When I tell people that I’ve never eaten meat, I’m usually met with surprise. A few years ago, this was often followed by friendly curiosity, questions, and eventually praise for my dedication to the plant-based lifestyle. Recently, however, the most popular response seems to be “But… how do you get enough protein?”
This shift seems to be indicative of a wider cultural transition. When I stroll down the aisles of my local supermarket, I’ve noticed a stark decrease in plant-based alternatives. Shelves previously stocked with items advertised as “vegan” or “vegetarian” have suddenly been replaced with a plethora of products labeled “high protein,” which (more often than not) contain dairy, and frequently contain meat. I’ve witnessed a similar discourse online, from numerous TikToks promoting the so-called “carnivore-diet”, to pictures of steak and cottage cheese filling my Pinterest feed.
My belief that veganism is on the swift decline is not based entirely on personal observations. A magnitude of statistics confirms this change. For instance, in the last two years, the number of people identifying as vegan in Europe has dropped by almost 30% with many converting to a “flexitarian” diet. In contrast, the number of US adults attempting to eat more protein rose to 71% in 2024!
So…why is no one vegan anymore?
This shift from plant-obsessed to protein-obsessed can (like many things) be attributed to the larger political climate. The rise of the right-wing in recent years has led many to move away from diets deemed “woke,” instead adopting a mindset that Eve Upton-Clark states “equates strength, masculinity, and national pride with meat consumption.” Protein, which is known for its ability to increase muscle mass, is thus the obvious replacement.
Meat isn’t just about strength; however, it’s also intrinsically economical. A study conducted by the Australian journal Appetite, discovered that men of lower socioeconomic standing were more likely to consume high quantities of meat, something chiefly down to its perceived expense and tradition as a ‘high-status’ food. With living costs on the increase, eating steak for dinner isn’t just about hitting those protein goals; it’s also about proving that you can.
The declining appeal of veganism can also be connected to the rising desire to avoid ultra-processed foods. Those who flocked to vegan meat alternatives in the past for a convenient replacement are now discovering the artificial ingredients (gelling agents, gums, flavorings, and preservatives) that make up products like Beyond Meat and Quorn. As a result, many are instead gravitating to the whole-food originals, like chicken breasts or salmon fillets.
As a lifelong vegetarian, I naturally find this change upsetting. Adopting a plant-based lifestyle is not only great for animal welfare, but it’s also great for the environment. In fact, consuming less meat has actually been proven to decrease both greenhouse gas emissions and global deforestation. And while I avoid meat primarily for ethical reasons, eating less meat has also proven to have significant health benefits. It can help reduce the risk of heart disease, improve gut health, and even protect against certain cancers. It’s always important to remember, however, that a balanced diet, along with other healthy habits like daily movement and a stable sleep schedule, benefits your health the most!
It’s also entirely possible to follow a diet that’s both plant-based and high protein, while still avoiding UPFs. Items such as tofu, lentils, beans, chia seeds, oats, hemp seeds, quinoa (and much more!) can help with this. And in fact, a large portion of the “high-protein” products advertised in supermarkets are actually filled with the emulsifiers, colorings, and preservatives that those shying away from veganism seem so desperate to avoid.
But, before I start to sound like an advertisement, I want to make it clear that I’m not demanding you abstain from meat altogether, and instead adopt a diet consisting wholly of raw vegetables. I don’t believe that diets should be trends (whether they promote veganism, high-protein, high-fiber, low-carb, etc.), as you must eat what aligns best with your health and moral goals. While for me this is vegetarianism, it might not be for you, and that’s totally fine!
All I’m suggesting is that we become more mindful about what we consume. In a world where your diet is both a status symbol and a political statement, I find this to be increasingly essential.