Orthorexia in the Age of Wellness Culture
In a world obsessed with "clean eating," where influencers and self-proclaimed wellness gurus dictate what’s “pure” and what’s “toxic,” many people are unknowingly developing orthorexia nervosa, an unhealthy fixation with healthy eating. We are bombarded with messages about food purity through school campaigns, public health campaigns, and social media that encourage obsessive label-checking, ingredient obsession, and avoidance of anything deemed processed. While awareness about nutrition is important, the fine line between mindfulness and obsession is becoming increasingly blurred.
What Is Orthorexia?
Orthorexia, a term first coined by Dr. Steven Bratman in 1997, describes an obsession with eating only foods perceived as healthy, pure, or "clean." Over time, this fixation can lead to:
Nutritional deficiencies due to extreme food restriction
Social isolation from avoiding meals with friends or family
Anxiety and guilt around eating anything perceived as unhealthy
An illusion of control, where food choices become a way to manage deeper fears and anxieties
The impact of orthorexia is evident in clinical settings, particularly among people who develop disordered eating patterns under the guise of wellness.
The Power of Social Media & Misinformation
It is important to clarify that orthorexia is not caused by social media. Instead, it often develops as a coping mechanism for extreme anxiety about health and well-being. For some people, obsessively controlling food intake provides a sense of order, predictability, and safety in an otherwise chaotic world. However, social media and wellness culture can intensify and reinforce these fears. This makes it easier for people prone to anxiety to fall into rigid, disordered eating patterns. Many wellness influencers promote the idea that every additive is toxic, every processed food is harmful, and only the purest, cleanest diet will ensure health and longevity. Over time, this narrative can create a pervasive sense of fear and uncertainty around food, which may fuel orthorexia. Research supports the link between social media exposure and increased anxiety about food. A study by Turner and Lefevre (2017) found that individuals who followed health-related content on Instagram were significantly more likely to exhibit orthorexic tendencies.
Has Anything Really Changed?
There is nothing revolutionary about the idea that fresh, whole foods are generally healthier than processed foods. This has always been true. A piece of fruit will always be more nutritionally beneficial than a chocolate bar. This is not new information. What has changed, however, is the constant reinforcement of this message. Social media ensures we are exposed to it 24 hours a day, with multiple voices not just reminding us that processed food exists, but aggressively highlighting every additive, every preservative, every “toxic” ingredient, and the supposed dangers they pose. Information is important, but do these influencers care about you, or are they more interested in their following?
Who Benefits?
The people behind many of these fear-mongering wellness pages are not just spreading awareness; they are building brands, accumulating followers, and profiting.
Many partner with supplement or “clean” food companies that align with their narrative.
Others gain enough followers to monetise their content, eventually selling courses, meal plans, or detox programs.
Some use scare tactics to market their own products, replacing so-called "toxic" foods with their own expensive alternatives.
This isn’t about health. It’s about influence, branding, and ultimately, profit.
The Underlying Psychological Drivers of Orthorexia
While social media is a magnifier, the root cause of orthorexia often lies deeper.
A response to anxiety – Many individuals develop orthorexia as a way to cope with fears about illness, aging, or contamination.
A desire for control – Food rules can offer a false sense of security in an unpredictable world.
A quest for identity – In extreme cases, dietary choices become a person's entire identity, making it difficult to break free from harmful patterns.
How Orthorexia Differs from Other Eating Disorders
Unlike anorexia and bulimia, which primarily focus on weight loss, orthorexia is driven by an intense need for health and food purity. However, the consequences can be just as damaging, leading to malnutrition, anxiety, and compulsive behaviours that disrupt daily life.
We would never actively promote anorexia or bulimia, yet society has unknowingly endorsed behaviours that can trigger orthorexia.
Campaigns that encourage children to scrutinise food labels for every additive or preservative
Wellness influencers labelling entire food groups as “dangerous” or “toxic”
The glorification of rigid dietary rules as a sign of self-discipline
All of these contribute to a culture of food fear rather than balanced nutrition.
How to Recognise & Address Orthorexia
If you or someone you know is exhibiting signs of orthorexia, it’s important to seek support. Here are some red flags to watch for:
Extreme anxiety or guilt around food choices
Avoiding entire food groups without medical necessity
Spending excessive time researching food ingredients
Prioritising food purity over social interactions and overall well-being
Creating a Healthier Relationship with Food
Challenging food fear – No single food will make or break your health. Moderation, not elimination, is key.
Seek guidance from registered dietitians, not influencers.
Challenge black-and-white thinking. Balance is healthier than perfection.
Reintroduce foods slowly. If you’ve been avoiding certain foods, work on reintroducing them with professional guidance.
Parents: Be mindful of how you talk about food . While parents can’t create an eating disorder, they can create enough fear and anxiety around food that an eating disorder becomes an inadvertent solution. Avoid labelling foods as “good” or “bad” and model a balanced approach to eating.
Moving Beyond the Wellness Trap
The line between "healthy eating" and obsessive eating is thinner than we think. Being mindful of what we consume is good, but when mindfulness turns into fixation, the risks outweigh the benefits. The next time you come across a post demonising certain foods or glorifying extreme dietary restrictions, ask yourself: Is this promoting health, or is it promoting fear? Orthorexia is, at its core, a response to anxiety—a way to feel in control in an unpredictable world. However, when wellness influencers portray food as dangerous, and every additive as something to fear, they contribute to a culture of food anxiety that can tip vulnerable individuals into obsessive, disordered eating patterns.
Turner, P. G., & Lefevre, C. E. (2017). Instagram use is linked to increased symptoms of orthorexia nervosa. Eating and weight disorders : EWD, 22(2), 277–284. https://doi.org/10.1007/s40519-017-0364-2
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