From Fibermaxxing to GLP-1s, the Health Trends Putting Lentils in the Spotlight Is there any segment of the food industry that showcases such dramatic, sweeping changes quite like health and wellness? Think about past trends like the low-fat and low-calorie craze, low-carb diets, the rise of gluten-free eating, the explosive growth of superfoods, and more recent diet trends like intermittent fasting. Now these health trends are shifting more rapidly than ever, as social media drives more adoption at an ever-faster pace. So, as we head into 2026, which health trends are consumers embracing? Today, protein remains a clear priority for consumers across the demographic spectrum, but now fiber is rapidly taking its place in the spotlight, as well. These consumer health demands coincide with the continued interest in GLP-1 medications like Ozempic and Wegovy (and they are, in fact, essential parts of the dietary changes GLP-1 users must prioritize). There are few ingredients as naturally aligned with these needs as lentils. With their combination of protein, fiber, satiety, gut health support, and clean ingredient appeal – which also gives them a natural place in the diets of GLP-1 users – lentils are a stand-out solution for the way consumers eat today. Will fiber be the next protein? Snacks are often centered on fiber-centric foods and ingredients.“Fiber will be the next protein,” PepsiCo CEO Ramon Laguarta said during an earnings call in October.1 He’s not the only one that thinks so. In the many 2026 trend lists and articles aiming to forecast what consumers will want to eat and drink in the year ahead, fiber is one of the most dominant themes recurring over and over again (though the protein trend is still going strong). “Protein continues to be king, but fiber is gaining traction as consumers seek gut health, holistic digestive wellness, and natural ways to feel fuller longer,” noted Whole Foods in its list of the top food trends for 2026. The wellness-focused supermarket noted that more brands were calling out fiber on packaging while a range of categories were increasing the amount of fiber in products. Some consumers are even “fibermaxxing,” radically increasing their fiber intake in order to meet or even exceed recommended guidelines. Meals and snacks are often centered on fiber-centric foods and ingredients, while fiber-rich ingredients are added to everything from smoothies to burgers. Why are consumers so focused on fiber now? Gut health is one driver, but another is simply how few consumers meet their daily fiber needs. According to the American Society for Nutrition, 93% of U.S. consumers are fiber deficient.3 While that has long been true, today many of these consumers are learning they should prioritize fiber in their diet from dietitians and influencers on social media. “As a Registered Dietitian Nutritionist who has been celebrating the wonders of fiber for decades, seeing it become a viral social trend like fibermaxxing is exciting – finally, fiber!” says Pam Smith, who co-created the health-driven restaurant brand Seasons 52 and co-chairs The Culinary Institute of America’s Healthy Menu’s R&D Collaborative. “Factors propelling it to seemingly overnight celebrity status are the soaring interest in whole body wellness through whole foods vs. ultra processed foods, and the rising numbers of GLP-1 obesity health users.” Fiber-rich ingredients are added to everything from smoothies to burgers. The Rise of GLP-1s Fiber and protein are also top-of-mind for another reason – the rise of GLP-1 drugs like Ozempic and Wegovy. While statistics vary, much of the research puts the number of current U.S. GLP-1 at about 8-10% of the adult population. Those numbers could increase as prices drop and new options potentially hit the market, including products that eliminate the need for injections. Protein is crucial for those on GLP-1s. Because these drugs significantly reduce caloric intake, users risk losing muscle mass. In order to retain muscle, those on GLP-1s may need to increase their protein intake to more than 50% above what is recommended for non-users.4 Fiber also plays a key role for GLP-1 users, helping manage many of the more common side effects, particularly digestive discomfort. Many users report a range of gut issues, which fiber can help to keep in check, while also working in tandem with a GLP-1 to keep a user fuller for longer. Certain types of fiber can even naturally stimulate the body’s natural GLP-1 production.5 While recommendations vary, because so many consumers are deficient in their fiber intake, many nutritionists suggest aiming to hit minimum guidelines first – 25 daily grams of fiber per day for women and 28 grams for men.6 “Not only does GLP-1 use necessitate increased fiber intake for digestive and gut health, if choosing lentils or pulses to increase that fiber, there is a complementary increase in protein,” says Smith. “And the fiber in lentils is almost half ‘soluble fiber,’ the type that binds with water to move more easily through the system, helping to stabilize some of the GI symptoms that often accompany these medications.” Lentils for the Win While consumers may not agree on much, when it comes to health, they do agree on one thing: a whopping 96% say that lentils are healthy overall.7 More importantly, they associate lentils with today’s key health trends like fiber. When asked which health benefits consumers associate with lentils, the top two options they chose were protein and fiber.7 And they’re right to make that association. A half cup of lentils provides about 12 grams of protein and a whopping 32% of the daily recommended intake of fiber. A half cup of lentils provides about 12 grams of protein and a whopping 32% of the daily recommended intake of fiber. Those nutrition facts matter. Of the nearly three-quarters of consumers who say they want to eat even more lentils at restaurants, the number one reason was because they are trying to eat more fiber.7 What’s more, lentils align with other health wants and needs that consumers reported, like the demand for more whole and unprocessed foods. “Lentils are my go-to for delicious wellness, for their versatility, and they fit in most any cuisine and day part,” says Smith. “They are ‘sponges’ and carriers for flavor, making any dish more flavorful and satisfying – and are perfect for ‘blending’ to enhance protein-rich dishes – either in plant-rich dishes, or replacing animal protein with cooked lentils.” Healthy Solutions for Today and Tomorrow As health priorities and trends continue to shift and evolve – as protein and fiber converge, as GLP-1s reshape how millions eat – lentils offer a uniquely comprehensive solution. From plant-based or blended burgers to crispy fritters and patties, from a cost-effective bowl base to a globally-inspired soup or entrée, lentils are a versatile source of culinary creativity that aligns with today’s health and wellness goals. For consumers, chefs, and manufacturers navigating today’s health landscape, lentils are not only relevant today, but they are ideally positioned for where market trends are headed in the future. “PepsiCo’s CEO Says Fiber Will Be the Next Protein,” Business Insider, October 2025 “The Next Big Things: Our Top Food Trend Predictions for 2026,” Whole Foods, October 2025 “Just 7% of Adults Meet Fiber Recommendations, Raising Risk of Chronic Diseases,” American Society for Nutrition, June 2021 “Here’s Exactly How Much Protein to Eat If You’re on a GLP-1,” SELF, October 2025 “Less Snacking, More Satisfaction: Some Foods Boost Levels of an Ozempic-like hormone,” NPG, October 2023 “What To Eat (and Avoid) on GLP-1s,” HealthCentral, March 2025 Menu Matters & Lentils.org Consumer Survey, August 2024
