Coca-Cola CEO James Quincey Says Fiber Could Be the Next “Functional” Beverage Boom in 2026

Fiber is having a major moment—and not just in breakfast cereal. At the World Economic Forum in Davos, Coca-Cola CEO James Quincey suggested that consumers may soon see more fiber-enhanced drinks, calling it a growing health trend that could “creep in” after years of intense focus on protein.

This shift matters because Coca-Cola is one of the world’s biggest beverage companies. When its CEO highlights a trend, it often signals what big brands are watching—and what might show up on store shelves next. Quincey’s comments also line up with predictions from other top executives, including leaders at PepsiCo and McDonald’s, who’ve recently pointed to fiber as a major 2026 theme.

What Quincey Actually Said (And Why It’s Different From the Protein Hype)

Speaking in Davos, Quincey described how the industry has been riding two big waves: refreshment (classic beverages, hydration, taste) and protein (protein shakes, high-protein snacks, “more grams per serving” marketing). But he hinted that the next “add-on ingredient” consumers will notice might be fiber—especially because certain fibers can dissolve into drinks more easily than people expect.

Importantly, Quincey wasn’t saying everyone will suddenly buy soda for fiber. He even acknowledged that fiber drinks can remain niche, because most people don’t shop for beverages with fiber as their main goal. Still, he suggested the industry is exploring how fiber could be added to beverages in a way that feels natural and appealing.

The Proof-of-Concept: Coca-Cola’s Fiber Drink in Japan

To show that “fiber soda” isn’t just a futuristic idea, Quincey pointed to a product Coca-Cola has already sold in Japan: Diet Coke Fiber+. According to Business Insider’s report, the drink is marketed as sugar- and calorie-free and contains five grams of dietary fiber per bottle.

This matters for two reasons:

• It shows feasibility: Coca-Cola already has experience formulating a mainstream-style carbonated drink that includes added fiber.
• It shows positioning: The product was framed as part of a segment where ingredients are added to address specific dietary needs—basically a “functional beverage” category.

More broadly, Japan has long been a test market for functional foods and beverages. Coca-Cola Fiber+ (also referred to as Coca-Cola Plus in some contexts) is commonly discussed as a Japan-origin functional variant that uses fiber such as dextrin/resistant dextrin.

Why Fiber Is Trending Now: The “Fiber Gap” Meets Social Media

Fiber is not a new nutrient. What’s new is the intensity of attention around it. Two forces are colliding:

1) A lot of people aren’t getting enough fiber

Large nutrition analyses have described a persistent “fiber gap,” noting that only a small portion of people meet recommended intake levels. One peer-reviewed review in the National Library of Medicine’s PMC archive cites national survey patterns suggesting only about 5% of the population meets recommendations.

Guidance on fiber targets often lands around 14 grams per 1,000 calories—commonly estimated as about 25g/day for adult women and 38g/day for adult men (with variations by age and individual needs).

2) “Fibermaxxing” made fiber feel like a challenge trend

Business Insider notes that “fibermaxxing” became a viral wellness trend on social media in 2025, with dietitians pointing to potential benefits such as gut health support, cholesterol help, and reduced risk of colon cancer.

Even if some online trends are noisy, they can still change what people search for, buy, and talk about—especially when the trend is rooted in a real nutrition shortfall.

Other CEOs Are Calling It Too: “Fiber Will Be the Next Protein”

Quincey isn’t alone. In fact, multiple major food-and-beverage leaders have recently echoed a similar message:

PepsiCo: “Fiber will be the next protein.”

PepsiCo CEO Ramon Laguarta has been widely quoted saying “fiber will be the next protein”—a striking line because it frames fiber not just as “healthy,” but as a big consumer marketing wave similar to protein’s rise.

McDonald’s: Fiber is “going to be big” in 2026

McDonald’s CEO Chris Kempczinski also highlighted fiber as a top 2026 food trend in a social media video, saying fiber would be a major focus.

When leaders from companies that sell everything from cola to chips to fast food all point to the same nutrient, it’s a strong sign that product innovation and marketing may follow.

Why Beverages Are a “Sneaky” Place to Add Fiber

Fiber is usually associated with foods like beans, oats, vegetables, and whole grains. So why put it in beverages?

Because some fibers are soluble and can blend into drinks

Quincey’s key point was that fiber can be workable in drinks because certain types are soluble. Soluble fibers can dissolve, helping companies add fiber with less impact on texture than rougher, insoluble fibers.

Because “functional beverages” are a fast-growing category

Functional beverages are drinks marketed for something beyond taste—like energy, hydration, added vitamins, probiotics, or now, fiber. Coca-Cola has already talked about products aimed at “specific dietary needs” in this space, which fits the functional beverage playbook.

Because convenience wins

Let’s be real: many people want healthier habits, but they also want convenience. Adding fiber to a drink is a “no extra chewing” solution. That doesn’t automatically make it the best way to get fiber—but it explains why companies are interested.

Health Reality Check: What Fiber Helps With (And What It Doesn’t)

Fiber has strong scientific support for a range of health benefits. But it’s still not magic, and it doesn’t cancel out an overall unbalanced diet.

