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Misled or misfed: nutrition claims targeting active females on social media, is there research evidence to support them?

Published online by Cambridge University Press:  01 July 2026

Penelope Matkin-Hussey
Affiliation:
University of Otago, New Zealand
Alistair David Black
Affiliation:
Leeds Beckett University Carnegie School of Sport, UK
Katherine Black*
Affiliation:
University of Otago, New Zealand
*
Corresponding author: Katherine Black; Email: katherine.black@otago.ac.nz
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Abstract

Evidence-based nutrition guidance for female athletes remains limited relative to that available for males; in part, this has contributed to widespread reliance on social media for dietary information. Whilst social media can enhance health communication, it also facilitates the rapid dissemination of unverified, commercially driven nutrition claims. This narrative review critically synthesises the current scientific literature underpinning four prevalent claims targeting nutrition close to exercise for active females; (1) fasted training is harmful for all females, (2) menstrual cycle-related hormonal fluctuations require sex-specific hydration strategies, (3) carbohydrate differences by sex and menstrual cycle phase and (4) precise protein timing is essential for optimal adaptation in females. Despite social media and ‘influencer’ claims of no evidence in humans for many of the claims, there is some, albeit limited, evidence. This review evaluates the available research and the evidence supporting these claims to provide practical advice for active females. Collectively, this review demonstrates that many widely circulated nutrition claims directed at active females lack robust scientific support. The findings emphasise the importance of individual context, including training load, energy availability, environmental conditions and total dietary intake, over rigid, sex-specific nutrition rules. Improved translation of female-specific sports nutrition research into accurate, accessible public messaging is urgently needed to counter persistent misinformation in digital media.

Information

Type
Conference on ‘Advancing Nutrition: Evidence, Translation, Action’
Creative Commons
Creative Common License - CCCreative Common License - BY
This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted re-use, distribution and reproduction, provided the original article is properly cited.
Copyright
© The Author(s), 2026. Published by Cambridge University Press on behalf of The Nutrition Society
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