Is the Paleo Diet Still Popular in 2025?

January 5, 2026 •

4 min read

According to market data, the paleo foods market was valued at $3.85 billion in 2025, with projections for continued growth. While its initial public search peak occurred nearly a decade ago, the diet's core principles have evolved, maintaining a significant, though different, kind of popularity among health-conscious consumers today.

Quick Summary

The paleo diet has moved past its initial 2013-2014 hype to become a steady, influential force in the health food market, inspiring broader 'whole foods' movements. Its current adherents often follow a less-strict version, adapting ancestral principles to modern life rather than adhering to rigid, historical reenactment.

Key Points

Peak popularity has passed: Search data shows paleo's peak hype was around 2013-2014, but it remains a steady market force, not a fleeting fad.
Paleo has evolved: The rigid, historical diet has adapted into a more flexible 'paleo-ish' lifestyle, allowing for modern variations and acknowledging personal needs.
Commercial success continues: The paleo market is thriving, with a booming industry of branded products like snacks, meals, and supplements that cater to the principles.
Focus shifted to whole foods: Paleo's greatest impact is its role in driving a broader societal movement away from processed foods and toward clean, whole-food eating.
Potential downsides exist: Risks of nutrient deficiencies, particularly calcium and fiber from omitted food groups like dairy and grains, are a valid concern for strict, long-term followers.
Sustainability and cost are factors: Concerns over the high cost of quality, animal-based products and the environmental impact of a meat-heavy diet influence modern adaptations.
Long-term evidence is limited: While short-term studies show benefits, long-term clinical research on the full effects and risks of strict paleo is lacking.

In recent years, the question of whether the paleo diet is still popular has become more nuanced. The simplistic answer is that while the initial hype has waned since its peak in the early 2010s, its influence has become deeply embedded in the modern wellness landscape. Instead of disappearing, the paleo diet has evolved, with its principles influencing everything from whole-foods movements to targeted product innovations in the health food industry.

The Evolution of the Paleo Lifestyle

The original concept of the paleo diet, based on replicating the eating habits of hunter-gatherer ancestors, was popularized by books and celebrity endorsements in the early 2010s. This led to a surge in Google searches and a strict, dogmatic adherence for many followers. However, the modern version of paleo, often called 'paleo-ish' by followers, is more flexible and practical for everyday life.

The Shift from Strict Rules to Adaptable Principles

Flexibility: Modern paleo followers are more likely to make exceptions for certain foods, like white rice or certain grains, based on personal tolerance and health goals. This shift acknowledges the scientific debate around whether ancient humans truly avoided all grains and legumes.
Inclusivity: The focus has moved from what to eliminate to what to prioritize. The emphasis is now on nutrient-dense, whole foods, such as quality meats, vegetables, fruits, nuts, and seeds, which aligns with broader clean-eating trends.
Whole-Foods Focus: Paleo's greatest legacy might be its contribution to the mainstream movement away from processed foods. By focusing on simple, recognizable ingredients, paleo helped millions of people reconsider their relationship with processed sugars, refined grains, and unhealthy fats.

Paleo's Continued Commercial Success

Despite a drop in Google search prominence, the commercial viability of the paleo brand remains strong. The market has shifted from simply following the diet to purchasing paleo-branded products that make it easier to adhere to the principles.

A Thriving Market for Paleo Products

In 2025, the market for paleo foods continues to see robust growth, driven by consumer demand for convenient, clean-label, and naturally sourced options.

Examples of commercial success:

Snack Foods: The market for on-the-go paleo-friendly snacks like beef jerky, meat sticks, and nut-based bars has exploded. These products appeal to a wider audience than just strict paleo followers, including those seeking high-protein, low-sugar alternatives.
Prepared Meals & Meal Kits: Meal delivery services and prepared food brands offering paleo options cater to busy consumers who want convenience without sacrificing their dietary goals.
Supplements and Broths: Products like bone broth and collagen powders, which align with ancestral eating principles, have become staples in the broader wellness market, expanding paleo's reach beyond just diet followers.
Restaurant Options: Restaurants are increasingly offering paleo-friendly options, from protein-focused bowls to dishes featuring grass-fed meats and organic vegetables, recognizing the demand from health-focused diners.

Paleo vs. Modern Competitors

To understand paleo's current position, it helps to compare it to other popular dietary approaches. While the strict version of paleo may be less favored than a decade ago, its core tenets remain relevant and are often integrated into other diet philosophies.

