main focus of indulgent, better-for-you products such as Yumkies’ bite-sized cookies and Lexington Bakes’ pumped-up brownies.

Protein is no longer just an added feature; it’s a minimum requirement. Bakers are prioritizing functional single-serve treats and protein-packed bites while maintaining taste, because consumers don’t want more protein if the tradeoff is less flavor.

According to Grand View Research, the global high-protein bakery products market size was estimated at $4.46 billion in 2024 and is projected to reach $6.69 billion by 2030.

“We have to think about, ‘How do we still deliver extraordinary taste and hide in the protein that everybody wants?’” said Lex Evan, founder of Lexington Bakes, in an exclusive interview with Commercial Baking, regarding the launch of his Protein Oat Bars and Protein Cookies. “We’re catering to the modern consumer, but delicious dessert is still a needed addition to protein.”

Fiber to the max

On the heels of higher demand for more protein, fiber is making headway in the gut health realm and beyond, led by an enticing buzzword: Fibermaxxing.

“Fibermaxxing is essentially attempting to eat a ton of fiber to max out your daily fiber intake — at least meeting, but more likely exceeding, the recommendation for daily fiber intake,” said Tara Schmidt, RDN, LD, a lead registered dietitian at Mayo Clinic.

By intentionally maximizing daily fiber intake, consumers can improve gut health, satiety and heart health, and bakers can help them along the way by adding fiber-dense ingredients to their bakes, such as oats, flax and chia seeds.

“Fiber plays a crucial role in supporting digestive health,” said Charlotte Martin, a registered dietitian and consultant for the Grain Foods Foundation. “It also aids in weight management and reducing the risk of chronic diseases like diabetes and heart disease.”

To align with consumers seeking health-oriented products with higher protein and fiber intakes, bakers can incorporate these nutrients into a range of indulgent and better-for-you products, without sacrificing convenience or taste.

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