With recent research showing that young men are increasing their consumption of meat, environmental charity Hubbub’s CEO, Alex Robinson, explores how the plant-based food and beverage industry can appeal to this demographic.

Netflix recently released a documentary so stomach-churning it'd make even the most committed carnivore wince. Brian Johnson, the self-proclaimed 'Liver King' based in the US, has made his name peddling ‘ancestral living’ and his own line of organ-meat supplements. His daily breakfast alone is enough to make you queasy: six raw eggs, maple syrup and uncooked bone marrow – washed down with a side of yogurt.

While Johnson is undoubtedly extreme – and it's tempting to dismiss him as an oddball – the obsession with protein is alive and well here in the UK, too. As the BBC reported last month, high-protein claims appeared on 8.3% of food product launches in early 2025, even though, on average, people in the UK are already consuming far more protein than they need. The British Nutrition Foundation recommends we get protein from a variety of sources – including high fibre foods like beans, lentils and chickpeas – but in the UK, the majority of our protein intake comes from meat and meat products.

Beyond the obvious health risks – high consumption of red and processed meats is linked to increased risks of bowel cancer, cardiovascular disease and type 2 diabetes – there’s a greater danger: the impact on our climate. As the UK’s Climate Change Committee put it earlier this year, we need to cut our meat consumption by 'two kebabs’ worth per week'.

For a nation that grew up on chicken and chips and a weekly spag bol, this represents a big shift. The good news is we’re already seeing positive movement. Over the years, the UK has steadily been reducing its meat consumption – the average Brit bought 857g of meat per week in 2023, down from over 1kg in 2000. That's roughly equivalent to one kebab fewer per week.

However, the story isn't as straightforward as it seems. While meat consumption has been in a slow, long-term decline, the national picture masks a significant divergence amongst one crucial group: young men.

Meat and masculinity

Research conducted over two years by Hubbub has found that young men aged 16-24 are twice as likely to have increased their meat consumption year-on-year than men of all other ages and three times as likely as the general population.

Over 40% of young men eat meat daily, and around the same number are unwilling to cut back. Many of us have accepted the idea that Gen Z are leading the charge when it comes to environmentally conscious eating, but the truth is, we’re seeing a growing gender divide, with an increasing number of young men moving in the opposite direction.

When we spoke to young men about the reasons behind this, the impact of social media was undeniable. Since 2022, there's been a clear uptick in figures like Joe Rogan, Jordan Peterson and Andrew Tate promoting ‘carnivore diets,’ declaring benefits like better mental clarity and a greater connection with nature.

Alongside the Liver King, the British ex-bodybuilder Eddie Abbew was cited by many as a key influence. Like Johnson, Abbew advocates for an extreme diet. And though both Abbew and Johnson have built followings by promoting extreme protein for seemingly unattainable physiques, they’ve both been exposed for using steroids – undermining their claims of ‘natural’ results.

It’s clear that these figures wield enormous influence, and that their endorsements are frequently interwoven with misinformation – both on health and climate. In a 2025 Joe Rogan Experience podcast featuring Elon Musk, the pair discussed climate change, asserting that meat consumption was ‘irrelevant’ without providing scientific evidence. That podcast alone garnered 19 million views on YouTube.

What can the industry do?

If we’re to tackle this problem and encourage young men to eat less meat and more plants, we need realistic, evidence-based approaches that meet them where they are. That means creating products, campaigns and messages that speak directly to their needs, motivations and barriers. Products and packaging should appeal to young men without hitting them over the head with environmental messaging. We need to show how plant-forward diets can support health and fitness, and educate young men on protein sources.

Take Huel, who have made plant-based performance their trademark with high-protein, ‘complete nutrition’ products that address muscle and fitness, not environmental concerns, and are accessibly priced at £3.25 a meal. Or Heura, the Spanish market leader for plant-based meat, who market their products as ‘the protein of the future’ – tapping into many young men’s desires to be tech-savvy trend spotters.

Using trusted messengers is also key. In 2020, Quorn teamed up with Liverpool FC, becoming their Official Sustainable Protein Partner, to encourage fans – especially young men – to consider cutting back on meat. They made vegetarian and vegan options more available at Anfield, and focussed on making those choices feel desirable. This was followed by the 2021 ‘Meat-Free Match Days’ campaign, which included meat-free pies and endorsements from players. Quorn's research showed that 74% of fans were interested in sustainable food at games, and 56% were already eating less meat.

Shifting the narrative

Back to the documentary. A surprisingly tender moment shows Johnson, chastised, reflecting on his decision to take steroids. He admits he always struggled with self-esteem, feeling ‘powerless’ before he bulked up. Johnson's vulnerability mirrors the struggles many young men are facing at a time when it can feel harder than ever to be young and male. In a society that fails to openly discuss health, fitness, positive masculinity and diet, charlatans step in to fill the void.

The rise of the ‘manosphere’ has brought many issues, but this intense focus on meat as masculinity risks both men’s health and our climate. If this trend is a sign we're going backwards, then the food industry, government and charities need to act with urgency. We need to shift the narrative to move plant-forward eating away from an ideological battleground into a natural, positive choice.