You Won't Believe Why Fiber is Suddenly the #1 Nutrition Goal for 2026—Are You Missing Out?

As the new year rolls in, a recent report from That's it., makers of the #1 fruit bar in America, highlights a significant shift in American snack preferences. The 2026 Snacking Trends Unwrapped report reveals that consumers are increasingly prioritizing health, with a clear desire for more fiber from fruits and vegetables, reduced added sugar, and fewer ultra-processed foods. This trend is particularly vital as nearly 90% of Americans fail to meet the recommended intake of vegetables, and about 95% do not consume adequate dietary fiber, according to dietaryguidelines.gov.

In 2025, That's it. delivered over a quarter billion servings of fruit and aims to achieve 350 million servings in 2026. The company’s mission is to make real fruit not just convenient, but accessible to all age groups. The report surveyed three distinct demographics: 1,000 general U.S. consumers, 1,000 parents of young children, and 135 nutrition professionals from NutritionFAM, a community of registered dietitians and nutrition experts. Across all groups, the interest in fruits and vegetables remained the top snacking priority for the third consecutive year.

What’s particularly noteworthy this year is the emergence of fiber as the fastest-growing nutrition goal among respondents. There is a significant shift toward seeking fiber specifically from fruits and vegetables rather than through supplements or powders. Parents highlighted an essential aspect of the 2026 snacking conversation—they desire nutritious options that their children will actually eat. This is increasingly challenging due to the prevalence of ultra-processed snacks dominating family routines.

In this context, respondents indicated a new standard for snacks in 2026: practical and satisfying nutrition that justifies its cost. With many families facing stretched budgets amid high food prices, the concept of value is evolving. It is now defined as "fullness per dollar" as families seek to maximize their nutritional bang for their buck.

“The fruit gap and the fiber gap are still enormous. Our mission since 2012 has been to help close those gaps by making real fruit more convenient and accessible for all ages,” said Dr. Lior Lewensztain, Founder and CEO of That's it.. “What’s especially encouraging this year is that people are not just asking for more fiber; they are increasingly asking for fiber from fruits and vegetables, in formats simple enough to stick with. In 2026, people want snacks that deliver real nutrition, real satisfaction, and real value.”

Founded in 2012, That's it. has built a reputation as a leader in healthy snacking. It pioneered the real fruit bar category with its flagship Fruit Bars, which contain only two ingredients: fruit and fruit. The Los Angeles-based company has expanded its product line to include innovations like Organic Fruit Crunchables, Dark Chocolate Vegan Truffles, Organic Energy Bars, and Probiotic Fruit Bars. Each product features six or fewer real ingredients, free from added sugars, sugar alcohols, artificial flavors, and colors.

Today, That's it. is recognized as a trusted name in better-for-you snacking, offering convenient, allergy-friendly options for health-conscious consumers. Its products are available nationwide at major retailers, including Costco, Sam's Club, Walmart, Target, Kroger, Publix, Meijer, Hy-Vee, H-E-B, Whole Foods, Thrive Market, Sprouts, Starbucks, and even onboard American Airlines, as well as through various online platforms.

This year's findings from That's it. suggest a growing, health-conscious consumer base that is eager for real, sustainable nutritional choices. As Americans increasingly seek to bridge the fiber and fruit gaps in their diets, the trend points towards a future where convenience and health are not mutually exclusive.