The Protein Industrial Complex Is Here. Fiber Wants In.

Protein has become a dominant nutrition trend, spread by gym culture, wellness branding, and new U.S. dietary guidance.

Concerns about GLP-1-related muscle loss have further boosted demand for high-protein foods and supplements.

Startups like Pendulum Therapeutics are trying to reposition fiber as an essential nutrient for microbiome, metabolic, and long-term health.

The shift shows how policy, consumer habits, and marketing are reshaping the nutrition market around both protein and fiber.