Coca-Cola CEO James Quincey says the company is closely watching fiber as a potential new health trend in beverages, suggesting it could start appearing in drinks as early as this year.
Speaking to CNBC at the World Economic Forum in Davos, Quincey noted that while much of the industry’s focus has been on protein, fiber may be next. He pointed out that fiber is soluble and easy to add to drinks, citing Diet Coke Fiber+, a product Coca-Cola has sold in Japan since 2017.
The Japan-only drink contains five grams of dietary fiber per bottle and is marketed as sugar- and calorie-free, designed to address specific dietary needs. However, Quincey acknowledged that the product remains niche, saying most consumers don’t typically choose drinks for their fiber content.
His comments align with predictions from other major food and beverage executives. McDonald’s CEO Chris Kempczinski recently said fiber would be one of the biggest food trends in 2026, while PepsiCo CEO Ramon Laguarta previously described fiber as “the next protein.”
Fiber has also gained traction online, with “fibermaxxing” emerging as a viral health trend in 2025. Dietitians have highlighted its benefits for gut health, cholesterol reduction, and lower colon cancer risk. Meanwhile, Pinterest has identified cabbage, a fiber-rich vegetable, as a top food trend for 2026, noting a sharp rise in related searches over the past year.