When starting a diet, it is likely that your body will be deprived of something essential that you need. This is simply because you are changing the way that you eat and you may not have worked out all the little nuances of your diet yet. If you use to get a lot of your daily intake of fiber from fruit, for example, your new diet may not allow so much fruit. Therefore, your fiber intake will decrease and your body will be signaling you to eat more fiber in any way it can. You’d have fruit cravings not because it is delicious but because your body needs it.
The content of the U.S. version in the year 2000 was analysed in Stibbe (2004). The findings suggested that Men's Health gave some useful health advice but included images of masculinity that were counter-productive for health promotion. In particular, the form of hegemonic masculinity promoted by the magazine had the potential to promote negative health behaviours such as excess alcohol consumption, excess meat consumption, reliance on convenience food, unsafe sex, and aggressive behavior. The scope of this study did not include how the content of the magazine has changed over time, or how the content of the UK version differs from the U.S. version.