Potential benefits linked to higher-fiber diets

• Digestive regularity: Fiber helps prevent or relieve constipation by bulking and softening stool.
• Cholesterol support: Soluble fiber can help reduce LDL (“bad”) cholesterol by lowering cholesterol absorption.
• Blood sugar support: Fiber can slow digestion and reduce spikes, supporting steadier blood sugar patterns.
• Lower risk associations: Higher fiber intake is associated with lower risk of several chronic diseases, including cardiovascular disease and type 2 diabetes, and is linked with lower body weight.
• Colon health: High-fiber diets are linked with lower risk of colorectal cancer in major medical guidance summaries.

Important cautions (especially with added fiber)

When people increase fiber quickly—especially from supplements or added fibers—some may feel gassy or uncomfortable. Many health organizations recommend increasing fiber gradually and drinking enough water. If someone has a medical condition, it’s smart to ask a clinician what’s appropriate.

Why Cabbage Suddenly Became a Fiber Celebrity

Fiber trends aren’t just about powders and labels—they’re also about what people cook. Business Insider pointed to cabbage’s surge on social media and cited Pinterest’s trend forecasting.

Pinterest’s official Pinterest Predicts materials for 2026 showed large growth in searches tied to cabbage recipes, including an increase for “cabbage dumplings” (reported as +110% over the comparison periods in the report).

Why does this matter for beverage companies? Because food culture moves as one ecosystem. When fiber-rich foods trend, the idea of “fiber as a wellness upgrade” becomes easier to sell—even in drinks.

What This Could Mean for Coca-Cola in 2026

Coca-Cola sits at a crossroads: it’s a brand built on pleasure and refreshment, but it’s also navigating modern consumer demands for “better-for-you” options. Fiber talk is one more sign of how the company may evolve its innovation strategy.

1) More “functional” line extensions

If the trend accelerates, Coca-Cola could expand fiber-forward products beyond Japan or test them in more markets. Quincey’s reference to an existing Japan product suggests the company has a template ready if demand grows.

2) Smarter formulation to protect taste

Consumers rarely compromise on taste for nutrition—especially in soda. That’s why the choice of fiber type matters. Soluble fibers such as dextrin-based ingredients are often discussed in beverage contexts because they can be easier to incorporate without heavy texture changes.

3) Messaging that avoids “diet culture” but still signals wellness

Fiber messaging is often framed around gut health, regularity, and heart health. It can feel more “everyday healthy” than protein branding, which sometimes leans into gym culture. If Coca-Cola can market fiber in a calm, practical way—without making big medical promises—it may resonate with a wider audience.

Will Fiber Drinks Replace Whole Foods? Probably Not.

Even if fiber beverages become more common, nutrition guidance typically emphasizes getting fiber from whole foods—fruits, vegetables, legumes, and whole grains—because those foods also bring vitamins, minerals, and other beneficial compounds. Still, added fiber products may appeal to people trying to close gaps, especially if they’re already buying beverages daily.

For readers who want a reputable explainer on fiber and its benefits, Mayo Clinic provides an accessible overview of how fiber supports digestion, cholesterol, and disease risk reduction.

What to Watch Next: How to Spot the Fiber Trend in Stores

If fiber becomes “the next protein,” here are a few realistic ways it may show up in 2026 product launches:

• Clearer front-of-pack callouts: “X grams of fiber” badges (similar to “20g protein” labels).
• Hybrid products: Sparkling waters, teas, or juices with added fiber positioned as “light functional.”
• Better ingredient education: Brands explaining soluble fiber types and how they fit into daily routines.
• More gut-health branding: Fiber paired with language about microbiome support (without overpromising).

FAQs About the Coca-Cola Fiber Trend in 2026

1) Why is Coca-Cola’s CEO talking about fiber now?

Because fiber is emerging as a consumer wellness trend, and Quincey believes it may start appearing more in beverages—especially as the industry looks beyond protein for the next “added benefit” ingredient.

2) Did Coca-Cola already make a fiber drink?

Yes. Quincey pointed to Diet Coke Fiber+ in Japan, marketed as sugar- and calorie-free with five grams of dietary fiber per bottle.

3) Is fiber really that important for health?

Major medical guidance links higher fiber intake to benefits like better digestion and lower LDL cholesterol, and it’s associated with reduced risk of several chronic conditions.

4) How much fiber do people generally need?

Common guidance is about 14 grams per 1,000 calories, often summarized as roughly 25g/day for adult women and 38g/day for adult men (with variations by age and individual needs).

5) Are most people getting enough fiber already?

Evidence suggests many people fall short. One major review describes that only about 5% meet recommendations, highlighting a long-running “fiber gap.”

6) Who else thinks fiber will be huge in 2026?

PepsiCo’s CEO has been quoted saying “fiber will be the next protein,” and McDonald’s CEO has also predicted fiber will be a defining 2026 food trend.

Conclusion: Fiber Is Moving From “Boring Nutrition” to Big Business

For years, the loudest nutrition marketing word was protein. Now, the conversation is widening—and fiber is stepping into the spotlight. Coca-Cola CEO James Quincey’s Davos comments suggest the company is watching how soluble fiber can fit into beverages, even if the category remains niche at first.

With PepsiCo and McDonald’s leaders also talking up fiber, plus social media trends like “fibermaxxing” and the rise of fiber-rich foods such as cabbage in trend reports, 2026 could be the year fiber becomes the next mainstream “functional” upgrade.

Bottom line: Expect more “fiber-added” labels, more functional beverage experiments, and a bigger conversation about closing the fiber gap—while nutrition experts continue to remind everyone that whole foods are still the gold standard.

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