NEW YORK, April 6 — In recent months, social media has been abuzz with wellness trends that emphasize the importance of nutrients, transitioning from a focus on protein to a current fascination with fiber. Influencers claim that incorporating these nutrients into our diets can lead to improved vitality and a transformative gut experience.
These trending diets, which lean towards extreme nutritional optimization, are reshaping eating habits and influencing product offerings from food companies. But are these approaches genuinely beneficial for health?
The “protein-maxxing” trend promotes the idea that increasing protein intake—found abundantly in foods like meat, dairy, and nuts—is essential to various bodily functions, including tissue repair and immune support.
On the other hand, dietary fiber is poised to take center stage as a significant online trend by 2026. Proponents assert that consuming ample fiber can help regulate hunger and promote digestive health, often showcasing bowls of chia seeds and oats in their online messages.
Food brands have responded to these trends: it’s now common to encounter products boasting added protein content—even sugary cereals advertise their protein benefits. Major companies such as PepsiCo and Nestle, alongside emerging brands like Olipop, are emphasizing fiber in their offerings, from prebiotic sodas to chips.
“I believe fiber will be the next protein,” remarked PepsiCo CEO Ramon Laguarta during a recent earnings call.
A survey conducted by Bain & Company revealed that nearly half of U.S. consumers are actively seeking to increase their protein intake.
In the United States, Europe, and Asia, it’s primarily Gen Z and Millennial consumers who are driving this trend, according to the same survey.
Similarly, fiber is gaining traction; research from London’s GlobalData indicates that 40 percent of Gen Z and 45 percent of Millennials are striving to enhance their gut health.
More is Not Always Better
Nutritionists see some merits in the rising popularity of fiber. Andrea Glenn, an assistant professor of nutrition at New York University, described the fiber movement as “a rather mild wellness trend compared to others that have emerged.”
Samantha Snashall, a registered dietitian at Ohio State University’s medical center, noted that while protein has enjoyed the spotlight in recent years, fiber has often been overlooked. “I’m pleased to see it gaining some recognition,” she said.
However, experts such as Arch Mainous—a professor of community health and family medicine at the University of Florida—caution against excessive focus on any single nutrient, particularly protein. Mainous emphasized that while adhering to recommended daily values is crucial, the notion that more is always better can be misleading. “If one is good, does that mean five is better? I’m not in favor of that,” he pointed out.
He also expressed concern that individuals may be overly influenced by the generalized health advice provided by untrained influencers, contributing to a growing skepticism towards health professionals. This “I’ll do my own research” attitude has been exacerbated by the spread of misinformation from figures like U.S. Health Secretary Robert F. Kennedy Jr.
Most influencers lack formal scientific training, Mainous warned, and many have personal investments in the products they promote.
No ‘Magic Solution’
So what should consumers do? First and foremost, consult a healthcare professional, Mainous advised.
As a general guideline, the American Heart Association suggests that an effective daily diet might include a combination of foods like a glass of milk, a cup of yogurt, a cup of cooked lentils, and a piece of lean meat or fish roughly the size of a deck of cards to meet average protein needs.
For fiber, Glenn recommends a daily intake of 25-38 grams depending on one’s age and gender. High-fiber foods, such as beans, fruits, vegetables, nuts, and whole grains like oats or quinoa, are associated with lower cancer risks and improved cholesterol and blood sugar levels.
Glenn suggests a simple approach: include whole grains or fruits at breakfast, and aim to fill half your plate with vegetables during lunch and dinner. “You’ll easily reach your fiber goals without needing to meticulously track every gram consumed,” she noted.
However, if your fiber intake is currently low—something many people experience—Snashall cautioned against a sudden increase. “A drastic change overnight could overwhelm your digestive system,” she explained. “A gradual approach is the best way to adapt.”
Glenn also highlighted that supplements and powders cannot replace the nutritional value of whole foods.
Most importantly, no single nutrient can be seen as a cure-all—those “fiber-rich” chips likely won’t dramatically alter your health. “It’s essential to avoid viewing these products as quick fixes for life’s problems,” she concluded.
