Macro Counting (tracking protein/carbs/fats) became fitness community obsession (2016-2020), promising “eat anything if it fits your macros” (IIFYM) flexibility. MyFitnessPal app enabled detailed tracking, but method often led to obsessive behaviors, social limitations, and privileged assumption of food choice/time to track. Still popular in bodybuilding/fitness circles.
Sources: MyFitnessPal Usage Data, Fitness Nutrition Studies