Ancient Food Wellness Trend
Bone Broth - simmered animal bones creating collagen-rich liquid - became 2016-2019’s wellness trend via celebrity endorsements (Gwyneth Paltrow, Kobe Bryant) and health claims (gut health, joint support, glowing skin).
Claims: Collagen for skin/joints, gut healing, immune boost, anti-inflammatory, keto-friendly
Market: $2.8B globally (2023); expensive ($10-15 per quart vs. $2 regular broth)
Brands: Kettle & Fire, Bonafide Provisions, Brodo (NYC storefront selling broth)
Preparation: Simmer bones 12-48 hours; trendy slow cooker/Instant Pot method
Scientific reality: Some benefits (protein, minerals) but collagen claims questionable (digestive system breaks down collagen before absorption)
Wellness culture: Aligned with paleo, keto, ancestral health movements; “return to traditional foods”
Criticism: Expensive rebranded stock, overhyped benefits, wellness industry exploitation
Decline: 2020+ - novelty faded, expensive, time-consuming; relegated to niche health community
Bone broth exemplifies wellness industry pattern: ancient food rebranded with health claims, celebrity endorsement, premium pricing.
Sources:
https://www.healthline.com/nutrition/bone-broth
https://www.theatlantic.com/