Fibre-Maxxing: When Nutrition Advice Becomes a Social Media Trend

Social media seems to produce a new wellness trend every day. Algorithms, influencers and viral "what I eat in a day" videos helped "face-maxxing" and "protein-maxxing" dominate 2026; now fibre-maxxing is taking centre stage. Perhaps it is time fibre received more attention.

Food companies have responded by developing fibre-packed products for online appeal, and these items are beginning to appear on supermarket shelves. Yet, as with protein, more is not always better: suddenly adding 50 g of fibre to your diet can have drawbacks.

Australian guidance recommends about 25 g of fibre a day for adult women and 30 g for adult men—far below the 50 g targets promoted in some online challenges. Research also recognises several forms of fibre, including soluble fibre, insoluble fibre and resistant starch, which work differently in the body. A varied diet of oats, whole grains, fruit, vegetables, legumes, nuts and seeds is therefore more useful than focusing on a single powder or fibre-enriched product.

Growing awareness of the gut microbiome, rising bowel cancer rates and widespread low fibre intake have brought fibre to the forefront. Social media has amplified this interest by turning eating habits into public targets and shareable challenges. Just as people previously pursued diets containing up to 200 g of protein, creators now showcase days with 50 g of fibre and encourage viewers to compare their intake, raising concerns that other essential nutrients may again be neglected.

Research supports several benefits of fibre. Insoluble fibre adds bulk to stool and promotes regular bowel movements, while soluble fibre can slow digestion, improve blood-glucose control and lower LDL cholesterol. Resistant starch and other fermentable fibres reach the large intestine, where gut bacteria convert them into compounds such as short-chain fatty acids that help support the bowel lining. Higher-fibre diets are also associated with lower risks of bowel cancer, type 2 diabetes and heart disease, as well as greater fullness after meals.

The evidence also supports increasing fibre gradually. Adding too much too quickly can cause bloating, gas or constipation, particularly if fluid intake remains low. Australian health guidance recommends introducing one new high-fibre food every few days and drinking plenty of water. People with digestive conditions such as IBS may respond differently to particular fibres and should seek personalised advice from a qualified health professional rather than follow a viral daily target.

Research favours obtaining fibre from a variety of whole foods, which provide vitamins, minerals and other beneficial compounds alongside fibre. Before spending heavily on products promoted online, gradually increase your intake through foods such as legumes, whole grains, fruit, vegetables, nuts and seeds. Supplements can help in specific circumstances, but they are not automatically superior and are best considered with professional advice.

At breakfast, try oats, berries, chia seeds or ground flaxseeds. Add legumes to soups, salads, curries and pasta dishes, and replace refined grains with higher-fibre alternatives, such as brown rice instead of white rice. Above all, aim for a varied range of fibre sources.

Why do so many people struggle with moderation? Social platforms reward dramatic claims, impressive numbers and simple solutions, even though nutrition science is complex and no single study provides every answer. Health is too nuanced for a short TikTok, and spending hours tracking fibre to maximise one nutrient can harm both mental and physical wellbeing.

Ultimately, social media has driven fibre-maxxing by turning sound health advice into a competition centred on daily targets, "what I eat in a day" videos and fibre-packed products. Although this attention may encourage people to eat more fibre, short-form content can oversimplify nutrition and promote extremes. A balanced approach—gradually increasing intake, choosing varied whole foods and seeking professional advice when needed—is more sustainable than chasing arbitrary online targets.