Does eating a plant-based diet threaten a man’s masculinity? It appears some Gen Z men have been convinced it does, prompting them to increase their consumption of animal-based protein.
A report by Hubbub, “High Steaks: How young men are beefing up their diets,” found though the average Briton has reduced meat consumption from 2.2 pounds a week in 2000 to 1.8 pounds in 2023, the story is different for young men, many of whom are influenced by the ‘manosphere’ and the influencers who inhabit it. USDA data show U.S. consumption went from 4.8 pounds in 2000 to 4.3 pounds in 2023.
“Among Gen Z men, there is a growing trend towards hyper masculinity focused on personal discipline, fitness and wealth which is being echoed in the manosphere,” Quynh Mai of Qulture told The Food Institute.
Key factors in the trend: “classic definitions of male beauty, namely being ripped with muscles, and the only way to achieve that look is through high protein intake, hence the return of meat.”
Thirty-nine percent of males ages 16-24 responding to the Hubbub survey said they’re eating more meat than they did last year, compared to 18% of all other men and 15% of the general population.
A survey by Pre Brands produced similar numbers, finding Gen Z men are twice as likely as older generations to say they’ll buy more ground beef this summer compared with last year, 28% versus 14% for millennials and baby boomers.
“What’s particularly noteworthy is that 57% of Gen Z male respondents to our survey say lean red meat is their preferred protein source to support their health and wellness goals,” said Nicole Schumacher of Pre Brands.
Seventeen percent of young men in the Hubbub survey said they felt uncomfortable eating plant-based foods with friends and family, compared with 11% of all men and 10% of the overall population.
The survey said some of this attitude can be attributed to the pandemic, which hit these men at a crucial time in their development. Nearly a quarter of respondents said they didn’t believe human behavior was the primary cause of climate change.
Research has indicated that farm animals are responsible for 14.5% of global emissions, and the push to convince people to eat a more plant-based diet is part of the effort to stem climate change.
“A key factor driving these behaviors is the rise of the ‘manosphere’ – a collection of websites, forums, blogs and vlogs focused on men’s issues and upholding traditional masculine roles. This online space is one often characterized by opposition to feminism and, in the case of many men’s rights activists, extreme misogyny,” the report said.
Branding expert Reilly Newman at Motif Brands said the beef renaissance among young men may be attributable to the rebranding of it as protein.
“This is the pendulum swinging from the fake meat and plant-based trends that previously were a flash in the pan. Since then, protein has become top of mind as new brands flaunt the amount in their products, which has been in tandem with the rise of the reframing of meat as protein thanks to brands like Chipotle,” Newman said.
“The health aspect of meat has become more popular as podcasts and influencers share the protein power behind meat.”
Tomo Marjanovic, owner of Aspire Rejuvenation Clinic, said the shift to increased beef consumption is a component of the wellness movement.
“The plant-based hype is starting to wear off because people are realizing they just don’t feel good on those diets long-term. Plant-based and vegan diets are missing key nutrients and amino acids that are essential for things like hormone production, brain health and muscle repair,” Marjanovic said.
“Our guts aren’t even designed to properly digest most plants, especially the ones that are high in lectins and oxalates,” the expert added. “As long as the focus stays on quality, grass-fed, ethically raised meat, the trend should be sustainable.”
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