Last Updated on: 6th February 2025, 06:31 pm
New consumer data from wellness brand Lily & Loaf has revealed that while nearly two-thirds (61.8%) of individuals adhere to restrictive diets, half still experience cravings for sugary or processed foods.
Additionally, over two-thirds (69.7%) of respondents reported experiencing digestive issues, underscoring the importance of maintaining balanced nutrition even when following dietary restrictions.
Lily & Loaf, a well-known wellness brand, has published new insights from its Lifestyle Analysis Health Check, exposing a conflict between restrictive eating habits and persistent cravings for processed or high-sugar foods. The findings show that 61.8% of participants, all aged 18 or over, follow a restrictive diet—such as dairy-free, gluten-free, vegetarian, or vegan. However, despite these dietary choices, 50.5% admitted to craving unhealthy foods, indicating that strict eating habits do not necessarily eliminate the desire for sugary or processed items.
The study emerges at a time of increasing scrutiny over restrictive dietary patterns and their potential links to disordered eating, as outlined in a recent parliamentary report from the All-Party Parliamentary Group on Eating Disorders. While many individuals follow restrictive diets for health, ethical, or allergy-related reasons, experts caution that such dietary choices may inadvertently create nutritional imbalances or drive an overreliance on high-calorie, high-sugar foods.
Nutritional Therapist at Lily & Loaf, Allison Prebble (BA Hons, MSc Nutritional Therapy, Dip KA), warned:
“By cutting out entire food groups, people may inadvertently create significant gaps in essential nutrients. While a more restrictive diet can be beneficial for managing allergies, intolerances or for other personal and ethical reasons, many people adopt these strict eating patterns without understanding how to properly replace missing nutrients. Over time, these deficiencies can intensify cravings for high-calorie or sugary foods and potentially pave the way for more serious disordered eating behaviours.
“Eliminating the underlying causes of health issues is vital, as it’s rarely just a food or foods that are causing health issues. Obviously a coeliac will always need to avoid gluten, however, being mindful of the breadth of your diet is key.
“If you’re following a more restrictive diet, I strongly recommend consulting with a qualified Nutritional Therapist, Dietitian or Doctor to ensure you’re consuming the correct amounts of vitamins, minerals and key macronutrients. By meeting all of your nutritional needs, and by supporting your diet with any necessary supplements, you’re more likely to avoid intense cravings and maintain a healthier overall relationship with food.”
Additional Findings from the Lifestyle Analysis Health Check:
- A quarter (25.6%) of respondents reported living a stressful lifestyle.
- Nearly 30% (29.8%) experienced low energy levels, while 31.3% suffered from joint or muscle discomfort.
- Over a quarter (26.9%) admitted to feeling low or apathetic, with 24.6% stating they often felt easily irritated or angered.
- A significant 69.7% reported digestive issues, including irregular bowel movements, post-meal discomfort, and difficulty digesting certain foods.
Andrew Ewan, Managing Director at Lily & Loaf, commented on the findings:
“These findings highlight the true complexity of health and wellness choices people face today. At first glance, cutting out certain foods can seem like a simple solution for weight loss, managing allergies, or reaching certain health goals. However, the data shows that many still battle serious physical and mental health challenges, including unhealthy cravings, low energy, and mood issues. We believe in a more balanced approach — educating consumers about their nutritional needs, ensuring they fill any dietary gaps, and offering high-quality supplements to give additional support where needed. That way, you can find a sustainable way of eating that supports both your immediate well-being and long-term health.”
