Q: What does the article say?
The article takes findings from our Public Attitudes Survey 2024 and fits them into a divisive “carnivores vs. vegans” narrative. It suggests that because some young people are eating more meat, the movement towards reducing meat consumption is over.
At Eating Better we advocate for more plants and a ‘less and better’ approach to meat and dairy, which means reducing industrially produced meat while supporting farming systems that are better for health, nature, animal welfare, and climate. Trying to pit meat-eaters against vegans sets a tone which allows for no nuance and does not reflect the diversity of diets in the UK. Using inflammatory language that stokes a ‘this or that’ approach to food is hugely unhelpful- especially when alliances like Eating Better demonstrate that multiple perspectives can co-exist within the journey towards healthy and sustainable diets.
Q: What does the long-term data say?
Despite the article’s claims, meat consumption in the UK has been on a consistent downward trend for over a decade. Our 10 Years of Collaborating on Eating Better report shows that:
- Fewer people are eating meat every day, with a steady shift towards flexitarian diets (where people eat meat 1-4 times per week).
- 61% of people are now willing to eat less meat.
- 24% reported reducing their meat consumption in the past year- up from 19% in 2017.
- Furthermore, the National Diet and Nutrition Survey showed between 2008–2009 and 2018–2019, there was a drop of from 103.7 g to 86.3 g per capita per day. This was driven by smaller portion sizes, in line with nutrition guidance.
Q: But isn’t the article right that some Gen Z are eating more meat?
Yes - but that’s only part of the picture. Our survey found that:
- 19% of 18–24-year-olds reported eating more meat than they were a year ago.
- 55% are eating the same amount.
- 16% have reduced their meat consumption.
Two things can be true at once: some young people are eating more meat, but many are also making changes to reduce it. Framing this as a wholesale rejection of meat reduction ignores the fact that dietary shifts happen in multiple directions simultaneously.
There are multiple reasons why some young men in particular may be eating more meat. Research from Hubbub has explored the link between masculinity and meat consumption, showing how cultural expectations around ‘protein’ and ‘strength’ shape eating habits. Marketing also plays a huge role, with fast-food brands and influencers reinforcing the idea that meat equals masculinity. Understanding these social factors is crucial- simplifying the story to “Gen Z is rejecting plant-based diets” misses the bigger picture.
Q: What do young people actually think about meat and sustainability?
This is where the data shows that Gen Z care both about the environment, and their meat consumption:
- 60% of 18-24 year olds are willing to reduce their meat consumption.
- 68% agree that producing and consuming meat and dairy can negatively affect the planet.
This directly contradicts the idea that Gen Z has ‘given up’ on meat reduction. Many young people want to eat more sustainably- but the food system makes it difficult to act on this.
Our food environments still overwhelmingly favour industrially produced meat and dairy. Sustainable and ethical options are often more expensive or harder to access, making it difficult for people, particularly those on lower incomes, to align their diets with their values.
If we want to turn willingness into action, we need policies and market changes that make plant-based and ‘better’ meat and dairy options the easy, affordable, and accessible choice. That’s the conversation we should be having- not trying to pit meat-eaters against vegans.
Q - How have Eating Better responded to this?
We have written to the editor clarifying the stats in the article and also submitted a complaint under the Editors Code. You can find our public letter below.
