Rising Trends in Nutrition: Fiber Takes Center Stage
As the nutritional landscape continues to evolve, questions about shifting consumer preferences arise: Is fiber finally receiving the attention it deserves? Is Robert F. Kennedy Jr.’s anti-seed oil campaign making waves among consumers? And have we officially reached peak protein?
Shifting Nutritional Focus
According to Jenny Zegler, Mintel’s Director of Food & Drink, a decline in the “faddish worship of protein” is on the horizon. Speaking at the recent MISTA growth hack demo day in San Francisco, Zegler noted that while consumer enthusiasm for protein remains high, many Americans do not require additional protein intake. “53% of consumers who are focusing more on their diet are increasingly considering protein,” she stated.
In contrast, fiber—an area where most Americans fall short of recommendations—is gaining traction. This newfound interest is partly fueled by the growing conversation surrounding satiety and gut health, accelerated by the popularity of GLP-1 medications. Zegler emphasized, “Fiber could be the new protein. It’s a realm where consumers can truly experience its benefits.”
Retail Insights
Lisa Curtis, founder of the superfood brand Kuli Kuli, shared that retailers like Whole Foods Market are actively seeking products enriched with fiber. “They have plenty of greens and protein, but not enough fiber,” she revealed during the discussion.
Despite the Make America Healthy Again (MAHA) movement encouraging healthier eating habits, Curtis noted that concerns about planetary health aren’t a primary focus for shoppers, stating, “Nobody goes to the store asking: What’s the most impactful thing I can buy?”
“Consumers are eager to improve their health,” Zegler added, “but 40% agree that rising living costs make healthier choices more difficult.”
The Role of Innovation in Nutrition
In this evolving nutritional landscape, collaboration between startups and larger corporations is essential for bringing innovations to market. According to MISTA head Scott May, “The future of food won’t be defined by a single breakthrough, but by effective collaborations.”
Since its inception in late 2018, MISTA has connected startups with major industry players such as Givaudan, Ingredion, and AAK. Their latest hack day on healthy nutrition showcased innovative concepts generated from their collaborative efforts.
Exciting Concepts Unveiled
During the demo day on October 8, several intriguing concepts were presented:
- Powerfuel Sports Beverage – Featuring a highly soluble soy protein isolate, whey made via precision fermentation, and Superbrewed Food’s postbiotic protein.
- GLP-1 Support Shot – Comprising egg glycoprotein made via precision fermentation, enriched with vitamins.
- Powerstart Breakfast Burrito – Created with nutrient-rich alt meat, precision-fermented egg protein, and plant-based cheese.
These prototypes were further developed using the AI-powered concept generator Mintel Spark, which enabled creators to visualize product ideas and packaging.
Setting Clear Goals for Innovation
Given the substantial resources invested in external innovation initiatives, defining clear parameters and objectives is crucial. Ali Wing from the sweet protein startup Oobli emphasized the importance of understanding specific pain points rather than starting with generic goals like sugar reduction. “We need to listen before pitching solutions,” she advised.
Jeff Grogg from JPG Resources added, “A solution can only be sold if the problem is clearly identified.”
Startups to Watch: MISTA Growth Hack 2025
Here are ten standout startups showcased during the event:
- Infusd – Innovates by making both insoluble and fat-soluble nutrients water-soluble using proprietary processing methods.
- BioLumen – Utilizes fibers to form “sponges” in the stomach that limit glucose absorption.
- Geltor – Produces precision fermented collagen, enhancing skin firmness and elasticity.
- Checkerspot – Engineers microalgae for high-value lipids for various applications.
- Alpine Bio – Known for producing soluble soy protein from non-GMO soybeans.
- Fotortec – Grows oyster mushrooms on food waste for use as a sodium-reducing flavor enhancer.
- Savor – Innovates sustainable, functional fats from carbon and hydrogen sources.
- Typcal – Focused on mycoprotein production, claiming faster growth on diverse feedstocks.
- Optimized Foods – Transforms agricultural byproducts into functional ingredients using koji.
- Sempera Organics – Produces a nutrient-rich alt meat, made from chickpeas fermented with mushroom mycelium.
With increasing consumer awareness and innovations on the horizon, the future of nutrition looks promising, paving the way for healthier choices and advancements in dietary science.
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