7-Eleven at the time said it was expanding its lineup of on-the-go protein snacks with a wider variety of options like protein packs, fresh protein bars, yogurt and overnight oats. 7-Eleven also said it had expanded its assortment of protein-packed sandwiches and wraps with recent additions like a chicken sandwich and Johnsonville Dr Pepper Sausage—as well as new and improved boneless wings. 

“As customer cravings evolve to incorporate more protein-heavy picks, 7-Eleven is stepping up to meet the moment in a major way,” the company said.

High fiber

In the Technomic report, when asked how important is it to them that restaurants offer high-fiber dishes, 35% of consumers said it was moderately important, 20% slightly important, 19% very important, 15% not important at all and 10% extremely important.

In addition, 27% of all consumers said they were consuming more fiber compared with a year ago, 67% said they were consuming the same amount, and 6% said they were consuming less.

In the 18-to-34 age group, 22% were consuming more fiber over the past year, 68% the same amount, and 10% less.

For those 35 and older, 29% were consuming more fiber, 66% the same amount, and 5% less.

One trend taking off on social media is fiber maxxing, and it’s particularly popular among younger consumers, said Robert Byrne, senior director, consumer research, at CSP sister research arm Technomic, Chicago. Byrne spoke about maxxing—or an extreme boost in consumption—and the new health frontier at CSP’s Convenience Retailing University in Austin, Texas, in February.

“They have protein max, now they want a fiber max to kind of balance it out,” Byrne said, “Apparently 95% of Americans fall short of their daily fiber consumption, and most are only consuming about 58% of their recommended daily intake of fiber.”

Fiber maxxing extends to beverages, and quick-service restaurants are already on board, he said.

At Starbucks, protein maxxing puts protein everywhere, including drink toppings, Byrne said, noting Starbucks sells a vanilla protein latte.

The Technomic report also outlined the shift in customers seeking out items high in protein; 46% of operators said more are doing so compared with a year ago while just 2% are doing so less often.

Regarding customers seeking out items high in fiber, 37% of operators said more are doing so compared with a year ago while just 6% are doing so less often.