In the online 'maxxing' era, what's the deal with fibre and protein?

As "fibermaxxing" joins the protein trend, experts discuss the health impacts of extreme nutrient loading driven by Gen Z and Millennial social media trends.

By: AXL Media

Published: Apr 6, 2026, 4:23 AM EDT

Source: RNZ

The Transition from Protein to Fiber Dominance

A new wave of dietary "maxxing" is sweeping social media, shifting the focus from muscle-building protein to gut-optimizing fiber. "Proteinmaxxing," a trend centered on the excessive consumption of meat, dairy, and supplements to repair tissue and boost immunity, is now being joined by "fibermaxxing." This latest fad encourages users to ingest massive quantities of chia seeds and oats to achieve a "gut glow-up" and increased satiety. The shift is so pronounced that industry leaders, including PepsiCo CEO Ramon Laguarta, have publicly identified fiber as the "next protein" in terms of market potential and consumer demand.

Corporate Response and Market Demographics

Major food and beverage corporations are pivoting to meet the demands of health-conscious younger generations. Companies like Nestle, PepsiCo, and the prebiotic soda brand Olipop are increasingly highlighting fiber content in products ranging from chips to beverages. This strategic shift is backed by significant data: a survey from Bain & Company reveals that nearly 50% of U.S. consumers are actively seeking more protein, while GlobalData reports that 40% of Gen Z and 45% of Millennials are prioritizing gut health. This demographic is the primary engine driving the "maxxing" era, moving away from traditional dietary balances toward targeted nutrient loading.

The Expert Verdict on Extreme Optimization

While nutritionists generally support increased fiber intake, they caution against the "one-size-fits-all" advice prevalent on social platforms. Andrea Glenn of New York University notes that while fiber is a "tame" trend compared to others, the "more is better" mindset is scientifically flawed. Arch Mainous of the University of Florida expressed concern over the erosion of trust in health experts, noting that many influencers promoting these diets lack scientific training and are often motivated by brand deals. Experts suggest that while a daily fiber goal of 25-38 grams is healthy, exceeding recommended values through supplements rather than whole foods offers diminishing returns.