NEW YORK, April 6 — First it was protein, now it’s fiber. The idea of ’maxing’ is permeating social media, as health influencers claim that consuming specific nutrients is the key to vitality and a life-changing gut glow.
Viral dietary trends rooted in extreme optimization are influencing the way people eat and the way companies market themselves, but are they actually healthy?
The concept of “Protein Max” asserts that when it comes to macronutrients found in foods such as meat, dairy, and nuts, which are essential for a variety of bodily functions, such as tissue repair and strengthening immune function, more is better.
Meanwhile, dietary fiber is expected to become an online trend in 2026. Consuming as much as you can can reduce hunger and help you maintain regularity, say online proponents waving bowls of chia seeds and oats for the camera.
Brands are paying attention. If you can buy it, there’s probably a protein-fortified version. Even the highest carbohydrate cereals advertise their high protein content.
And blue-chip companies like PepsiCo and Nestlé, as well as upstarts like Olipop, are jumping on the bandwagon, emphasizing the fiber content of prebiotic sodas and chips.
PepsiCo CEO Ramon Laguarta said at an earnings conference late last year, “I think the next protein will be fiber.”
A study by consulting firm Bain & Company found that nearly half of U.S. consumers are trying to eat more protein.
Research shows that Gen Z and Millennial consumers are primarily driving trends across the U.S., Europe and Asia.
The same applies to fibers. According to London Global Data, 40 percent of Gen Z and 45 percent of Millennials reported trying to improve their gut health.
More is not necessarily better
Nutritionists say there’s a grain of truth to the fiber craze.
Andrea Glenn, an assistant professor of nutrition at New York University, called the fiber movement “a fairly tame wellness trend compared to other things out there.”
Samantha Sunashal, a registered dietitian at The Ohio State University Medical Center, said protein has been the “special baby” in recent years, and dietary fiber has been “hugely undervalued.”
“I’m glad that even a little bit of light is shining on me.”
But these experts, along with Arch Mainus, a professor of community health and family medicine at the University of Florida who studies the use of social media in health communication, said more is not necessarily best, especially when it comes to protein.
Meinous said that while it’s important to eat according to the recommended daily intake, “one is better than five? I’m not really in favor of that.”
He expressed concern that people are placing too much weight on one-size-fits-all health advice from influencers.
He said this is part of a broader trend that has resulted in a “lack of trust in health experts,” and that the “do your own research” mentality has also been fueled by people like U.S. Secretary of Health Robert F. Kennedy Jr., who has spread anti-vaccine misinformation for years.
Few influencers are trained scientists, Mainus said, and many have deals with brands and their own agendas, including the products they sell.
There is no “silver bullet”
So what’s an eater to do?
Talk to your doctor first, Mainus said.
As a general guideline, the American Heart Association says that for most people, a combination of foods such as one glass of milk, one cup of yogurt, one cup of cooked lentils, and about the size of a deck of cards of cooked lean meat or fish is a good guide to the average daily protein goal for most people.
When it comes to fiber, Glenn said 25 to 38 grams is a good goal, depending on age and gender.
High-fiber foods such as beans, fruits, vegetables, nuts, and whole grains like oats and quinoa are associated with lower rates of certain cancers and can help keep cholesterol and blood sugar levels in check.
In general, Glenn says, you should eat some whole grains and fruit for breakfast, and try to fill half your plate with vegetables for lunch and dinner.
This visualization “will make it easier to reach your goals without having to carefully count the amount of fiber you’re consuming,” she told AFP.
But if you don’t currently consume much fiber (which most people don’t), Sunashal warns that “maxing out” isn’t a good idea.
If you change things up overnight, “your gastrointestinal system will have a strong reaction,” she says. “Slow and steady will win the race.”
And Glenn pointed out that powders and supplements are no substitute for real, whole foods.
Perhaps most importantly, no nutrient is a panacea. “Fibre-rich” potato chips probably aren’t going to change your life.
“I think it’s important to never think of these things as a silver bullet for all your problems,” she says. —AFP
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