If you haven't heard of it yet, let us introduce you to the new and rapidly growing consumer trend: the carnivore diet. Also known as the meat-only diet, the carnivore diet has become increasingly popular. But what is it?
What is the Carnivore Diet?
The carnivore diet consists 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. It excludes all other foods, including fruits, vegetables, legumes, grains, nuts, and seeds.
Read more: The new industry term open-omnivore
Why has the carnivore diet become so popular?
Plant-based diets have been in the news a lot in recent years, so the carnivore diet comes as a contrast almost out of nowhere.
Behind its success - or at least one of its factors - is the rise of celebrity influencers who have adopted the diet and extolled its virtues on social media. Podcaster Joe Rogan in particular has been vocal in his support of the diet.
"The growing popularity of the carnivore diet can largely be attributed to the powerful influence of social media, particularly platforms like TikTok, where trends can spread quickly and content creators can more easily engage with controversial or extreme views on nutrition," Kyle Crowley, a nutritionist at protein brand Protein Works, told FoodNavigator.
And what does social media call these influencers? 'Meatfluencers', of course. And so great is their power, that Google search volume for the carnivore diet has increased by 87% in the past year.
"The rise of 'meat influencers' promoting this diet by showcasing personal success stories - such as significant muscle gains, improved energy levels, and enhanced mental clarity - has created a strong community around the diet," Crowley said.
The fact that social media is credited with driving the rise and growth of the carnivore diet likely also explains why it is so popular among younger generations, especially millennials and Gen Z, who are very active on social media platforms.
"This demographic tends to be more experimental with diets and wellness trends, driven by a desire for quick results and the influence of online communities," Crowley explains. "But it's also gaining popularity among middle-aged adults, particularly those looking to address weight management or chronic health issues through diet."
And speaking of weight, it seems that consumers have also started following this diet because they are looking for an easier way to lose weight.
"The simplicity of the diet, which doesn't require counting calories or macros, appeals to people looking for a simple approach to eating," says Crowley. "The current cultural shift toward 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 welcome news for the meat industry, which is facing mounting challenges and growing opposition from environmentalists and animal rights activists. But will it last?
Is the Carnivore Diet Just a Fad?
As with all food trends, it's likely that the carnivore diet will continue to rise in popularity before it reaches a plateau. However, with continued support from household names on social media, and its association with weight loss, it's likely to remain popular.
According to Statista, the global meat industry turnover will grow to USD 1.965 billion by the end of the decade, indicating the strength of the sector as a whole.
However, there are concerns among nutritionists and health experts that a carnivore diet, or a meat-only diet, may be harmful to health.
What are the disadvantages of a carnivore diet (only meat)?
The extreme nature of the carnivore diet, which cuts out entire food groups, has led to concerns that it could increase the risk of malnutrition among its adherents.
"The all-meat diet is generally considered extreme because of its highly restrictive nature," says Crowley. "By eliminating all plant foods, adherents of the diet miss out on essential nutrients found in fruits, vegetables, grains, and legumes, leading to potential nutritional deficiencies and other health risks."
High-protein diets have also been linked to cardiovascular problems and neurological disorders, and the lack of dietary fiber can affect gut health. Given these potential health implications, it is recommended that people seek advice before attempting the carnivore diet themselves.
"Diets should be tailored to individual needs and it is essential to do thorough research or consult a healthcare provider before starting any new diet," says Crowley.
But despite this, the carnivore diet continues to grow in popularity. So what opportunities does this create for food and beverage manufacturers?
What opportunities does the carnivore (meat only) diet offer manufacturers?
The rise of the carnivore, or meat, diet is creating huge growth opportunities for animal-based food and beverage brands. In recent years, consumers have increasingly switched to plant-based diets, so the rise of this very different trend shows that not only may the plant-based trend be slowing down, but that many consumers still love and prefer animal products.
And brands can capitalize on this by promoting the consumption of their products as part of the carnivore diet. However, addressing the issues that many still have with animal products, such as the impact on the environment, could also help to further convince consumers.
Innovation in the meat industry
While innovation in the food and beverage sector has shown a downward trend in recent years, this is somewhat different for meat and fish producers.
In particular, the meat industry's focus on cultured meat to address supply issues has proven hugely popular, sparking interest across the food production world. Similarly, the fishing industry has invested heavily in aquaculture to address supply and environmental concerns.