Coca-Cola CEO Reveals Next Big Health Trend: Fiber

At the World Economic Forum in Davos, Switzerland, Coca-Cola CEO James Quincey signaled a major shift in beverage innovation. Speaking with CNBC, Quincey suggested that fiber, not protein, could be the next big health trend for the company's drinks in 2026.

This prediction aligns with a broader movement in the food and beverage industry, where executives from major corporations are betting on fiber's rising popularity. From social media trends to corporate boardrooms, the focus is shifting toward gut health and dietary needs.

During a conversation at the annual gathering of global leaders, Quincey outlined the company's strategic thinking. He noted that the market has seen a significant focus on refreshment and protein in recent years, but a new shift is on the horizon.

"So you've got a lot of focus on refreshment and a lot of focus on protein, and people are definitely seeing more protein. We might see fiber creep in this year."

Quincey explained that fiber is a practical addition to beverages because it is soluble. This technical quality allows manufacturers to incorporate it into drinks without compromising texture or taste, making it a versatile option for product development.

Coca-Cola is not starting from scratch with this concept. The company has already tested the market for fiber-infused beverages in Japan since 2017. The product, known as Diet Coke Fiber+, is specifically designed to address specific dietary needs.

The Japanese market version is advertised as sugar- and calorie-free, containing five grams of dietary fiber per bottle. When the drink first launched, Quincey described it as part of a "fast-growing segment where ingredients are added to beverages to address specific dietary needs."

However, Quincey tempered expectations by noting that the Japanese product remains a "niche" drink. He explained that consumer habits are still forming, stating, "people don't buy drinks to have their fiber." This suggests that while the ingredient is promising, mainstream adoption requires a shift in consumer mindset.

Quincey's comments are not isolated; they reflect a consensus among top food and beverage executives. The prediction that fiber will dominate 2026 is gaining traction across the industry.

Last week, McDonald's CEO Chris Kempczinski took to Instagram to share his top three food trends for the coming year. He placed fiber at the very top of his list, stating unequivocally that it was "going to be big."

Similarly, PepsiCo CEO Ramon Laguarta predicted in an October earnings call that "fiber will be the next protein." This statement suggests a direct succession of health trends, moving from the high-protein focus of the last decade to a new era of fiber-centric nutrition.

The corporate interest in fiber is being driven by clear signals from consumers, particularly on social media. In 2025, the term "fibermaxxing" went viral, representing a trend where individuals aggressively increase their fiber intake.

Dieticians have supported this trend, highlighting fiber's benefits for:

• Aiding gut health and digestion
• Lowering cholesterol levels
• Reducing the risk of colon cancer

Vegetables high in fiber are also seeing a surge in popularity. Cabbage, specifically, is having a moment on social media platforms. Pinterest's annual trends report, released in December, predicts that cabbage will trend highest on social media in the United States in 2026.

The data supports this forecast. The search term "cabbage dumplings" rose by 110% from September 2024 to August 2025 compared to the same period the year before, indicating a massive spike in consumer curiosity.

The stage is set for a significant transformation in the beverage aisle. As consumer preferences evolve toward functional nutrition, major players like Coca-Cola are positioning themselves to meet that demand.

While the Diet Coke Fiber+ remains a niche product in Japan, the global conversation led by Quincey, Kempczinski, and Laguarta suggests that fiber is poised to move from the periphery to the center of product development strategies in 2026.