Growing up, the most important third of my dinner plate was the one containing meat. If I wasn’t hungry, I had to at least finish the protein portion of my meal, above all else, because meat would make me grow. That was back in the ‘70s and ‘80s, when protein was less of a buzzword and more just a staple with lunch and dinner.

High-protein came into fashion in the mid ‘90s when it was more widely associated with losing weight. Diets like the Atkins, Zone, and Paleo further popularized the nutrient—alongside effective ad campaigns like “Milk Life” (touting “this is what 8 grams of protein looks like”)—reinforcing the message that high-protein consumption is essential to successful weight loss and optimal health. More recently, superior athletic performance can be added to the list of benefits as protein products account for $7 billion of the $9 billion sports nutrition industry. (Here's what to feed kids who play sports.)

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Ironically, according to marketing research firm NPD, “More than three-quarters of primary grocery shoppers say protein contributes to a healthy diet, but almost as many say they are unsure of the recommended daily amount.” As important as it is to general health, there is no disputing protein’s status as media darling and the growing market is showing no signs of slowing down.

For many of us, protein conjures up images of muscles and strength. Nutrient stepchild fiber, on the other hand, evokes visions of grandmothers stirring laxative drinks, and media on the subject is pedestrian at best. Yes, fiber does promote regularity, but it does so much more to facilitate long-term health. And most of us are not getting enough of it. Fiber aids satiation and weight loss—like protein—and has an impressive list of additional health benefits, some of which are potentially life saving. It’s time to make fiber as appealing to talk about and sell as protein.

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There are two types of dietary fiber, both of which you need: soluble fiber dissolves in water and is found in oats, peas, beans, and citrus fruits to name a few. Insoluble fiber promotes movement through our digestive systems, and is found in whole wheat, nuts, cauliflower, green beans, among others.

Here are seven amazing ways nutritional fiber is essential to our health and well-being:

Controls Your Appetite

Fiber-rich foods take longer to chew, thereby promoting the production of saliva and stomach acid, which make us feel fuller and curb our appetite. Certain high-fiber foods bind with water, which also causes us to feel fuller and a distended belly signals the brain to stop eating.

Related: 11 Healthiest Whole Grains You Should Be Eating

Manages Body Weight

Recent studies have shown that people who eat more fiber weigh less than those who don’t, in part because they feel fuller and eat less. There is also a correlation between higher fiber intake and a healthier overall diet comprised of more fruits and vegetables coupled with exercise. High fiber diets are also typically lower in fat and calories. Lastly, it is reported that that high fiber diets are easier to stick to than others, which makes us even more successful at losing weight.

One easy way to get more fiber in your diet is with this easy-peasy chia seed jam:

Improves Cardiovascular Health

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National Institutes of Health studies show that appropriate fiber intake “consistently lowers the risk of cardiovascular disease and coronary heart disease, primarily through a reduction in low density lipoprotein (LDL) levels. Too much LDL in the bloodstream builds up in the arteries, which can prevent blood from traveling efficiently through the body compromising the heart. In addition to lowered “bad” cholesterol, increased fiber in the diet has been proven to lower blood pressure, which also jeopardizes heart health.

Related: Is Soy Good Or Bad For You? We Have The Science-Backed Answer

Reduces Type 2 Diabetes

Large-scale, long-term studies have demonstrated an inverse relationship between adequate fiber intake and development of type 2 diabetes. Even in patients who already have the disease, fiber can slow the absorption of sugar, lower blood sugar levels, and decrease insulin peaks after meals.

Related: The 5 Worst Sweeteners You Should Avoid—And 5 Safe Alternatives To Try Instead

Supports Regular Bowel Movements

Fiber is the only nutrient powerful enough to help both constipation and loose stools. Fiber softens stool making it easier to pass without pain and can also add bulk to loose stool through the absorption of water. An added benefit of high fiber diets and regular bowel movements is the diminishment of diverticular disease.

Related: 10 Foods That Help You Poop

Promotes Healthy Gut Flora

Research has shown that increasing fiber intake can transform the microbiome (gut bacteria) profile of an obese person to one that more closely matches one of a leaner individual. This is possible, because fermentable fibers travel through the digestive system and remain mostly intact. Good gut bacteria then consume these fibers, which are loaded with extra energy, nutrients, and vitamins, and produce short-chain fatty acids that lower systemic inflammation. Fermentable fibers also increase the growth of two specific healthy bacteria, bifidobacteria and lactobacilli, which improve immune function. Conversely, when healthy microbes don't have enough fiber to feast on, they turn to the protective mucus lining of the intestine—provoking disease.

Related: The Single Biggest Thing You Can Do For A Healthier Gut

Lowers Risk Of Breast Cancer

Researchers Harvard T. H. Chan School of Public Health found that “Women who eat more high-fiber foods during adolescence and young adulthood—especially lots of fruits and vegetables—may have significantly lower breast cancer risk than those who eat less dietary fiber when young.” The overall risk of developing breast cancer dropped by 16% and for each additional 10 grams of fiber consumed daily during early childhood, breast cancer risk dropped by 13%. Researchers believe that breast cancer risk is lowered because fiber-rich foods help to reduce high estrogen levels in the blood, which are linked with the development of breast cancer. Fiber may help prevent other cancers, but research is still inconclusive.

Related: 5 Ways To Sneak More Fiber Into Your Diet

The article ​​Why You Should Stop Obsessing About Protein And Focus On Fiber Instead originally appeared on Rodale’s Organic Life.

From: Prevention US