Why January Nutrition Plans May Not Work for Women, According to Experts

As January health resets peak, women’s health experts are warning that many popular nutrition plans may be setting women up to fail by ignoring one critical factor: the menstrual cycle.

Restrictive eating, low-carb plans and “clean” resets remain the default at the start of the year. But clinicians say these one-size-fits-all approaches overlook predictable hormonal shifts that affect appetite, energy and mood across the month, particularly in the weeks before a period.

According to Evelyn, the UK women’s health company focused on evidence-based support for PMS and PMDD, this disconnect helps explain why many women report intense cravings, fatigue and low motivation just weeks into January, despite “doing everything right”.

According to Google Trends, searches for “what is cycle syncing” and “cycle syncing diet” are up more than 5,000 percent in the past 30 days and are currently classed as Breakout.

The January drop-off women aren’t warned about

While interest in cycle syncing and hormone-aware wellbeing is growing, nutrition advice still rarely reflects the realities of the menstrual cycle.

“The biggest issue we see in January is women blaming themselves for struggling,” says Bonnie Hatcher, co-founder of Evelyn. “In reality, the body’s nutritional needs change across the cycle, and the luteal phase, the 10 to 14 days before a period, is where rigid plans are most likely to backfire.”

During the luteal phase, serotonin availability naturally dips, energy requirements increase and cravings for carbohydrates rise. Ignoring these changes can worsen PMS symptoms, destabilise blood sugar and make restrictive plans unsustainable.

A shift towards cycle-aware nutrition

Rather than pushing harder against cravings, clinicians are increasingly advocating for cycle-specific nutrition, adapting food choices to support hormonal shifts, mood and energy across the month.

This approach reflects a broader move away from restriction and towards personalised, hormone-aware health, particularly as awareness grows around PMS and PMDD.

Evelyn’s work focuses on translating emerging science into practical guidance women can actually use in everyday life, especially during phases where symptoms are most disruptive.

Supporting the luteal phase in real life

This insight underpins the launch of The PMS Bar, Evelyn’s new functional snack designed specifically for the luteal phase, when cravings and energy dips are most common.

Created as a smarter alternative to typical snacks, the bar combines a high-fibre base with ingredients that have been studied in PMS populations, helping to support steadier energy and mood during the premenstrual window.

The formulation includes:

• Tryptophan-containing ingredients to support serotonin pathways
• Magnesium and vitamin B6, nutrients often linked to mood and energy regulation
• Slow-release carbohydrates to satisfy cravings without sharp energy crashes
• Prebiotic fibre to support gut health and hormone metabolism

Dr Anna Cantlay, Head of Medical at Evelyn, adds: “The luteal phase comes with real, measurable changes, from shifts in neurotransmitters to increased nutritional needs. Having a high-fibre snack that satisfies cravings while delivering research-supported ingredients can be a great way to support PMS symptoms.”

“January nutrition advice often focuses on control and restriction, but that can be counterproductive for women, especially in the luteal phase, when the body genuinely needs more support,” says Bonnie. “We created the PMS Bar to work with the body, not against it, and to offer something that feels comforting, familiar and evidence-informed.”

Moving beyond one-size-fits-all health resets

As more women reassess their health routines this January, clinicians say the conversation is shifting away from rigid rules and towards approaches that acknowledge how women’s bodies change across the month.

Cycle-aware nutrition, particularly during the luteal phase, is emerging as a key part of that shift, helping women maintain energy, stabilise mood and stick with routines beyond the first few weeks of the year.

For more information, visit the Evelyn website.

Ravish Magazine is the UK lifestyle magazine for modern inspiration across travel, food and wellbeing.