A look at protein- and fiber-maxxing—and why ‘maxxing’ trends may miss the mark entirely

It’s safe to say protein is still having its moment. It’s dominated endless conversations in the health and wellness space for years, leading to products such as protein water (yes, supermarkets now sell water with "added protein") and protein Pop-Tarts, often peddled by wellness influencers (the Kardashians even have a protein popcorn brand). ^[]

The goal, according to many, isn’t just to get enough protein; it’s to max out your protein intake. This may be especially true in the age of GLP-1 drugs, given that protein can help protect against muscle loss. ^[] But more protein isn’t always the answer.

The science behind the trend—and where most patients get it wrong

“Both trends have legitimate science behind them, and both are being taken further than the evidence supports in mainstream wellness culture,” says Kristen Kuminski, RD, CDN, a registered dietitian nutritionist specializing in metabolic health, weight management, and nutrition support for individuals using GLP-1s.

Colin Zhu, MD, a family medicine and lifestyle medicine clinician, says trends like these are hot because they offer simple, quantifiable goals in a very noisy wellness space.

“People are drawn to clear numbers because it feels actionable and gives a sense of control over their health,” he says. “Social media and marketing also amplify these ideas, but often without enough nuance.”

What might those numbers look like? Michael Dosik, MD, an internist at the Medical Offices of Manhattan, offers up an idea while underscoring the need for individualized customization. He says most adults need 50 to 110 grams of protein per day, depending on their age and activity level.

Dr. Zhu adds that excessive protein intake, especially from heavily processed sources, can displace other important nutrients. In some cases, he says, this can stress kidney function in at-risk individuals.

Fiber-maxxing is gaining traction as patients fall short of recommended intake

Beyond protein, another nutrient may be finding its place in the spotlight: fiber. “Fiber-maxxing” is becoming the new “protein-maxxing.” Even so, most people still aren’t getting nearly enough of it.

The majority of Americans generally eat less than half of the recommended daily amount, which can increase the risk of cardiovascular disease, type 2 diabetes, obesity, certain cancers, and more. ^[]

Because so many people fall short, Dr. Zhu says the attention on fiber isn’t necessarily detrimental—but it’s also not without problems.

“Rapidly increasing fiber or pushing intake too high, especially through supplements or fortified products, can lead to bloating, digestive discomfort, and may interfere with absorption of certain minerals,” he says. 

The bottom line

The real issue is the “maxxing” mindset in general, Dr. Zhu stresses. “‘Maxxing’ shifts the focus away from balance, variety, and food quality toward extremes,” he says. “Health isn’t about chasing single nutrients in isolation; it’s about overall dietary patterns, ideally centered around whole, minimally processed foods.”