Fad diet

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A fad diet is a diet that is generally used only for a short time, similar to fads in fashion, without being a standard scientific dietary recommendation. They often make unreasonable claims for fast weight loss or health improvements, and as such are often considered a type of pseudoscientific diet. Fad diets are usually not supported by clinical research and their health recommendations are not peer-reviewed, thereby leading to unsubstantiated statements about health and disease. Generally, fad diets promise an assortment of desired changes requiring little effort, thus attracting the interest of consumers uneducated about whole-diet, whole-lifestyle changes necessary for sustainable health. Fad diets are often promoted with exaggerated claims, such as rapid weight loss of more than 1 kg/week, improving health by "detoxification", or even more dangerous claims achieved through highly restrictive and nutritionally unbalanced food choices leading to malnutrition or even eating non-food items, such as cotton wool. Highly restrictive fad diets should be avoided. At best, fad diets may offer novel and engaging ways to reduce caloric intake, but at worst, they may be unsustainable, medically unsuitable, or even dangerous. Dietitian advice should be preferred before attempting any diet. Celebrity endorsements are used to promote fad diets, which may generate significant revenue for the creators of the diets through the sale of associated products. Regardless of their evidence base, or lack thereof, fad diets are common, with over 1,500 books published each year, and many consumers willing to pay into an industry worth $35 billion per year in the United States. About 14–15% of Americans declare having used a fad diet for short-term weight loss.