Protein and fibre ‘maxxing’ trend over? How consumers will diversify their diets – FoodNavigator.com

Report on Shifting Consumer Dietary Trends and Alignment with Sustainable Development Goals

Executive Summary

An analysis of consumer dietary trends indicates a significant shift away from the maximization of single nutrients, such as protein and fibre, towards a focus on dietary diversity. This transition, projected for 2026, aligns closely with several key United Nations Sustainable Development Goals (SDGs), particularly SDG 2 (Zero Hunger), SDG 3 (Good Health and Well-being), and SDG 12 (Responsible Consumption and Production). The report outlines the current market landscape, the forecasted changes, and the direct implications for global sustainability targets.

Current Market Landscape: Nutrient Maximization

The 2025 food market has been characterized by a consumer trend focused on maximizing the intake of specific nutrients. This has led to a proliferation of products with high-protein and high-fibre claims, often driven by social media phenomena.

• Dominant Claims: High-protein and high-fibre labels have seen significant growth, influencing consumer purchasing decisions.
• Social Media Influence: Trends such as “fibremaxxing” have amplified the focus on quantity over dietary quality.
• SDG Implications: This narrow focus on single nutrients can inadvertently undermine the objectives of SDG 3 (Good Health and Well-being) by neglecting the need for a balanced and comprehensive range of micro and macronutrients essential for preventing malnutrition and disease.

Forecasted Transition to Dietary Diversity

Market analytics firm Mintel forecasts a consumer pivot in 2026 from nutrient quantity to the quality and variety of nutrient sources. This shift reflects a growing awareness of the holistic benefits of a varied diet, which is fundamental to achieving global health and sustainability goals.

1. Diversification of Protein Sources: While protein intake will remain high, its growth is expected to plateau. Consumers will increasingly seek to combine various plant-based sources, such as legumes and grains, to create complete proteins. This practice directly supports SDG 2 (Zero Hunger) by promoting access to nutritious, affordable, and sustainable food sources and contributes to SDG 12 (Responsible Consumption and Production) by reducing reliance on resource-intensive animal proteins.
2. Expansion of Fibre Sources: The market for fibre is projected to grow, but the “maxxing” culture will decline. Consumers will favour a wider array of fibre-rich ingredients, including wheat bran, chia seeds, legumes, and nuts. This approach promotes gut health and overall wellness, aligning with SDG 3 (Good Health and Well-being).
3. Emphasis on Overall Health: Industry experts confirm that dietary diversity is crucial for optimal health, as no single food provides all necessary nutrients. A varied diet delivers a broad spectrum of vitamins, minerals, polyphenols, and beneficial bacteria that work synergistically to prevent disease.

Alignment with Sustainable Development Goals

The emerging trend towards dietary diversity offers substantial support for the UN’s 2030 Agenda for Sustainable Development.

• SDG 2 (Zero Hunger): By encouraging the consumption of a wider variety of crops, including legumes, seeds, and diverse grains, this trend supports more resilient and sustainable agricultural systems, improves nutritional outcomes, and helps combat all forms of malnutrition.
• SDG 3 (Good Health and Well-being): A focus on varied diets is a direct pathway to improved public health, reducing the risk of non-communicable diseases and promoting well-being for all ages.
• SDG 12 (Responsible Consumption and Production): The shift towards diverse, often plant-based, food sources promotes sustainable consumption patterns and supports agricultural biodiversity, which is critical for resilient food production systems.

Analysis of Sustainable Development Goals in the Article

1. Which SDGs are addressed or connected to the issues highlighted in the article?

The article on shifting dietary trends from nutrient quantity to diversity connects to several Sustainable Development Goals (SDGs). The primary SDGs addressed are:

• SDG 2: Zero Hunger

  This goal aims to end hunger, achieve food security, improve nutrition, and promote sustainable agriculture. The article’s focus on “dietary diversity,” “nutritionally ‘complete’ proteins,” and obtaining a “wider range of macro and micronutrients” directly relates to the “improved nutrition” aspect of this goal. It discusses not just the quantity of food but the quality and variety necessary for a healthy life.

