The neverending health fad

Our obsession with health makes it easy for us to fall for the latest fad. Then the latest fad. Then the latest fad. Each new health trend promises to be the one and final solution to all our health woes. They follow the same cycle as fast fashion — everyone’s all about green smoothies one minute, and the next thing you know, it’s cabbage and bone broth.

These trends often emerge in response to societal anxieties about weight, aging, and chronic diseases. From consuming powdered Egyptian mummies to getting plasma transfusions from teenagers, collective fixation with health is nothing new.

The origins: It all began in Ancient Greece, where dieting was seen as key to both physical and mental health. However, dieting for weight loss only emerged in the 19th century with William Banting’s low-carb approach, targeting men concerned about their softening bodies due to industrialization.

Over the decades, various trends have come and gone. The 1920s embraced thinness with the flapper look, popularizing calorie counting, while the 1960s introduced fad diets like grapefruit and cabbage soup as quick fixes. The late 20th century saw diet culture explode with brands like Weight Watchers, cementing the ideal of a slim body in modern consciousness.

In true cyclical fashion, we’ve seen a lot of old diet trends making a comeback — with a fresh new look. The infamous Atkins Diet from the '70s was all about cutting carbs and boosting protein — today, it’s back in the spotlight as the Keto Diet or the more drastic Carnivore Diet. A little magic pill from back in the '70s promised appetite suppression and effortless weight loss. Today we have Ozempic, a weekly injection that promises the same. Both medications were co-opted from their original purposes — Ephedra was based on an amphetamine prescribed to WWII soldiers to stay awake, and Ozempic was (and is) a drug used to treat type 2 diabetes.

But today the resurgence of extreme thinness — the early noughtie’s heroin chic — is back, fueled by drugs like Ozempic, which has gained viral popularity for its weight loss effects, among other trends. This comes on the heels of the “ slim-thick ” era of the 2010s, showing that diet fads often recycle over time, often in a form that overcorrects the previous one. While new technologies and medications are pushing rapid weight loss, the motivations remain much the same: achieving a socially ideal body.

One big reason diet trends keep cycling back is cultural influence, especially when celebrities jump on board. When people like Khloe Kardashian or Elon Musk begins showing the benefits of Ozempic — even indirectly —, suddenly everyone’s paying attention. Celebrity endorsements give these diets a sense of credibility and make them desirable.

On top of that, as societal values shift, so do our health fads. For instance, the rise of sustainability and environmentalism has fueled interest in plant-based diets, showing how much our evolving priorities shape what we eat.

Then, of course, there’s science. A more recent example of how changing recommendations from health organizations can influence health trends is the evolving guidance on saturated fat. For many years, saturated fat was demonized and linked to heart disease — this led to a widespread focus on reducing saturated fat intake. However, in recent years, research has suggested that the link between saturated fat and heart disease may be less clear-cut than previously thought.

This year, the American Heart Association revised its dietary guidelines, stating that there is no longer a need to limit saturated fat intake to less than 6% of daily calories. This shift in recommendations has led to a resurgence of interest in diets that include moderate amounts of saturated fat, such as the Mediterranean Diet.

The revised guidelines have sparked debate among experts and consumers alike. Some argue that the new recommendations could lead to increased consumption of unhealthy saturated fats, while others maintain that the focus should be on overall dietary patterns rather than individual nutrients.

The solution is the problem: Studies show that while many people can lose weight based on these fads initially, most regain it within a few years due to biological responses like a slower metabolism and increased appetite. This cycle not only frustrates dieters but can also have serious psychological impacts, including the potential development of eating disorders for some individuals, as the pressure to conform to certain body standards can lead to unhealthy relationships with food.

The economic implications of these dieting trends are also significant. The global weight loss and weight management industry was a staggering USD 224.27 bn market in 2021, and is expected to surpass USD 405.4 bn by 2030. It thrives on the promise of quick results through diet plans, supplements, and meal replacement products.

This often results in inflated prices for items that may not be effective or safe, and in some cases, people face fatal side effects from unregulated diet pills or extreme diets. Many experts caution against the relentless pursuit of weight loss, advocating instead for sustainable, healthy habits that prioritize your relationship with food and overall well-being — whether or not weight loss is the goal.