Is it a fad? An interesting interview by Ben Domenech:
…the existing food movement that sprang up around organic food was largely driven by, particularly in the early years, the vegetarian world and the plant-based diet world, with a good bit of progressive ideology. And so that is alienating to a lot of people who might want to be healthier, who do care about where their food comes from. We saw the same thing happen in the environmental movement. You’ve got scores of hunters who care deeply about conservation and practice it in their own lives, and but due to differences in culture hunters have largely been excluded from the environmental movement.
I think there was a latent demand for an alternative approach to healthy eating and healthy living that wasn’t, that didn’t require you to buy in to all this other ideology. Because basically until paleo, until this general evolutionary approach came along, the only options were, you can be a sort of like a hippie vegan progressive, or you can eat tons of McDonalds and become obese and proudly tout that you don’t care where your food comes from, or you can go on some fad diet. And those aren’t actually very good options for a lot of people.
So, first I just think there was latent demand for it. And then there there’s definitely something to the fact that paleo doesn’t look down on eating meat and that definitely appeals to a slightly more masculine group of folks. The latest surveys have shown that paleo is actually split about 50/50 between men and women, but that’s far more men relative to all other dietary movements, which tend to be 70, 80% women. So, people will say it’s all macho, all these men are into it. It’s actually about 50/50, but it just feels a little bit more masculine relative to everything else.
It really has taken off more among libertarians than the general population, I think.