• SDG 3: Good Health and Well-being

  This goal seeks to ensure healthy lives and promote well-being for all at all ages. The article explicitly links dietary choices to health outcomes. It quotes a nutritionist stating that dietary diversity is “crucial because no single food contains all the nutrients our bodies need for optimal health and disease prevention.” This directly supports the objective of promoting health and preventing diseases through better nutrition.

• SDG 12: Responsible Consumption and Production

  This goal is about promoting resource and energy efficiency, sustainable infrastructure, and providing access to basic services, green jobs, and a better quality of life for all. The article’s discussion of a consumer shift towards diverse, plant-based sources like “legumes, seeds and grains” and combining them to create “complete proteins” (e.g., rice and beans) points towards more sustainable consumption patterns. Plant-based diets generally have a lower environmental footprint than animal-based diets, aligning with the principles of responsible consumption.

2. What specific targets under those SDGs can be identified based on the article’s content?

Based on the article’s content, the following specific SDG targets can be identified:

1. Target 2.2: End all forms of malnutrition

   By 2030, end all forms of malnutrition, including achieving, by 2025, the internationally agreed targets on stunting and wasting in children under 5 years of age, and address the nutritional needs of adolescent girls, pregnant and lactating women and older persons. The article addresses this target by highlighting a move away from “maxxing” single nutrients (which can lead to an imbalanced diet) towards “dietary diversity.” This shift ensures a “wider range of macro and micronutrients, as well as polyphenols and beneficial bacteria,” which is fundamental to ending malnutrition in all its forms, including nutrient deficiencies and imbalances.

2. Target 3.4: Reduce mortality from non-communicable diseases

   By 2030, reduce by one third premature mortality from non-communicable diseases through prevention and treatment and promote mental health and well-being. The article supports this target by emphasizing the preventative role of a healthy diet. The statement that a wide variety of foods is needed for “optimal health and disease prevention” directly links the consumer trend of dietary diversification to the prevention of non-communicable diseases, which are often diet-related.

3. Target 12.8: Promote universal understanding of sustainable lifestyles

   By 2030, ensure that people everywhere have the relevant information and awareness for sustainable development and lifestyles in harmony with nature. The article itself is a form of information dissemination, and it describes a trend driven by growing consumer awareness. The prediction that “consumers will diversify the sources of protein and fibre they consume” reflects an evolving understanding of what constitutes a healthy and, implicitly, a more sustainable lifestyle. This shift in consumer thinking and behaviour is a direct outcome of increased awareness and information.

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

The article does not mention official SDG indicators with specific codes, but it implies several qualitative and quantitative measures that could be used to track progress towards the identified targets:

• Indicator for Target 2.2 (Implied): Increase in Dietary Diversity

  Progress can be measured by tracking consumer purchasing habits and consumption patterns. The article implies this indicator by predicting that “diverse sources like legumes, seeds and grains will gain popularity” and that consumers will be attracted to ingredients like “wheat bran, chia seeds, and hulled hemp seeds, as well as legumes, dried fruits and nuts.” An increase in the sales and consumption of these varied food groups would indicate progress towards more diverse and nutritious diets.

• Indicator for Target 3.4 (Implied): Consumer Focus on Preventative Health through Diet

  The article suggests that the motivation for this dietary shift is health-related. An indicator could be the prevalence of consumer attitudes linking diet to “disease prevention.” This could be measured through market research surveys tracking consumer motivations for choosing diverse foods and the rise of food products marketed with claims related to “overall health” and “holistic nutrition” rather than just high protein or fiber content.

• Indicator for Target 12.8 (Implied): Shift in Consumer Demand Towards Plant-Based Proteins

  The article highlights that “consumers may look at combining different sources of plant-based proteins.” A measurable indicator would be the market growth of plant-based protein sources (legumes, grains, seeds) relative to traditional animal-based sources. Tracking sales data and market share for these products would serve as a clear indicator of a shift in consumer awareness and preference for more sustainable options.

4. Table of SDGs, Targets, and Indicators

Source: foodnavigator.com