Instagram is awash with wellness bloggers posting pics of macrobiotic salads and Lycra-clad abs. How’s the average person expected to keep up? Bella Younger glamorises an alternative lifestyle with Deliciously Stella, choosing crisps over kale and a deep-fat fryer over a NutriBullet.

Sugar may be demonized in today’s food culture, but many Americans see artificial preservatives and sweeteners as even worse for their health. Catering to bakers who want to avoid additives, Supernatural offers a rainbow of plant-based alternatives to conventional sprinkles and food coloring.

From aiding weight loss to protecting against diseases, the alleged benefits of ‘clean eating’ are vast and varied. Bloggers have built careers around this lifestyle, while brands have gained new health-conscious audiences – but the critics now rival the advocates. Are people fed up with this fad?

Health fanatics have long espoused the benefits of ancient grains, and they’re steadily entering mainstream consciousness as foodies seek out new flavors. Major brands including Papa John’s and General Mills are embracing quinoa, spelt, and einkorn to reinvent their products.

While 91% of Americans snack every day, a growing number are turning away from the biscuit tin in search of healthier treats. The Giving Tree hopes to satisfy this craving with freeze-dried bags of vegetable and fruit crisps. But just how enjoyable is munching on dehydrated broccoli florets?

Carb-conscious foodies are turning to ‘courgetti’ and ‘boodles’ for healthy alternatives to their favourite starchy meals. Now, Cauli Rice is offering long-life, microwaveable cauliflower rice, so you can get your clean eating fix without slaving away in the kitchen for hours to prepare your veg.

After slumping during the recession, sales of organic food, fashion and beauty are on the up again, tapping into a consumer desire for authenticity and transparency. But what does the term ‘organic’ actually mean to consumers? And where do the opportunities lie for businesses?

Whether it’s a strict gym regimen, highly controlled diet or constant need to travel the world, there are some lifestyle choices that can turn into full-blown addictions, with many of the associated negative consequences. How exactly does a healthy habit turn into a dangerous dependence?