Published by: Nora Thomas
Fibermaxxing, a dietary trend focused on maximizing fiber intake, is all the rage on social media right now. Social media trends should always be taken with a grain of salt, but nutrition experts actually agree with this trend.
We all want to know why fiber is so important and how we can incorporate it into our diets. But we should also examine the bigger picture: why do diets trend, and who should we listen to when it comes to nutrition and health?
The Importance of Fiber
Fiber is a type of carbohydrate that the body cannot break down, and it is key to regular digestion. There is soluble fiber, which dissolves in water. This helps to slow digestion, clear LDL cholesterol, and regulate blood sugar. Then, there is insoluble fiber, which cannot dissolve in water. This adds bulk to stool, supporting regular and consistent bowel movements.
Fiber does so much more than solely assist digestion. Fiber supports gut health and the immune system by boosting beneficial bacteria in the gut microbiome. Additionally, soluble fiber binds to LDL cholesterol and helps clear it from the body, helping prevent heart issues. Finally, research shows that regular digestion can reduce the time harmful substances and carcinogens remain in the digestive tract. This, in addition to improved gut health and metabolism, can decrease the risk of colorectal cancer.
The Rise of Colorectal Cancer
In fact, colorectal cancer is a big driver of the “fibermaxxing” trend. According to the Cancer Research Institute, colorectal cancer rates are skyrocketing in young adults. In Americans under 50, cases of colorectal cancer are rising by nearly 3% every year. Approximately 1 in every 25 individuals will develop colorectal cancer over their lifetime.
This graph from the American Cancer Society illustrates the trend in Colorectal Cancer for different age groups between 1998 and 2022:
We also know that Americans aren’t getting enough fiber. 90% of women and 97% of men fail to meet their recommended daily intake. Although nutritionists advise 25-35 grams per day for adults, the average person consumes only 10-15 grams. This is partly due to the rise in consumption of ultra-processed foods, where natural fibers are reduced in processing. While many attribute this dietary shift to preference and convenience, we must also address the tie to food insecurity. Processed foods can be cheaper and more readily available, especially for those living in rural areas or food apartheid areas* where grocery stores are not easily accessible. Individuals experiencing food insecurity often consume more processed foods and therefore may have a higher risk of health conditions such as colorectal cancer. When examining dietary trends, it is critical to acknowledge that shifts may be driven not by preference but by necessity.
So, the fiber trend definitely has some evidence to back it up. But it is also a reminder to pay attention to the bigger story: marketing.
*Food Apartheid describes the systemic inequities in access to and affordability of nutritious food.
Nutrition Trends
You may have noticed that dietary trends come and go every few years. Back in the 2000s, we had low-fat and low-carb crazes. Then came the rise of Paleo and Keto diets. In more recent years, we’ve seen protein and fiber-fortified products shift onto the grocery shelves. While fiber is a necessary nutrient that Americans lack, consumers should pay careful attention to how diets and products are marketed to them.
The WHY behind these rapidly spreading food trends is typically not driven by health experts but by money and marketing. Social media influencers, food producers, restaurants, and grocers can tap into dietary fads and buzzwords to make more money by capitalizing on consumer misinformation. Ultimately, for consumers, this often leads to insecurities or fears about their diets and health.
Product Marketing
Over the last few years, there has been a huge rise in protein-fortified goods in supermarkets. You can find protein labeling on everything, from yogurt to cereal to popcorn. Now, food producers and major grocers predict that we will see a similar effect this year with fiber. Why? Because consumers will pay for it. In fact, research from Dataessential found that 42% of shoppers believe food labeled as “high fiber” is healthier.
But what consumers may not know is that protein and fiber are found in many whole foods already part of our diets. These intense marketing pushes cause consumers to reach for processed goods because of their labeling.
According to Ohio State Human Nutrition instructor Ari Bond, “When we fortify foods with a single nutrient, whether it’s protein or fiber or any other single nutrient, that’s what the focus is, and we’re removing all of those other micronutrients that are found naturally in whole food sources.”
Despite marketing that makes these products look healthy, they can be highly processed and reduce natural nutrients. According to Bond, they’re also costly: “Protein fortified products tend to cost more per serving than their non-protein fortified counterparts.”
Drivers Behind Food Marketing
These nutrition trends are often driven by money rather than true health or nutrition goals. Protein is a prime example. According to Johns Hopkins, Americans eat 1g of protein per kg of body weight, on average. Although Americans were exceeding protein intake recommendations on average during the peak of the protein craze, protein products flooded the supermarket shelves and social media feeds. This illustrates how overmarketing shapes consumer behavior and beliefs when producers see an opportunity to profit.
These food marketing surges, masked by nutrition goals, have actually been happening for a long time. The “Got Milk?” campaign and push for increased dairy consumption were driven by the idea that milk and its nutrients were essential to our diets. But that might not be the whole truth. At the time, milk consumption was at its lowest point in decades, and farmers were losing money with surplus product. Although higher amounts of calcium, potassium, and protein can be found in vegetables and legumes, consumers were compelled to increase milk consumption through nationally broadcast ad campaigns, backed by a massive federal budget. It saved the dairy industry while also creating a generational shift in attitudes toward dairy products.
