Protein, Fiber Demand Reaches New Formats

Functional fiber and protein are the fastest-growing attributes consumers want in refreshers this year, climbing 8 and 7 percentage points to 19% and 36%, respectively, according to Datassential’s BUZZ: Refreshers & Functional Beverages Topical report.

Refreshers are non-coffee or tea beverages that usually contain caffeine or other energy-boosting ingredients. Among the attributes consumers want to see in them, antioxidants and B-vitamins remain the top picks, at 44% each. But protein and fiber are closing the gap fast.

Protein is one of three macronutrients, along with fat and carbohydrates, that a body needs to function and grow. It’s also the one Americans are focused on the most: 60% of U.S. adults say the amount of protein they consume is very or extremely important to their diet, well ahead of fat (46%) and carbohydrates (44%), according to Datassential’s Macro Movement report.

Most consumers take a whole foods approach to meeting their protein needs, with 44% saying they look to a variety of sources to achieve their goal. But a meaningful share is reaching for additional options: 29% look for high-protein or protein-enhanced versions of foods they already enjoy, and 21% eat or drink protein-fortified products outside their standard meals.

Fiber has been experiencing similar consumer demand. Forty-eight percent of consumers say they are actively trying to get more fiber into their diets, edging out protein at 47% and vitamins at 43%, according to the Macro Movement report.

Fibermaxxing, a TikTok trend built around packing as much fiber as possible into a single recipe or dish, is adding momentum to the fiber trend. Sixty percent of Gen Z consumers say they are interested in foods and beverages that are high in fiber, Datassential’s 2026 Trends report found.

Smoothie King leaned into the trend last year with their Fibermaxxing Smoothie, an LTO built around natural fiber sources in the beverage including wild blueberries, dates, and spinach, according to Datassential’s Launches & Ratings data. The chain followed up this year with a Proteinmaxxing Lemonade made with lemon and white grape juices, almonds, and protein.

Protein-seeking consumer behavior isn’t limited to just refreshers. The term “protein” is up 8% across non-alcoholic beverage menus over the past four years and expected to grow another 13% over the next four, according to Datassential’s Menu Trends.