The Vitamin Shoppe’s 2026 Health and Wellness Trends Report highlights five major trends in the U.S. health and wellness market, with fiber emerging as a particularly notable growth category. From January to May 2026, fiber sales increased by 20% year over year, while searches for “dietary fiber,” “psyllium husk,” and “dietary fiber gummies” rose by 59%, 150%, and 90%, respectively. These figures signal the rapid rise of the “fiber boom.” Among fiber ingredients, psyllium husk has attracted growing attention for its water-absorbing and gel-forming properties, which may support intestinal regularity, blood glucose management, and blood lipid management. Other important fiber sources include inulin, oats, and chia seeds, further highlighting the growing opportunities for fiber ingredients in the dietary supplement market.
The Fiber Boom Is Taking Shape
In mid-July, The Vitamin Shoppe, a well-known U.S. nutritional supplement retailer, released its 2026 Health and Wellness Trends Report, revealing five key trends:
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Fiber is becoming a foundational health category;
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Liver health is shifting from occasional detoxification toward daily care;
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Branded ingredients are becoming markers of quality and trust;
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Transparency is becoming a competitive advantage;
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Flavor innovation is changing the supplement experience.
Among these five trends, the rise of the fiber category is particularly worth watching. From January to May 2026, fiber category sales on The Vitamin Shoppe’s website increased by 20% year over year. Searches for “dietary fiber” on the website increased by 59% year over year, while searches for “psyllium husk” surged by 150%, and searches for “dietary fiber gummies” jumped by 90%. These figures indicate that the “fiber boom” has already emerged.
1. Why Are We Paying Attention to Dietary Fiber?
Dietary fiber refers to a broad group of carbohydrates found in plants that cannot be broken down by human digestive enzymes. Based on solubility, dietary fiber can be divided into two major categories: soluble dietary fiber and insoluble dietary fiber.
Soluble dietary fiber includes pectin, gums, galactomannan, beta-glucan, and other types of fiber. It can form a gel in water, delay gastric emptying, reduce postprandial blood glucose peaks, and bind bile acids to help lower cholesterol. Insoluble dietary fiber includes cellulose and lignin, which can increase stool bulk, promote intestinal motility, and help prevent constipation.
Research shows that nearly 70% of U.S. adults have a desire to actively increase their dietary fiber intake. The main motivating factors include overall health (41%), maintaining regular bowel movements (34%), heart health and cholesterol management (33%), and weight management (32%). Among various fiber ingredients, psyllium husk is particularly favored by the market, accounting for 40% of total sales of fiber supplements.
2. Psyllium Husk: A Highly Sought-After Fiber Supplement Ingredient
Strong consumer demand for fiber has continued to drive interest in psyllium husk. In The Vitamin Shoppe’s natural trends report released last year, psyllium husk was already identified as an ingredient worth watching closely. The 150% increase in platform searches this year further indicates that psyllium husk may be entering a new phase of market growth.
Psyllium is the common name for the seeds of annual plants belonging to the Plantago genus, which includes approximately 200 species. In traditional Chinese medicine, psyllium seeds have long been considered sweet and cold in nature and associated with the liver, kidney, lung, and small intestine meridians. They have traditionally been used for purposes including clearing heat and promoting urination, removing dampness and relieving diarrhea, improving vision, and resolving phlegm. In 2002, the former Ministry of Health of China approved psyllium seed/psyllium herb as an ingredient permitted for use in health foods.
Psyllium husk contains approximately 70% soluble fiber and 30% insoluble fiber. After absorbing water, it can expand to approximately 30–70 times its original volume and form a stable gel-like substance in the intestinal tract. This distinctive physicochemical property enables psyllium husk to simultaneously support intestinal regularity, blood glucose management, and blood lipid management.
A study conducted by the School of Food Science and Engineering at Wuhan Polytechnic University and published in Food Research International revealed the potential of psyllium husk powder (PHP) for improving type 2 diabetes mellitus (T2DM). PHP reduced body weight in T2DM model mice and significantly improved their glucose homeostasis, blood lipid levels, and insulin sensitivity.
The researchers further found that PHP improved overall metabolic function by regulating the gut microbiota. It increased the relative abundance of beneficial bacteria, including members of the Bacteroidetes phylum, Mucoraceae, and the genus Parabacteroides, while enhancing key metabolic pathways such as alpha-linolenic acid metabolism and the PPAR signaling pathway, thereby promoting the production of beneficial metabolites.
Figure source: Reference [3]
3. What Other Foods Can Provide Dietary Fiber Effectively?
Besides psyllium husk, what other foods can provide effective dietary fiber supplementation?
1) Inulin
Inulin is a naturally occurring fructan primarily derived from plants such as chicory root and Jerusalem artichoke. Inulin has good water solubility and can be fermented and utilized by beneficial bacteria such as Bifidobacterium in the intestinal tract. It is widely recognized as a high-quality prebiotic.
2) Oats
Oats are a natural source of high-quality dietary fiber. Raw oat grains contain approximately 10 grams of dietary fiber per 100 grams.
3) Chia Seeds
Chia seeds are rich in soluble fiber. When exposed to water, they can form a gel-like substance that helps increase satiety and slow digestion. Chia seeds contain approximately 34 grams of dietary fiber per 100 grams, of which soluble fiber accounts for approximately 20%.
References
[1] Douglas Brown, New Hope Network, “The Vitamin Shoppe's 2026 report reveals 5 key natural trends,” July 15, 2026.
[2] Research and Markets, “Psyllium.”
[3] Food Research International, research on the effects of psyllium husk powder (PHP) on type 2 diabetes mellitus (T2DM).