by If you haven’t heard of it yet, allow us to introduce the new and rapidly growing consumer trend, the carnivore diet. Also known as the meat-only diet, the carnivore diet is very popular. But what is it?
What is the carnivore diet?
The carnivore diet is one composed of animal products, including meat, fish, eggs, animal fats and small amounts of low-lactose dairy products. It is high in protein and fat, and low in carbohydrates. All other foods are excluded, including fruit, vegetables, legumes, grains, nuts and seeds.
Read more: The new industry term open omnivore
Why is the carnivore diet so popular?
Plant-based has dominated headlines in recent years, so the carnivore diet in contrast is almost out of the blue.
Behind its success – or at least one of the factors – is the increase in famous influencers who adopted the diet and went to social media to extol its virtues. In particular, podcaster Joe Rogan has been vocal in his support for the diet.
“The growth in popularity of the carnivore diet can be largely attributed to the powerful influence of social media, especially platforms like TikTok, where trends can spread quickly and where content creators can better connect to get controversial or extreme views on nutrition,” Kyle Crowley , nutritionist at protein brand, Protein Works, told FoodNavigator.
And what do social media call these influences? ‘Meatfluencers’, of course. And they have such power, that the number of Google searches for the carnivore diet has increased by 87% in the last year.
“The rise of ‘meat influencers’ advocating this diet by showcasing personal success stories – such as significant muscle gains, improved energy levels, and improved mental clarity – have created a strong community around the diet,” he says. Crowley.
Moreover, the fact that social media is credited with the emergence and growth of the carnivore diet probably explains why it is most popular among younger generations, especially, millennials and Gen Z, who is very active on social media platforms.
“This demographic is often more experimental when it comes to diets and fitness trends, driven by a desire for quick results and the influence of online communities,” Crowley explains. “However, it is gaining traction among middle-aged adults, particularly those who are trying to address weight management or chronic health issues through diet.”
And speaking of weight, it seems that the adoption of this diet could lead to consumers looking for a more simplified way to slim down.
“The simplicity of the diet, which eliminates the need to count calories or macros, is attractive to those looking for a simple approach to eating,” says Crowley. “The current cultural shift towards questioning established dietary norms and experimenting with alternative health trends has fueled interest in this unconventional approach to nutrition.”
The unexpected rise in meat consumption will be welcomed by the meat industry, which is facing mounting challenges and opposition from environmentalists and animal rights campaigners. But will it last?
Is the carnivore diet just fad?
As with all food trends, the carnivore diet is likely to continue to grow in popularity, before it plateaus. However, with continued support from high-profile names across social media, and its association with weight loss, it is likely to remain popular.
The global revenue of the meat industry will grow to 1,965 billion USD by the end of the decade, reflecting the strength of the industry as a whole, according to Statista.
However, there is concern among nutritionists and health experts that the carnivore diet, or meat only, may be harmful to health.
What are the disadvantages of the carnivore (meat only) diet?
Due to the extreme nature of the carnivore diet, eliminating entire food groups, there are concerns that it may increase the risk of malnutrition among adopters.
“The meat-only diet is usually considered extreme because of its very restrictive nature,” says Crowley. “By eliminating all plant-based foods, followers of the diet miss out on essential nutrients found in fruits, vegetables, grains and legumes, leading to potential nutritional deficiencies and other health risks.”
Diets high in protein have also been linked to cardiovascular issues and neurological disorders, and a lack of dietary fiber may affect gut health. Given these potential health implications, individuals are advised to seek advice before trying the carnivore diet for themselves.
“Diets should be tailored to the needs of the individual, and it is essential to do thorough research or consult with a healthcare professional before starting any new diet,” says Crowley.
However, despite this, the carnivore diet continues to grow in popularity. So what opportunities does this create for food and drink manufacturers?
What opportunities does the carnivore (meat only) diet bring to manufacturers?
The rise of the carnivore, or meat-only, diet creates huge growth opportunities for animal-based food and drink brands. In recent years there has been an increase in the number of consumers turning to plant-based eating, so the rise of this very different trend not only indicates that the plant-based trend may be least, but many consumers still enjoy and favor animal-based products.
And brands can take advantage of this by promoting the consumption of their products as part of the carnivore diet. However, addressing the issues many still have regarding animal-based products, such as the impact on the environment, may help influence consumers.
Innovation in the meat industry
Although innovation across the food and drink sector has been on the wane in recent years, meat and fish producers are bucking the trend.
In particular, the meat industry’s focus on cultured meat to address supply concerns is popular, and has fueled interest throughout the food manufacturing world. Similarly, the fishing industry has invested heavily in aquaculture to address supply and environmental issues.