Comparison of Paleo with Other Popular Diets


Feature	Paleo Diet	Mediterranean Diet	Ketogenic (Keto) Diet
Primary Focus	Eating whole foods from a hunter-gatherer era.	Balanced, whole foods with emphasis on plants and healthy fats.	Very low-carb, high-fat intake to induce ketosis.
Allowed Foods	Lean meat, fish, eggs, vegetables, fruits, nuts, seeds, healthy fats.	Fruits, vegetables, nuts, seeds, legumes, whole grains, fish, olive oil, moderate dairy/poultry.	High-fat meats, fish, eggs, cheese, butter, nuts, oils, and vegetables.
Restricted Foods	Grains, legumes, dairy, processed foods, refined sugars.	High-carb sweets, processed foods, refined oils.	Grains, sugar, most fruits, legumes, root vegetables.
Key Benefits	Weight loss, reduced inflammation, improved metabolic health.	Reduced heart disease risk, longevity, improved brain health.	Rapid weight loss, improved blood sugar control, neurological benefits.
Long-Term Evidence	Mixed; most studies are short-term. Some risks of nutrient deficiency noted.	Extensive, long-term evidence of overall health benefits.	Limited long-term evidence; concerns over nutritional deficiencies and sustainability.
Modern Popularity	Steady, with an influential market for branded products and adaptable approach.	Highly popular and widely recommended by health professionals.	Extremely popular, especially for short-term goals, but also faces sustainability challenges.

Potential Downsides and Considerations

While paleo has helped many people achieve health goals, it is not without its critics. Concerns regarding nutrient deficiencies and long-term sustainability are valid, and modern adopters often adjust the plan to mitigate these risks.

Nutrient Deficiencies: The exclusion of whole grains, legumes, and dairy can lead to inadequate intake of fiber, calcium, and vitamin D, crucial for bone health. This is why many followers now adopt a more 'paleo-ish' approach or use supplements to fill nutrient gaps.
Expense and Accessibility: Sourcing high-quality, grass-fed meat and organic produce can be expensive, a significant barrier for many people. The paleo diet is generally less accessible than conventional, government-recommended diets.
Sustainability: The high-meat emphasis of a strict paleo diet raises environmental concerns about land and resource use, pushing many followers toward plant-based alternatives.
Lack of Long-Term Evidence: Much of the research on paleo is based on short-term studies with small sample sizes. Longer, more robust clinical trials are needed to fully understand its long-term effects.

Conclusion: From Fad to Foundation

So, is paleo still popular? The answer is a definitive yes, though its popularity looks different than it did a decade ago. It has shifted from a rigid, celebrity-endorsed fad to a sustainable, influential foundation of the health and wellness industry. Today's paleo is less about historical accuracy and more about practical principles: eat whole foods, avoid processed junk, and prioritize nutrient density. This evolution has solidified its place in the market, even as new diets rise to prominence. While strict adherence has decreased, its fundamental ideas continue to thrive through accessible paleo-branded products, flexible 'paleo-ish' lifestyles, and a broader societal shift towards clean eating. Its legacy is not its dominance as a single diet, but its role in educating the public on the importance of real, unprocessed food.

Visit the Cleveland Clinic for more information on the paleo diet

Frequently Asked Questions

No, the paleo diet did not disappear. While its peak as a trending, search-heavy fad occurred around 2013-2014, it has since evolved into a robust market for paleo-friendly products and a sustained, influential eating philosophy for many.

The 'paleo-ish' approach refers to a more flexible, modern interpretation of the diet. Followers take the core principles of eating whole, unprocessed foods and add back some foods traditionally excluded, like white rice or certain legumes, based on their personal tolerance and preferences.

Yes, a strict paleo diet can be expensive, especially when purchasing high-quality, grass-fed meats, wild-caught fish, and organic produce. The cost is a significant barrier for many potential followers.

Main criticisms include the exclusion of nutritious food groups like whole grains and dairy, which can lead to nutrient deficiencies (e.g., fiber, calcium, vitamin D). Critics also point to the high cost, environmental concerns, and the limited long-term research on its effects.

Short-term studies suggest the paleo diet can be effective for weight loss, which is often attributed to the elimination of processed foods and increased protein intake leading to higher satiety. However, long-term weight loss evidence is limited.

Paleo and Mediterranean diets both emphasize whole, unprocessed foods. However, the Mediterranean diet is less restrictive, including whole grains, legumes, and low-fat dairy, and has more extensive long-term research supporting its health benefits.

Yes, the market for paleo products is thriving. Retailers and online platforms offer a wide range of products, from convenient snacks and meal kits to supplements, driven by steady consumer demand for clean-label, health-conscious options.