A History of Fad Diets: Exploring the UK's fad diet culture and struggle for sustainable weight loss
Obesity is one of the most pressing health challenges facing the UK today, with nearly two-thirds of adults classified as overweight or obese. The strain this places on the NHS is immense, contributing to a surge in related health conditions like diabetes, heart disease and even some cancers.
Despite this, weight loss remains elusive for many. Our latest research reveals that 44% of Brits are currently on a diet, with the average person starting their first attempt at age 26. However, amid a flood of viral diets and misleading advice, countless people remain stuck in an endless cycle of fad diets, unable to achieve sustainable results, leaving them disheartened and frustrated.
Here we explore the culture and history of fad diets, people’s relationship with dieting and weight loss, where and who are influencing them the most, and the perceived impact on those who have experienced the fads.
Is the UK obsessed with diet culture?
The Association of UK Dietitians defines a fad diet as one that “promotes results such as fast weight loss without robust scientific evidence to support its claims." These diets are often restrictive and may rely on costly, unnecessary food products, ingredients or supplements. Whether we read about them in magazines, hear about them from friends or swipe past them on social media, fad diets are everywhere, and if we think back, we’ve probably all either tried one or know someone who has.
Our research reveals that 1 in 5 people (19%) have tried between five and six diets in the past. This rises to 22% among those aged 35-44, with some reporting attempting up to 20 diets, highlighting the powerful influence of diets in UK culture.
Although trying three to four diets is the most common (35%), these figures still highlight the widespread fixation on weight loss and the lengths people will go to in pursuit of their goals. Worryingly for many, this dieting journey begins at a young age. Almost a quarter of women (24%) say they started dieting by the time they reached their 16th birthday—double the amount of men who did so (12%)—and 4% of people say they first tried a diet when they were just 13 years old.
It's evident that the pressures around weight and body image also impact young people, fuelled by social media and celebrity culture. But what are the most popular fad diets that have people hooked?
Exploring the UK's most popular fad diets
According to our research, the keto diet is the most popular diet in the UK, followed by the Atkins diet and the 5:2 diet of intermittent fasting. The carnivore diet, which has seen a surge in popularity across social media in recent years, is also popular among 13% of people in the UK.
The restrictive and extreme nature of these diets is what makes them unsustainable in the long term, which is why it’s no surprise that our research found 32% of people stick to their chosen diet for just one to two months, while 17% managed to last between 5 and 6 months.
Very few people (4%) lasted more than 6 months, no doubt leading to feelings of failure and disappointment, perhaps pushing people to give up on their weight loss journey altogether. Such disappointment may be further compounded by the amount of money spent to reach that stage, with the average person spending £167 on weight loss in the past, and over 12% admitting to having spent between £300 and £500.
A historical perspective on fad diets
Fad diets are nothing new and have been ingrained in our society over many thousands of years, with new ones popping up for brief stints here and there, soon to be medically debunked or abandoned once the latest one emerges.
In 2695 B.C., Shennong's Diet in China promoted weight loss through green tea, a practice still seen today in various forms. By the 19th century, more extreme approaches emerged, such as the dangerous Tapeworm Diet, popular in Western countries, which caused diarrhoea, vomiting, meningitis and even dementia. Thankfully, this practice is now banned in countries like the USA, but of course, the 20th century saw new diet trends to replace it.
Fletcherism encouraged excessive chewing and the notorious Cigarette Diet for appetite suppression. The Sleeping Beauty Diet in the 1960s simply encouraged weight loss through extended sleeping, while the Baby Food Diet in the 2000s turned to low-calorie intake and portion control, replacing breakfast, lunch and snacks with 14 containers of baby food.
More recent trends include the Keto Diet, Paleo Diet and Master Cleanse, many of which still endure despite concerns about health risks and sustainability.
Where do we find fad diets, and why do we try them?
While we may not know how the fad diets in 2695 B.C. were spread, our study does offer some fascinating insights into how the current diet trends are picked up.
How family and social media pressure drive fad dieting
It turns out, we’re mostly influenced by our friends, with 34% of dieters saying they’ve taken dieting recommendations from their friendship groups, followed by influence from family members (29%). However, in our ever-online world, it also comes as no surprise that online searches for diets (27%) and social media (23%) are the third and fourth biggest influences on dieters.
Choosing the ‘quick fix’
Family pressures weigh heaviest on our minds, with 21% saying their relatives have pushed them to make changes, with social media pressures following closely behind (20%).
When it comes to the differences between men and women, it seems men are more likely to hear concerns from friends about their weight, with 18% of men saying they’ve felt pressure from their friends to lose weight compared to 12% of women who said the same. However, among married men, 15% said they felt pressure from their wives to lose weight, compared to just 8% of married women.
With influence and pressure from those closest to us and from the online spaces we occupy for so much of our lives, it's understandable why so many resort to the fad diets that promise to fix all our problems in super-quick time.
How do we like to manage our weight loss?
With the pressure of time and the appeal of quick fixes driving those drawn to fad diets, it makes sense that many are seeking rapid results.
Our study reveals that, while 92% feel comfortable speaking to their doctor about weight loss, over a third of people (34%) prefer managing their weight loss independently, without waiting for professional intervention, with one in ten saying they believe that diets promise faster outcomes without the delay of appointments.
However, a substantial 67% of respondents said they would consider medically backed or clinically proven weight-loss treatments, highlighting that long waiting times, rather than a lack of trust in professional solutions, are a major barrier.
The impact of fad diets on our well-being
Fad diets may promise quick results, but their effects on well-being are far-reaching and vary widely between individuals, particularly between men and women. While some report positive outcomes, others experience negative consequences that affect their mental and physical health, as well as their social lives.
Women report facing more significant social and physical downsides. A greater proportion of women (16%) say that fad dieting has negatively impacted their personal and social lives, compared to just 8% of men. Additionally, over one in five women (22%) report feeling more tired or experiencing issues like hair loss as a result of fad diets, a figure double that of men (11%).
Women are also more likely to recognise the gendered nature of fad dieting, with 61% agreeing that these diets are more heavily marketed towards women compared to 41% of men. This difference reflects the societal pressures women often face when it comes to appearance and body image. Despite the known risks and side effects, the allure of quick results remains strong. Both men and women—31% overall—are willing to consider unproven weight loss methods if they promise fast outcomes, underscoring the persistence of the fad diet mentality in the UK.
Clearly, fad diets can hold appeal, but their long-term effects often leave people feeling frustrated and disappointed, and while some may experience temporary boosts in confidence or fitness, the physical and mental toll—especially for women—should not be ignored.
If you're tired of the endless cycle of fad diets and are looking for more sustainable, medically backed solutions, it might be time to explore other options. Our research shows that 67% of people would consider medically proven weight loss treatments, and there are effective, scientifically supported weight loss treatments available, such as Mounjaro. Our weight loss treatment page has information on safe and effective options that could help you achieve your goals without the need for extreme dieting.