News
Southern California's "Fibermaxxing" Trend Strains Global Food Supply Chains
Southern California restaurants and food brands are increasingly incorporating fibre into their products, leading to supply chain challenges. High demand for ingredients like chicory root and psyllium husk has strained supply lines and increased prices.
Restaurants and emerging food brands from Santa Monica to San Diego are adding fibre to menus and packaged goods to meet rising consumer demand for digestive wellness products. Heightened awareness of gut health, the microbiome, and rising colon cancer diagnoses among younger adults are factors driving the trend. However, supply chain issues are complicating efforts to incorporate fibre. Increased demand for chicory root, commonly sourced from Europe, has strained supply. Smaller firms now compete with larger food companies for limited supplies of ingredients like chicory root and psyllium husk, which is causing prices to rise.
Key Facts
- Southern California restaurants are scrambling to add fibre to food and drink items.
- The trend is driven by growing awareness of gut health and colon cancer.
- Chicory root, a source of inulin fibre, is in high demand but not widely produced in the US.
- Increased orders from food manufacturers have strained chicory root supply lines.
- Smaller firms are now competing with larger food companies for chicory root.
- Psyllium husk demand has grown rapidly, adding to supply chain strain.
- Cultivators in India are the primary global suppliers of psyllium husk.
- Logistics bottlenecks and crop variability have increased market pricing volatility.
Primary Source
Research Sources
- Los Angeles Times — Fibermaxxing: Southern California's Next Big Food Trend Seizing the "Good-for-Your-Gut" Spotlight