The Lifecycle of Diet Fads: Why We Keep Falling for the Same Tricks

The current state of nutrition media:
“Avoid carbs, but not fruits, but definitely fruit juice, except bananas—avoid those—unless you eat them alone because otherwise they’ll bind and inhibit nutrient absorption. Also avoid rice since it’s a simple carb, especially brown rice because of the heavy metals—unless you soak it, cook it, cool it, then reheat it and add butter, but only if it’s raw butter…”

In the ever-evolving world of nutrition, diet fads have been paraded in front of the public like a rotating cast of reality TV contestants—flashy, overhyped, and ultimately forgettable. From the Grapefruit Diet to Carnivore, the industry thrives on repackaging old ideas with a sprinkle of new science and a heavy dose of bravado. This has led to “experts” misleading the public, often with bias, and misrepresenting the research. The result? A landscape where dietary "wisdom" is as stable as a house of cards in a wind tunnel.

The problem isn't just the diets—it’s the misinformation machine behind them. Social media has done an excellent job giving credentialed, reputable experts a platform to share their knowledge, often with the humility and nuance the field deserves. But it’s also empowered an army of self-proclaimed experts whose qualifications are typically limited—but whose confidence is anything but. Every post, reel, and YouTube rant seems to contradict the last:

Avoid carbs, but not fruits, but definitely fruit juice, except bananas—avoid those—unless you eat them alone because otherwise they’ll bind and inhibit nutrient absorption. Also avoid rice since it’s a simple carb, especially brown rice because of the heavy metals—unless you soak it, cook it, cool it, then reheat it and add butter, but only if it’s raw butter…

With advice like this—for something people do every day, multiple times a day (i.e., eat)—it’s no wonder the public is more confused about nutrition than ever. Despite all the gimmicks, most diets follow a predictable pattern. Yes, we’ve made meaningful strides in nutrition science, but the science isn’t evolving nearly as fast as the hashtags.

The Recurring Themes in Diet Trends

High-Protein Diets

Examples: Scarsdale Diet, South Beach, Dukan, Carnivore

High-protein diets remain popular because they work—and until recently, they were the least controversial macronutrient. Protein increases satiety and supports muscle protein synthesis, which is central to improving body composition and extending healthspan. But these changes take time, and protein alone isn’t enough; the body also needs the right stimulus to promote muscle growth. Let’s not pretend that a diet consisting predominantly of steak and chicken is some radical breakthrough. We saw this approach in the Scarsdale Diet (1978), again with the Dukan Diet (2007), and now with the Carnivore Diet—depending, of course, on whose version you're following (honey? fruit? depends on the influencer).

Caloric Restriction & Portion Control

Examples: Cabbage Soup Diet, Liquid Diet, Master Cleanse, Special K Diet, Grapefruit Diet, Fasting Mimicking, Intermittent Fasting
“Eat less, lose weight” isn’t exactly a new idea. Back in the late 1800s, chemist Wilbur Atwater and physiologist Max Rubner quantified the caloric content of carbs, fats, proteins, and alcohol—essentially laying the groundwork for the isodynamic law and the modern understanding that a “calorie is a calorie.” Still, calorie-deprivation diets resurface constantly, just dressed in new packaging—this time with organic lemon juice, boxed cereals, or pre-packaged meal kits. These diets work in the short term but consistently fail in the long term (Hall KD, Med Clin North Am, 2018), largely because of both physiologic adaptation and the mental toll of chronic restriction.

Macronutrient Manipulation

Examples: Zone Diet, Ornish, Bloomingdale’s Diet, Keto, Atkins, Inuit Diet
Tweaking macronutrient ratios can be an effective strategy—when applied appropriately and individualized. Yet too often, these strategies are applied broadly, without considering individual physiology or health status. The obsession with “hacking” metabolism by adjusting carbs, fats, and proteins continues, despite little long-term evidence that any one formula is universally superior. As a clinician, I find macronutrient manipulation helpful—but it’s never a one-size-fits-all solution. Whether it's 40-30-30 or zero-carb, the real question is: can it be sustained?

Food Quality and "Clean Eating" Trends

Examples: Macrobiotic, Paleo, Raw Food, Bulletproof
Food quality matters. This is one reason why the Mediterranean diet has remained so effective—it’s built on the foundation of whole, minimally processed foods like vegetables, legumes, seafood, and extra virgin olive oil. It also emphasizes how food is sourced, prepared, and enjoyed. It’s more than a macronutrient model; it’s a lifestyle grounded in nutritional density, sustainability, and cultural tradition.

Unfortunately, the emphasis on food quality has been warped into ideology. What started as a thoughtful approach to nourishment has been hijacked by wellness dogma—whether it’s Paleolithic mimicry or daily celery juice rituals. Then came the Bulletproof Diet, which marketed buttered coffee as a metabolic upgrade. Despite its popularity, there's little scientific justification for this practice. What it adds in novelty, it lacks in evidence.

Trends Change. Physiology Doesn’t.

If there’s one thing history has shown us, it’s that novelty doesn’t equal efficacy. Diet fads flourish by simplifying complex science and appealing to emotion, but the fundamental truths of human physiology remain constant. Whether the pitch is protein, fasting, or detox, the formula is familiar: overpromise, oversell, underdeliver.

What truly works is less exciting, but far more sustainable: a focus on consistency, food quality, and personalized, evidence-informed choices. As practitioners—and as informed consumers—we have a responsibility to cut through the noise and ground our approach in principles, not hype.

Because the problem isn’t that we don’t know what works. It’s that we keep getting distracted by those who speak louder than they understand.

Make it stand out

Whatever it is, the way you tell your story online can make all the difference.

References

Diet Review: MIND Diet. The Nutrition Source. May 9, 2024. Accessed March 30, 2024. https://www.hsph.harvard.edu/nutritionsource/healthy-weight/diet-reviews/mind-diet/.
Kingsley L. The seesawing history of Fad Diets. Smithsonian.com. February 7, 2023. Accessed April 3, 2024. https://www.smithsonianmag.com/innovation/the-seesawing-history-of-fad-diets-180981586/.
Nutritional Crusade. https://isis2.cc.oberlin.edu/175/didyouknow-graham.html.
Ozempic for weight loss: Does it work, and what do experts recommend? Cultivating Health. September 13, 2023. Accessed April 30, 2024. https://health.ucdavis.edu/blog/cultivating-health/ozempic-for-weight-loss-does-it-work-and-what-do-experts-recommend/2023/07.