A viral trend on TikTok called "fibermaxxing" has seen content creators, influencers and healthcare providers promoting high-fibre diets through increasingly creative and humorous videos. The movement reflects genuine health concerns: roughly 95 per cent of Americans consume insufficient fibre, and rates of colorectal cancer in people under 50 have risen by 1.1 per cent annually since 2005, becoming the leading cause of cancer-related death in that age group.

The surge in fibre advocacy stems from converging factors, particularly the widespread use of GLP-1 medications (which have jumped from 3 per cent to 11 per cent of Americans in two years). Since these drugs suppress appetite, users must prioritise fibre and protein to prevent muscle loss and manage gastrointestinal side effects. Meanwhile, social media-savvy gastroenterologists and young people sharing early-onset cancer stories have amplified awareness of how fibre-rich diets may reduce colorectal cancer risk compared to typical American diets, though the trend's focus on "maxxing" may oversimplify the complete picture.