TikTok and Instagram fans are all over protein and fiber “maxxing” as the keys to health and fitness. But how much are these viral trends impacting everyday food choices? And how can they work to a restaurant’s advantage?
GLP-1 diets may have initially put the focus on these two nutrients, but now over half of consumers actively seek high-protein meals, according to Revenue Management Solutions (RMS). Survey data in the company’s “2026 Protein & Fiber Playbook” reveals that nearly 40% are even willing to pay more for protein-rich menu items.
What’s more, nearly 50% would switch restaurant brands for meals with higher protein—a stat that has pushed operators to pack more protein into food and drink items. Dinner is when restaurants can benefit the most, with 53% of consumers associating protein with that meal occasion; 25% see breakfast as a protein-eating opportunity.
Restaurants may reap benefits from another RMS finding: 58% of diners are likely to order from a “protein-rich” menu section. Although protein grams are increasingly listed on menus, it’s more unusual to find a menu section dedicated to high-protein items.
Protein demand has been strong for a couple of years now, but fiber is a more recent must-have in health and fitness circles. RMS found that nearly one-third of consumers prioritize fiber when eating out, with interest higher among millennials, frequent diners and GLP-1 users.
Although #fibermaxxing and #fibremaxxing have garnered over 150 million views on TikTok, about two-thirds of consumers say they fall short or don’t know how much they consume, according to the “IFIC Spotlight Survey: Americans’ Perceptions of Fiber & Whole Grains” released by the International Food Information Council.
About one-third of the 1,006 adults surveyed by IFIC reported that they consume fewer than 20 grams of fiber a day, while the recommended amount is closer to 25 to 30 grams.
“Fiber is suddenly everywhere in the wellness conversation—yet our data show most Americans still don’t know how much they need or where to get it,” said IFIC president & CEO Wendy Reinhardt in a statement. “There’s a real disconnect between cultural hype and everyday understanding and action.”
IFIC found that nearly half of Americans know that fruits and vegetables are good sources of fiber, but there’s less awareness around beans and grains.
But RMS believes that developing high-fiber options now positions restaurants ahead of the curve in 2026 and beyond. In its survey of 951 adult Americans:
• 45% sometimes, often or always look for high-fiber options on a menu.
• 38% claim digestive or “gut” health is the primary reason to order a high-fiber meal.
• 41% are likely to order from a fiber-rich menu section.
• 30% are likely to choose a meal because it’s high fiber.
• 25% are willing to pay more for a high-fiber meal.
“Fiber today is where protein was years ago,” the RMS report concludes. “First movers will capture market share before competition heats up, yielding long-term returns.”
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