For example, search interest increased in inulin fiber by 70%, kiwi fiber by 60%, psyllium 50%, chia seeds fiber 50%, apple fiber 30%, banana fiber 20% and avocado fiber 10%, according to Google. In response, she said, Beneo wants to subtly tweak the trend to further boost consumers’ health and, in doing so, create new market opportunities for food and beverage brands. “Our take on the fibermaxxing trend is an approach to fibermixxing – so getting diversity of fibers so that you can maximize health benefits because not all fibers act the same in the body,” she said. For support, she pointed to a meta-analysis of 32 randomized controlled trials using chicory root fibers that included almost 1,200 people. Finally, she argued, shifting the conversation from fibermaxxing to fibermixxing is “responsible” because it helps consumers add more fiber to their diet in a way that delivers benefits but reduces the risk of gastrointestinal discomfort if consumers add too much fiber to their diet too quickly.