A growing trend in parenting, often referred to as the “crunchy mum” movement, is gaining mainstream traction, characterized by a notable swing away from conventional parenting norms. Originating in the US around 2010, this movement, named after the “crunchy granola mums,” emphasizes natural living and often involves decisions that depart from traditional medical and educational practices. Once considered on the fringes of society, these parents are now increasingly visible, with social media platforms like TikTok playing a significant role in their widespread adoption.

Key tenets of the crunchy mum philosophy include a cautious approach to modern medicine and a strong preference for natural remedies. Many crunchy mums opt out of vaccinating their children, with some, like Roma Norriss, 42, from Somerset, citing personal adverse reactions to vaccines as a foundational reason for their mistrust. Norriss, a parenting coach, chose not to vaccinate her two children, instead treating illnesses with herbs and supplements and avoiding antibiotics. She also practiced extended breastfeeding until her children were five and three, and co-slept with them until they were eight. Her children were born at home, with one being a “free-birth” without a midwife, a practice she undertook with extensive prior training as a doula, emphasizing a desire for a relaxed, home environment for birth.

The diet in crunchy households typically consists of organic, whole foods, often avoiding gluten, sugar, and dairy. Roma and her husband raised their children on such a diet, treating minor ailments with homeopathy, an alternative medicine that ceased being offered on the NHS in 2017 due to concerns over its effectiveness. Beyond diet and medicine, crunchy mums also tend to limit exposure to chemicals in their homes, opting for glass containers, stainless-steel pans, and eco-friendly cleaning products.

Another controversial aspect of the movement is the avoidance of suncream. Claire Marouf, 43, from Swansea, is an outspoken crunchy mum who never uses suncream on her five-year-old daughter. Despite overwhelming scientific evidence linking sun protection to reduced skin cancer risk, Claire prefers sun hats and shade, believing constant application of chemicals is unnecessary and can lead to children looking “pale and pasty.” She also stopped her daughter’s vaccinations at age two, missing the MMR and nasal flu shots, and rarely uses conventional medicines like Calpol, advocating for a “get-up-and-walk-it-off” attitude similar to her own parents.

Homeschooling is also a common choice among crunchy parents. Roma Norriss homeschooled her son until he was eight, finding it a “wonderful experience” that fostered confidence, and later her daughter from year seven due to medical needs. Government statistics for England show a 20% rise in home-educated children in 2024 compared to 2023, totaling an estimated 111,700.

However, these practices raise significant public health concerns. Latest NHS England figures indicate that 16.1% of children turning five between April 2023 and March this year had not received both doses of the MMR vaccine. Concurrently, measles cases in England rose to 2,911 last year, the highest since 2012, and whooping cough cases surged to 14,894 in 2024, up from just 856 in 2023. GP Dr. Helen Wall warns that rejecting modern medicine and vaccination leaves children vulnerable to serious and life-threatening conditions like measles, meningitis, and whooping cough, emphasizing that vaccines undergo rigorous safety testing. She also debunks the fear of chemicals in suncream, noting that claims about oxybenzone disrupting hormones are based on studies involving extremely high doses in rats, far exceeding human exposure.

Chartered psychologist Dr. Louise Goddard-Crawley suggests that parents turn to crunchy lifestyles in an effort to feel more empowered and in control amidst the pressures of modern parenting. She highlights how social media echo chambers normalize these ideas, creating communities that speak in the language of empowerment, which can be highly persuasive to anxious parents seeking the “safest” approach for their families. While Dr. Wall acknowledges some positives, such as reducing processed foods and harsh chemicals, she stresses the critical importance of following NHS guidance for vaccines and suncream, advising parents to seek advice from their GP if they have concerns.

Ultimately, while crunchy mums like Roma Norriss express excitement about parents trusting themselves and exploring alternative paths, believing there are “1,000 ways to raise a family,” medical professionals like Dr. Wall underscore that official guidance exists for a reason and parents should exercise caution, consulting healthcare providers for informed decisions.