Losing weight consistently ranks as a top New Year's resolution. While today we have the advantage of scientific research and expert guidance to facilitate sensible and sustainable weight loss, this wasn't always the case. The 1980s, in particular, were a breeding ground for fad diets - often unusual, restrictive, and sometimes unhealthy eating plans.
The Rise of Diet Culture in the 1980s
The 1980s were a time of bold fashion, energetic music, and a growing obsession with thinness. This obsession, fueled by a combination of government influence, advancements in food technology, and societal pressure, led to a boom in the diet food industry. Diet Coke, Lean Cuisine, Crystal Light, and Bud Light became household names, and the market for foods with dietary claims reached over $100 billion by 2020.
In 1977, a Senate committee report advised Americans to reduce their intake of fat, salt, and cholesterol, linking these to heart disease, cancer, obesity, and stroke. Although the evidence cited in the report was later questioned, it sparked a wave of low-fat products. Companies quickly adapted, offering options like Lean Cuisine, Healthy Choice, and low-fat butter substitutes.
Jenny Craig launched her weight loss program, Cooking Light magazine debuted, and Jane Fonda's workout videos became a sensation. The media amplified the message, with celebrities like Oprah Winfrey publicly declaring their commitment to low-fat diets. A 1983 survey revealed that a significant majority of women believed they were overweight, even when many were underweight.
The Healthy Choice Phenomenon
Amidst this diet craze, Healthy Choice emerged in 1989. Founded by ConAgra CEO Mike Harper, who sought healthy and great-tasting food after his heart attack, Healthy Choice marketed itself as a healthy option rather than a weight-loss solution. Ads emphasized the brand's low fat, sodium, and cholesterol content, promoting the idea that health was a personal choice achievable through commodity solutions.
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Popular Fad Diets of the 1980s
The 1980s saw a resurgence of several fad diets from previous decades, characterized by severe restriction and a lack of variety.
The Cabbage Soup Diet
This very low-calorie diet, popular since the 1950s, made a comeback in the 1980s. It involved eating primarily cabbage soup for seven days, with limited amounts of other fruits, vegetables, and meat.
The Grapefruit Diet
The grapefruit diet, which originated in the 1930s, experienced a surge in popularity during the 1970s and continued into the 1980s. It was based on the belief that grapefruit could burn body fat, and it typically involved eating a grapefruit with every meal.
The Cottage Cheese Diet
With the growing trend for low-carb diets, low-fat protein became popular, and the cottage cheese diet encouraged followers to eat nothing but cottage cheese.
The Scarsdale Diet
Created by cardiologist Dr. Herman Tarnower, the Scarsdale Diet promoted a 20-pound weight loss in two weeks. It involved consuming fewer than 1,000 calories per day, with two weeks on the diet followed by two weeks off.
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The Beverly Hills Diet
This diet, popularized by Judy Mazel's book, required followers to eat only fruit for the first 10 days, with specific fruits to be eaten in a specific order.
Retro Diet Foods: A Balanced Perspective
While extreme diet crazes gave some retro diet foods a bad name, these foods can be nutritious additions to a varied, balanced diet.
Chicken Breast
Chicken breast is a versatile and excellent source of high-quality lean protein.
Cottage Cheese
Low in fat and packed with protein, cottage cheese is also rich in nutrients essential for bone health, such as calcium, magnesium, and phosphorus, and B vitamins for energy and cell production.
Cabbage
While an all-soup diet is not recommended, cabbage is packed with polyphenols and is sulfur-rich, offering anti-cancer, anti-inflammatory, and heart health benefits. It is also an excellent source of vitamins and minerals, including K, C, B6, and folate, and contains dietary fiber.
Read also: Weight Loss with Low-FODMAP
Grapefruit
Grapefruit is a nutritious, low-calorie addition to a balanced diet, with potential weight loss properties. It's high in vitamin C, acting as a powerful antioxidant, and contains pectin, which slows sugar absorption and promotes fullness.
The Shift Away From "Diet"
Over time, skepticism towards diets grew, with studies suggesting that people on weight-loss diets often regain the weight within five years. The Federal Trade Commission charged diet companies with making false claims, and books promoting intuitive eating gained popularity.
The diet industry adapted by focusing on "healthy lifestyles" and functional foods. The FDA allowed companies to put health claims on their products, and the wellness industry began to take off.
The word "diet" became less popular, with marketers avoiding it and focusing on concepts like "zero" and "lifestyle." Lean Cuisine, for example, removed the word "diet" from its marketing and shifted to a strategy emphasizing women's empowerment. Weight Watchers even changed its name to WW to de-emphasize weight loss.
The Modern Diet Landscape: "Better For You" Foods
Today, the concept of "self-care" has replaced "health" in many areas, including food. The market for "better for you" (BFY) foods has grown significantly, with consumers seeking minimal, whole ingredients. Brands emphasize the simplicity of their products, highlighting the absence of artificial ingredients and additives.
The Enduring Appeal of Diet Culture
Despite the shift away from traditional dieting, diet culture persists, often disguised as wellness. The wellness industry can create fear around being unhealthy, which many still associate with fatness. Even efforts to promote sustainable farming and local food can be undermined if driven by self-loathing or fear of weight gain.