Hubbub’s High Steaks report reveals that this group is more than twice as likely as older men to say they’re eating more meat year-on-year, and nearly 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.
This matters. Not only because the Climate Change Committee recommends we reduce meat consumption by two kebabs a week on average but because young men are forming habits that affect both their health and the planet for life.
What’s going on?
The reasons are complex - but they matter for anyone working on sustainable diets.
- Masculinity and identity: Meat is often a marker of strength, power, and belonging. Online influencers and fitness figures reinforce the idea that eating large amounts of meat is key to achieving your goals.
- Protein pressure: Many young men are chasing high protein targets and believe meat is the only way to get there.
- Cost and convenience: Meat is seen as filling, familiar, and easy to cook.
- Misinformation: The rise of ‘carnivore diets’, viral podcasts downplaying the climate impact of meat, and fitness content peddling protein myths make it harder to separate fact from fiction.
What can we do?
If we want to support young men to eat less and better meat, we need to meet them where they are.
Speak to their aspirations - For many, this means health, strength, fitness gains, and saving money. Show that eating differently isn’t about sacrifice; it’s about unlocking potential. Brands like Huel have tapped into this mindset - leading with ambition, not guilt.
Use trusted messengers - Sports stars, fitness influencers, and mates matter. Linking plant-forward eating to the things young men care about most can open doors to change.
Make plant-rich options the easy choice - If it’s not visible, familiar, and tempting, it won’t get picked. Think gyms, sports venues, takeaways—places where young men eat. Levy’s 50:50 burger, blending beef with mushrooms and beans, shows how small shifts in the default can make a big difference—without needing to wave a ‘vegan’ flag.
We can learn from other sectors too. Take Guinness Zero - ubiquitous, easy to order, and nobody bats an eyelid if you’re drinking one in the pub. Better choices become habits when they feel effortless.
A challenge for the sector
If we want a food system that works for everyone, we need to consider who might be missing from the conversation. Right now, it’s young men.
So here’s the question for businesses, campaigners, and policymakers:
What are you doing to make sure your interventions work for young men?
Read the full High Steaks report here.
