….fiber?
America’s insatiable desire for nutritional supplements has made a surprise hit out of fiber, long held to be the most boring of all nutrients. Metamucil, the Procter & Gamble staple for 90 years, has seen sales double in the past five years. Other innovators see the obvious, that all you need is a marketing budget and an understanding of the broken millennial mind to make any routine macronutrient blend into a gold mine. From 2019 to 2023, the number of fiber-centric supplements launched is up 14 percent, according to the Global New Products Database.
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