Trend Tracker

Which Diet Categories Are Gaining and Losing Weight in Search

Nutrition

Search Volume Trends

Share of Search

Market Competitiveness

Data Refreshed Monthly

Dimensions:

High Protein Diet, Low Carb Diet, Plant-Based Diet, Low Fat Diet, and Low Calorie Diet.

Metrics:

Search Volume, Brand Share of Search

Tracker and Analyst Summary

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Overview:

The global diet landscape is evolving with profound implications for the health, wellness, nutrition, and fitness sectors. Our tracker analyses trends over the last 6 six years for key diet categories: High Protein, Low Carb, Plant-Based, Low Fat, and Low Calorie.

The Diet Category Tracker is an essential tool for professionals in the health, wellness, nutrition, and fitness industries, providing real-time data on consumer diet preferences. By monitoring search volume trends and share of search across diet categories like High Protein, Low Carb, Plant-Based, Low Fat, and Low Calorie, businesses can gain valuable insights into evolving consumer demands. For example, the share of search for High Protein diets has risen from 10.21% in January 2019 to 23.00% in October 2024, while Plant-Based diets surged in 2019 before stabilising at around 19-25% in recent years.

These trends indicate a growing emphasis on fitness and sustainability, highlighting the importance of adapting product offerings and marketing strategies to align with shifting consumer behaviours. The ability to track these trends enables businesses to stay competitive, offering tailored solutions that meet consumer needs.

For professionals working in the industry, tracking diet categories provides actionable insights for market segmentation, product development, and marketing optimisation. As the demand for high-protein, personalised nutrition and sustainable plant-based options increases, companies must leverage data to guide innovation and stay relevant.

Monitoring fluctuations in interest, such as the resurgence of low-fat diets or evolving low-carb preferences, helps businesses predict future trends and align their offerings with emerging market dynamics. This data-driven approach allows for more effective decision-making, ensuring brands are prepared to meet the changing expectations of health-conscious consumers.

Rationale:

Historically, diet preferences have been influenced by waves of health movements, ranging from the low-fat craze of the 1980s to the surge in low-carb diets in the early 2000s. However, the modern consumer landscape is more fragmented and data-driven than ever before.

The rise of specialised diets such as High Protein, Plant-Based, Low Carb, Low Fat, and Low Calorie reflects not only the variety of health goals (like weight management, muscle building, or heart health) but also growing concerns around sustainability, ethics, and personalised nutrition. For instance, the tracker demonstrates that Plant-Based diets peaked in popularity around 2019, fuelled by environmental concerns, but have since stabilised at 19-25%, indicating a long-term consumer shift towards ethical consumption. At the same time, High Protein diets have consistently gained ground, rising from 10.21% in 2019 to 23.00% in 2024, largely driven by fitness trends and personalised nutrition.

Consumer preferences now change in real-time, driven by factors like social media influence, health crises (such as the COVID-19 pandemic), and the increasing availability of wearable tech and personalised nutrition platforms. The tracker data reveals significant fluctuations in diet categories: while Low Carb diets once dominated with over 50% share of search in 2019, they have since stabilised between 38-42%, reflecting a growing interest in more balanced, sustainable eating habits.

The Diet Category tracker empowers professionals to anticipate market shifts, identify emerging dietary preferences, and innovate in line with consumer demand. Whether it’s predicting the next surge in high-protein products or identifying a rising interest in low-fat diets due to increased cardiovascular health awareness, such a tracker helps businesses stay ahead of the curve.

Key Insights:

Tracking diet category trends provides critical insights into the evolving preferences of consumers in the health, wellness, nutrition, and fitness industries. Over recent years, diets such as High Protein have shown substantial growth, increasing from 10.21% in January 2019 to 23.00% in October 2024, indicating a strong focus on fitness and muscle building.

Meanwhile, Plant-Based diets saw a surge in popularity in 2019, peaking at over 67%, but have since stabilised around 19-25%, reflecting sustained interest driven by sustainability and ethical concerns. Low Carb diets, while still dominant, are gradually shifting toward more balanced carbohydrate approaches, and Low Fat diets have made a resurgence, linked to cardiovascular health and longevity. These fluctuations underscore the importance of tracking diet trends to anticipate market shifts and consumer needs.

