Coca-Cola is keeping a close watch on changing consumer health trends, and according to CEO James Quincey, fiber could be the next major focus — not protein. Speaking at the World Economic Forum in Davos, Quincey said that while protein has dominated health-focused beverages, fiber may soon start “creeping in” to drinks.
Unlike protein, fiber is soluble and easy to add to beverages. Coca-Cola already has experience in this space with Diet Coke Fiber+, launched in Japan in 2017. The sugar- and calorie-free drink contains five grams of dietary fiber and was designed to address specific dietary needs. However, Quincey acknowledged that fiber drinks remain niche, as most consumers don’t typically buy beverages specifically for fiber intake.
Still, industry leaders agree that fiber’s moment is coming. McDonald’s CEO Chris Kempczinski recently predicted fiber would be one of the biggest food trends of 2026, while PepsiCo CEO Ramon Laguarta has called it “the next protein.”
The rise of the viral “fibermaxxing” trend on social media has helped fuel interest, with experts highlighting fiber’s benefits for gut health, cholesterol control, and reduced colon cancer risk. With growing consumer awareness, fiber may soon become a mainstream feature in everyday drinks.