NOTTINGHAM, UK. February 6th, 2025 - Newly released customer data from wellness brand Lily & Loaf has found that while two-thirds (61.8%) of consumers follow restrictive diets, half still experience cravings for sugar or processed food.
- Over two-thirds (69.7%) of those questioned also experience a number of digestive issues.
- These findings highlight the importance of meeting all nutritional needs when aiming to thrive on a more restrictive diet.
Popular wellness brand Lily & Loaf has released new findings from its Lifestyle Analysis Health Check, shedding light on a clash between restrictive dietary restrictions and cravings for food which is highly processed or high in sugar. According to the data, 61.8% of respondents, all over 18, reported following a restrictive diet such as dairy-free, gluten-free, vegetarian or vegan. However, half (50.5%) of all customers still complained about craving sweet or processed foods, suggesting that following a strict diet doesn’t necessarily curb unhealthy cravings.
These findings come at a time of growing concern over restrictive eating trends and their potential links to disordered eating, highlighted by a recent parliamentary report published by the All-Party Parliamentary Group on Eating Disorders. While many people adopt restrictive diets to address allergies, ethical concerns, or personal health goals, experts warn that such restrictions can inadvertently create nutrient gaps or lead to an overreliance on sugary, calorie-dense foods.
“By cutting out entire food groups, people may inadvertently create significant gaps in essential nutrients,” warns Allison Prebble (BA Hons, MSc Nutritional Therapy, Dip KA), Nutritional Therapist at Lily & Loaf. “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.”
Other key insights from the Lifestyle Analysis Health Check included:
- A quarter (25.6%) of respondents said they experience a stressful lifestyle.
- 29.8% report low energy, while 31.3% of respondents experience joint or muscle discomfort.
- Over a quarter (26.9%) of respondents admitted feeling low or apathetic, while 24.6% expressed feeling easily irritated or angered.
- Over two-thirds (69.7%) experience digestive health issues, including irregular bowel activity, discomfort after eating, and difficulties digesting certain foods.
Andrew Ewan, Managing Director at Lily & Loaf, commented: “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.”
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