Personalisation, sustainability, mental health, and longevity are emerging as key drivers of dietary choices, requiring businesses to adapt their approaches to cater to a health-conscious, ethically driven audience.

Why use this tracker:

By monitoring search volume trends and share of search across diet categories like High Protein, Low Carb, Plant-Based, Low Fat, and Low Calorie, businesses can gain valuable insights into evolving consumer demands.

Membership Level:

Trackers are available to professional and elite level members. To change your membership subscription click the button below

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What is Share of Search?

Share of Search is a metric that measures the proportion of search queries for a specific brand or search term compared to the total searches within a particular category or market. Share of Search is an essential data drive tool for forecasting future trends.

Brand Share of Search serves as an indicator of a brand’s visibility and popularity relative to its competitors. By tracking Brand Share of Search, companies can gauge their brand awareness, understand their competitive positioning, and monitor shifts in consumer interest over time. This metric is particularly valuable as it often correlates with broader market trends, providing insights that can inform marketing strategies, brand positioning, and business growth efforts.

Non-branded Share of Search can be used to gain insights into shifting consumer interest and preferences. Fluctuations in share of search for different non branded search terms can provide early signals of emerging trends. For example, if searches for “Vitamin B Supplements” decline while “Vitamin D Supplements” rise, it could point to a shift in consumer preference. The metric is particularly useful for resource allocation, marketing messaging and product development to align with consumer preferences.

Can I download the data?

Yes the data for each chart, graph and table can be downloaded into xls. and csv. files by clicking on the download data icon.

Can I download the slide deck?

Yes, you can download the slide deck into pdf, jpeg and png files by clicking the 3 dots icon in the top right corner of each presentation and then clicking the download icon.

Can I create interactive presentations?

Yes, by clicking the 3 dots icon in the top right corner and then clicking the presentation icon, the tracker will be displayed as a full screen interactive presentation.

How frequently is the data updated?

The data is updated on a monthly basis, however, the day of the month our tracker updates varies from tracker to tracker.

What Insights Can I Derive from the Trackers?

Search Volume and Market Size: Our trackers provide data on search volume for tracked topics, search terms or brands. Whilst not directly correlated, in some instances, it can provide an indication of market size and maturity.

Stay Ahead of Market Trends: Trackers provide early detection of emerging trends, allowing professionals to anticipate shifts in consumer behaviour and capitalise on new opportunities before competitors.

Consumer Behaviour: By analysing search behaviours and volume, professionals can make data-driven decisions that align with consumer interests, improving product development, marketing strategies, and overall business outcomes.

Gain Competitive Insights: Trackers enable professionals to benchmark their brand’s search presence against competitors, offering insights into brand health, market positioning, and areas for improvement. It can also provide an indication of the overall competitiveness of the market in question.

Monitor Brand Performance: Regularly tracking brand share of search and related metrics allows professionals to assess the effectiveness of brand performance in the market and analyse market share.

Predict Future Market Share: By tracking trends in search volume and brand share of search, professionals can identify patterns that often precede changes in market share. This foresight allows them to proactively adjust strategies, optimise resource allocation, and position their brand for growth in a competitive market.

How Do I Use The Trackers

Trend trackers are essential tools for professionals in the health, wellness, and fitness industry, enabling them to stay informed about emerging market trends, consumer behaviours, and shifts in brand dynamics. By regularly analysing real-time data and comparing trends across factors such as seasonality, location, and sub-topics, professionals can gain a comprehensive understanding of their market. The ability to download data for your own in-depth analysis requirements allows for customised insights tailored to specific business needs. Furthermore, the tools for creating visual presentations and slide decks help effectively communicate these insights to stakeholders.

Moreover, these trackers can be used to predict future market share by analysing historical data and identifying patterns that indicate potential shifts in consumer interest and market dynamics. This foresight allows businesses to proactively adjust their strategies, ensuring they remain competitive and positioned for growth. In essence, trend trackers empower professionals to make data-driven decisions that enhance their ability to capture and maintain market share in a rapidly evolving industry.

What people are saying

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