Each January, detox diets surge as part of the annual post-holiday reset. A US study published in Nutrients found that around 26 of consumers have tried a juice cleanse or detox programme, underscoring how entrenched detox culture has become. Although the data is US-based, experts suggest the trend mirrors behaviour seen in many countries with comparable wellness and diet industries, including South Africa.
This seasonal surge is mirrored in consumer spending. January remains a strong sales period for detox and detox-adjacent supplements, with products positioned around liver support, digestion and cleansing. These trends form part of a rapidly expanding global detox market, forecast to grow from about USD 40.7 billion in 2025 to more than USD 72.6 billion by 2035.
Prominent dietitian, Aziwe Booi , known for her evidence-based, culturally relevant nutrition advice, says despite their popularity, there is no credible scientific evidence that detox diets remove toxins or provide lasting health benefits.
