The Online 'Maxxing' Trend
First, it was protein. Now it's fiber. The 'maxxing' mindset has permeated social media, as wellness influencers insist that loading up on certain nutrients is the key to vitality and gut health. These viral diet trends rooted in extreme optimization are impacting how people eat and what companies sell—but are they actually healthy?
Protein and Fiber: Is More Always Better?
The concept of 'proteinmaxxing' insists that more is better when it comes to this macronutrient found in foods like meat, dairy, and nuts. Meanwhile, dietary fiber is on track to be the online trend of choice for 2026, with advocates claiming that ingesting as much as possible leads to less hunger and better regularity.
Brands have taken note: If you can buy it, there's probably a protein-boosted version of it. Blue-chip companies like PepsiCo and Nestle, along with newer firms, are highlighting the fiber content in their products.
Surveys show nearly half of US consumers are trying to eat more protein, primarily driven by Gen Z and millennials. Similarly, a significant percentage of these younger generations report trying to improve their gut health, often linked to increased fiber intake.
Expert Opinion: More Isn't Always Best
However, nutritionists say that while there are grains of truth to the fiber craze, the 'more is better' philosophy isn't always accurate.
Andrea Glenn, an assistant professor of nutrition at New York University, calls the fiber movement a 'pretty tame wellness trend compared to the other things out there.' Samantha Snashall, a registered dietitian, notes that protein has been 'the special child' in recent years, while fiber has been 'pretty undervalued.'
Arch Mainous, a professor at the University of Florida, warns of the risks in putting too much stock in the one-size-fits-all health advice of influencers, many of whom are not trained scientists and may have commercial agendas.
Scientific Intake Guidelines
So what should an eater do?
First, talk to your physician. As a general guideline, the American Heart Association suggests that for many people, a daily combination including a glass of milk, a cup of yogurt, a cup of cooked lentils, and a piece of cooked lean meat or fish approximately the size of a deck of cards will meet the average daily protein target.
Regarding fiber, Glenn says that 25 to 38 grams, depending on age and sex, is a good goal. High-fiber foods—such as beans, fruits, vegetables, nuts, and whole grains—are linked to health benefits.
She recommends incorporating some whole grains or fruit at breakfast and trying to fill half your plate with vegetables at lunch and dinner. With that approach, 'you'll easily hit that target without needing to meticulously count how much fiber you're consuming.'
Key Reminders:
- Start Slowly: If you're not currently eating much fiber, 'maxxing' overnight is not advisable. Snashall warns, 'your GI system is going to have a strong reaction.' The key is to increase intake gradually.
- Food First: Powders and supplements cannot serve as a replacement for whole, real foods.
- No 'Silver Bullet': Glenn emphasizes that no single nutrient is a cure-all. Those 'fiber-rich' chips probably won't change your life.