Nutritional trends shape our eating habits.Image: Shutterstock
We actually know what is good for us: more fruit and vegetables, less sugar and processed foods. And yet we often sabotage our own diet. Why this is – and what role nutritional trends and marketing play in this.
April 5, 2026, 1:41 p.mApril 5, 2026, 1:41 p.m
Ms. Brombach, many people are striving for a healthier lifestyle. Do we actually eat healthier in Switzerland than we used to?
Partially. We eat more fruit and less saturated fats, but also more highly processed products. Overall, the picture is contradictory.
Are we too comfortable – or do we lack knowledge about ingredients?
We eat more consciously, but at the same time we eat more comfortably. Highly processed products are readily available, have a long shelf life, and are heavily advertised. They are often hyperpalatable, encouraging overconsumption. It’s the typical “eat the bag of chips empty” symptom. Our brain craves it because dopamine is released when consumed.
Christine Brombach is professor of nutrition and consumer science at the Zurich University of Applied Sciences (ZHAW) in Wädenswil.
Which nutritional trends are currently dominating?
Plant-based nutrition and protein-rich products are among the most sought-after trends. At the same time, intestinal health is becoming more of a focus. Fermented foods such as sourdough bread, kimchi and sauerkraut are becoming increasingly popular. Reducing sugar is also popular.
So is plant-based nutrition not a trend, but still popular?
Yes, but in a more flexible form: Instead of following a strict vegan lifestyle, more and more people are deciding to consume more consciously and less meat overall.
Are we also consuming less sugar?
Slightly less, but sugar is often replaced by other substances. Many products today contain increased amounts of sweeteners or so-called hidden sugars, which appear in foods under various names, instead of classic sugar. These include, for example, glucose-fructose syrup, dextrose or maltose.
Is that better?
Not necessarily. Sweeteners hardly provide any calories and can help reduce direct sugar consumption. However, many people get used to a strongly sweet taste. In addition, the long-term effects of frequent sweetener consumption are not yet fully understood. With so-called hidden sugars, the problem remains that more sugar is often consumed than it seems at first glance.
What do you think of the protein boom? Do we need so many new protein foods?
The hype surrounding protein products suggests a deficiency that doesn’t even exist for most people. And here the rule is actually: food first, i.e. real food instead of enriched products. Many protein bars also contain added sugar and fat.
How do you assess new protein sources such as insects and algae?
Algae and lupins have potential because they are a good source of nutrients and can be produced in a comparatively environmentally friendly way. They provide high-quality protein, require little water and space and often have a better carbon footprint than animal products. Insects, on the other hand, remain a niche for the time being because they are often considered unfamiliar and many people have a certain inhibition threshold, for example through disgust. In addition, production, processing and legal framework conditions are limited in Europe.
“Superfoods are often more marketing than added value.”
Why is intestinal health suddenly in focus? New research is putting greater focus on the importance of the gut for health and well-being. Studies show connections between the microbiome and various processes in the body, such as digestion or the immune system.
Is the hype going too far?
Partially yes. Many of the current promises go beyond the existing scientific evidence. For some approaches – such as a highly personalized diet based on genetic analyzes or the individual microbiome – there is not yet a sufficiently secure scientific basis.
Dietary supplements are widespread – are they even necessary?
Healthy people generally do not need to take nutritional supplements, provided they eat a balanced and varied diet. Most vitamins and minerals can be adequately absorbed through a normal diet. However, there are exceptions, such as vitamin D with little sunlight or vitamin B12 with a vegan diet.
Are there other trends that are overrated?
Superfoods are often more marketing than added value, because local foods can easily compete nutritionally. Smoothies are also overrated: they often contain large amounts of sugar and are less filling than whole fruits.
What about clean eating, a diet based on natural, unprocessed foods?
Clean eating sounds healthy, but through rigid rules and moral thinking it can promote problematic, unhealthy eating patterns.
And herbal substitutes?
These are not automatically healthier – many are heavily processed and contain a lot of salt, fat, sugar or additives.
What about detox treatments?
They promise detoxification, but scientifically it is clear: the body detoxifies itself. There are no toxins.
How do you rate lactose-free products?
These are unnecessary for most people unless they have a proven lactose intolerance. Some of them are also more expensive and less nutritious.
Why are we so easily convinced by new nutritional trends?
Many new nutritional concepts seem attractive because they promise simple and seemingly clear solutions. They convey a feeling of control over one’s own health and at the same time offer orientation in a complex world of nutrition. They also create identity and belonging, for example through shared values or lifestyles. Social media also plays a big role: trends often spread faster than scientific findings.
Does marketing also play a role?
Yes, marketing has a big influence on how we perceive nutrition.
“The body detoxifies itself. There are no toxins.”
What are the differences between marketing promises and science?
Marketing often focuses on individual, positively highlighted features of a product. These are specifically highlighted to make the product appear attractive. The scientific perspective, on the other hand, looks at the entire diet and long-term relationships.
Can you illustrate this with an example?
A classic example is low-fat yogurt. They are often advertised as “light” or “healthy” because they contain less fat. That sounds positive at first. However, in practice, more sugar is often added to balance the taste. This means that the yogurt can contain a similar number or even more calories than the full-fat version.
What is your most important tip for dealing with nutrition trends?
Trends can inspire, but the basics count more: a predominantly plant-based, minimally processed and balanced diet.