Over 40% of men say they are interested in a vegan diet, research reveals

According to research by The Vegan Society announced today, encouragingly 41% of non-vegan men in the UK have expressed an interest in going vegan or have said they are planning to go vegan in the future. This is more concentrated in younger age groups, with those aged 25-34 more likely to say they have some interest in adopting a vegan diet. Although veganism has gained in popularity in the last decade specifically, of the UK vegan population only around an estimated 37% are men.



The research also revealed that many non-vegan men said they were unwilling to give up eating meat as their reason for not adopting a vegan diet. There is some evidence that consuming meat is still perceived by many as linked to masculinity. This notion is still prevalent in the cultural debate on conceptions of traditional masculinity as meat has come to be associated with strength, high performance and dominance over other species.


Vegan and Thriving, The Vegan Society’s health campaign, is launching during World Vegan Month this year with a short film and several interviews, hearing directly from vegan men who will share their journey and how it relates to their masculinity, challenging stereotypes and sparking an important conversation about positive versions of masculinity.


The survey also showed that 30% of non-vegan men cited health and nutrition as a barrier to going vegan, with specific concerns over nutritional deficiencies, lack of energy, or an impact on their long-term health. In response, Vegan and Thriving shows that an active and healthy lifestyle can be fueled on a vegan diet and offers an abundance of resources and key information from health professionals and The Vegan Society’s in-house dietitian, as well as a variety of balanced recipes to support people on their vegan journey.


Hannah Montgomery, Campaigns Manager at The Vegan Society, comments: “It’s really encouraging to learn that a significant proportion of men are interested to going vegan, but we are aware there is still work to be done, not only to support the general public in adopting a healthy vegan lifestyle, but particularly men who are exposed to the pressures of traditional masculinity. Our campaign, Vegan and Thriving, aims to dismantle any negative views when it comes to veganism and masculinity – showing that veganism can be a form of strength and compassion and that anyone can be vegan and thrive.


“We also have a variety of resources to help those looking to become vegan – with stories from a diverse range of people, healthy recipes and support from several dietitians covering topics from key macronutrients and ‘superhero’ vegan ingredients to help fuel an active lifestyle to supporting optimal athletic performance and supplements required when exercising.”


For more information, recipes and resources, visit The Vegan Society’s Vegan and Thriving pages: www.vegansociety.com/vegan-thriving