So, part of the problem is product marketing. However, now, instead of multi-million-dollar ad campaigns like those used by the milk industry, we have social media to spread these trends like wildfire. Did you know that, on average, influencers who share about food and beverages get 5x higher engagement? If they are paid by clicks and engagement, they’re going to use buzzwords and clickbait over accurate information. Moreover, influencers can actually drown out experts in the field, who may not use as catchy phrasing or visually exciting content.
Social media users should be cautious with nutrition information coming from an online persona. A 2024 survey by MyFitnessPal found that only 2.1% of nutrition information on a popular social media platform was accurate. This misinformation can cause unnecessary spending, influence body image, and even exacerbate class divides.
How Does Food Marketing Affect Consumers?
Studies have found that individual dietary behaviors and food choices are becoming increasingly influenced by social media. In a survey conducted by students at the University of Rhode Island, approximately 50% of respondents reported being persuaded by social media to implement dietary supplements. Additionally, 50% of respondents reported being influenced by social media posts to try dietary fads such as intermittent fasting and the carnivore diet.
Studies suggest that “children and adolescents see marketing for food between 30 and 189 times per week on social media apps.” This high level of exposure to food marketing among young people is concerning. It can spread misinformation, promote unhealthy habits, or promote negative body image. For one, children are particularly impressionable and may not have the same understanding as adults about how to check the credibility of the posts they see. Secondly, many dietary fads promote undereating, such as “what I eat in a day” videos or intermittent fasting, while others promote overeating or overconsumption of unhealthy foods, such as “mukbangs” or fast-food promotions. No matter how it’s promoted on social media, it’s important to remember that no diet is perfect for every single body, and social media users should always double-check the credibility of nutritional claims.
Aside from the impact on the mind and body, food fads can have significant economic impacts for consumers. When false nutritional information is spread, it can lead to unnecessary spending. Fancy packaging and trendy labeling can make it seem like whole foods aren’t enough to meet nutrition goals. Furthermore, these products can mark up prices when labeled with buzzwords like “high-fiber”. Not only does this increase costs, but it also makes nutrition seem exclusive and creates the idea that certain diets are a luxury.
Food is not a luxury; it is a human right. Despite intense marketing pushes, these nutrients are usually more accessible and affordable than processed goods.
Where can we get fiber?
SoluBle Fiber
- Oats
- Peas
- Beans
- Apples
- Bananas
- Avocados
- Citrus
- Carrots
Insoluble fiber
- Whole-wheat flour
- Bran
- Nuts
- Beans
- Cauliflower
- Green Beans
- Potatoes
- Brown Rice
- Leafy Greens
- Cruciferous vegetables
- Root vegetable skins
Note: Many fruits, vegetables, and grains contain both soluble and insoluble fiber
The skins of fruits and vegetables often contain the most fiber. Leave these on to boost your fiber intake and decrease your food waste!
Because fiber is found in so many foods, allergies and dietary restrictions can be easily accommodated.
Precautions
The term “fibermaxxing” can be misleading because adding too much fiber to your diet too quickly causes some uncomfortable side effects. While there is no limit to how much daily fiber is healthy for adults, be sure to increase your fiber intake gradually and drink lots of water to avoid gas, bloating, or constipation.
If you have an underlying digestive condition like irritable bowel syndrome (IBS), Crohn’s disease, or diverticulitis, speak to your doctor before making any changes to your diet.
Takeaways
When it comes to nutrition, be sure to listen to the experts. There can be great information available online and on social media, but it’s important to ensure your sources are credible and to double-check with experts in the field. You can always ask a doctor or nutritionist if you are concerned, but take comfort in knowing that you should be able to get all the nutrients you need by eating a varied diet of whole foods.
Nutritious eating is for EVERYONE! You can absolutely meet your nutrient needs without buying nutrient-fortified snacks—you don’t need a specialty grocery store or a complicated meal plan. High-fiber foods are also among the most satisfying, versatile, and affordable you can eat. By prioritizing whole foods and learning their nutrient content, you can avoid the marketing schemes, processed foods, and upcharges.
Even though Americans are statistically under-eating fiber, it is always important to look at the big picture when it comes to nutrition. Human nutrition instructor Ari Bond thinks, “If you look at the nutrition trends historically, we tend to get fixated on a single nutrient, thinking that that one nutrient is what’s either causing health conditions or will be the key to fixing some of our health conditions. My personal opinion is that if we focus on overall dietary patterns rather than a single nutrient, we’ll probably have better outcomes.” Instead of spending an arm and a leg on processed products, simplify your life by prioritizing a diversity of whole foods.
Ultimately, the most important way to support adequate nutrient intake is to ensure everyone in our communities has consistent access to diverse, whole foods.
Food access organizations, like We Don’t Waste, help distribute fresh food to people in need. If you are facing food insecurity, We Don’t Waste has no-cost Mobile Food Markets across the Denver area. If you want to support food access in your community, donate to We Don’t Waste or a local organization near you!
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