Detox diets once again flood social media feeds and shopping baskets. At every start of a new year, countless people pledge to “cleanse” their systems after weeks of indulgence – a ritual that’s become as routine as new gym memberships.
A recent US study published in Nutrients found that around 26% of consumers have tried a juice cleanse or detox programme, illustrating just how deeply detox culture has taken root. While the research is US-based, health experts note that similar patterns are evident in countries like South Africa, where wellness and diet industries continue to grow.
Forget detox gimmicks
That interest translates into spending power. January and February remain a strong sales period for detox-related supplements and so-called “cleansing” products, typically marketed for liver support, digestion, or purification.
However, despite its booming popularity, science has yet to catch up with the hype.
Prominent South African dietitian Aziwe Booi, known for her evidence-based and culturally relevant nutrition advice, says there’s no credible scientific evidence that detox diets actually remove toxins or deliver lasting health benefits.
“The human body is naturally equipped with highly efficient elimination systems – primarily the liver, kidneys, lungs and digestive tract – that continuously remove waste without the need for special regimes or products,” Booi explains.
She adds that many detox programmes promise rapid toxin elimination, weight loss, and improved energy, but research shows most lack clinical backing.
“Some protocols, such as juice-only cleanses, may even lead to nutrient deficiencies, blood sugar fluctuations and negative metabolic effects,” says Booi.
“The supplements industry is largely unregulated, with no requirement for health claims to be verified. As a result, many products marketed for weight loss, cleansing or detoxification often contain ingredients with laxative effects. Long-term use of such substances can be dangerous and may lead to dehydration and, in severe cases, hospitalisation.”
The Nutrients study also found that a three-day juice cleanse increased inflammation markers and disrupted gut bacteria – outcomes linked to poorer digestive health, not improved detoxification.
Booi points out another key flaw in detox marketing: “The term ‘toxins’ is rarely defined in wellness marketing. Many detox plans don’t specify what’s being removed, how it’s removed, or whether those substances are even harmful at the levels we’re exposed to.”
Balance, not cleansing, is the real reset
Booi says the “detox” concept oversells the idea that the body needs purging after festive excess.
“In reality, your body is already detoxifying around the clock. So, if any product is being sold promising anything that sounds too good to be true? It probably is,” she notes. “Sustainable habits, not extreme regimes, support long-term well-being.”
Many detox diets, she adds, are overly restrictive, excluding proteins, healthy fats, or fibre — nutrients vital for digestion and metabolism.
“You might feel lighter or sharper during a cleanse, but that’s usually due to calorie restriction or cutting out alcohol and processed foods temporarily – not because you’ve eliminated ‘toxins’.”
Instead of chasing short-term cleanses, Booi advises focusing on rebuilding healthy routines.
“This year’s wellness reset should emphasise re-establishing healthy routines rather than chasing quick fixes. Gentle, evidence-based approaches give people real tools to feel good again, without misleading claims or unnecessary stress.”
ALSO READ: Dietitian gets to the bottom of liquid detox
Rooibos: A real South African health ally
For many South Africans, rooibos is a familiar favourite, and increasingly recognised for its genuine health benefits.
“People often look for something to ‘fix’ festive overindulgence,” says Booi. “But the reality is that the body already has highly effective detox systems. Rooibos doesn’t promise a quick fix; it supports everyday hydration and balance, which is far more sustainable.”
Naturally caffeine-free and low in tannins, rooibos offers a flavourful, antioxidant-rich alternative to sugary or caffeinated drinks – supporting whole-body wellness without the false promise of “cleansing.”
“Instead of chasing the next trending cleanse, focus on habits you can actually sustain,” says Booi.
Booi’s simple checklist for lasting health
- Stay hydrated – beverages like rooibos count
- Eat fibre-rich, whole-grain meals
- Include colourful fruit and vegetables daily
- Add lean proteins such as chicken, fish, eggs, beans and legumes
- Choose healthy fats from nuts, seeds, avocados and nut butters
- Move your body regularly
- Prioritise sleep – aim for 7–9 quality hours
“Consistency with these habits is what truly supports long-term health,” Booi concludes.
ALSO READ: Detox: Let your diet do the work
