Young men's high meat consumption linked to social media fitness trends, Helsinki youth say

Young men in Finland are consuming red meat and processed meats at rates far exceeding health recommendations, according to a nutrition study by the National Institute for Health and Welfare (THL). Nearly nine out of ten Finnish boys eat more red meat than advised, and 34% of girls also exceed the guidelines.

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Many influencers go to the gym and publish content where food is prominently featured. Gym training requires protein, and the message is that you get it from meat. You don't really hear any other talk.

In Helsinki, young adults observe this trend and link it to the pervasive influence of social media platforms like TikTok and Instagram. They note that many fitness influencers showcase meals rich in meat, promoting it as essential for muscle building and protein intake. "Many influencers go to the gym and publish content where food is prominently featured. Gym training requires protein, and the message is that you get it from meat. You don't really hear any other talk," says 19-year-old Aro Jamshidi.

This social media-driven narrative appears to be shaping perceptions, with meat consumption sometimes viewed as a marker of success or well-being. "It's thought that if a man eats meat, he's doing well in life anyway. I've heard the saying that a steak and avocado is a sign of wealth," Jamshidi adds with a laugh.

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It feels like you can't really avoid it. And yes, I've noticed that many boys eat far too much red meat.

While young adults are aware of the ethical and environmental concerns surrounding meat production, the social aspect seems to be a significant driver. "It feels like you can't really avoid it. And yes, I've noticed that many boys eat far too much red meat," says 19-year-old Mariya Tyvonyuk, who aims to eat more plant-based meals and considers health and climate perspectives.

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It's thought that if a man eats meat, he's doing well in life anyway. I've heard the saying that a steak and avocado is a sign of wealth.

Even those who don't identify as heavy meat-eaters, like Jamshidi who prefers chicken, acknowledge the trend. He notes that while social media and gym culture play a role, he also believes boys might be pickier eaters than girls, contributing to their preference for meat. "Boys eat a lot of meat. A large part of the phenomenon comes from social media and gym hobbies, but I think boys are also pickier than girls," comments 21-year-old Iida-Maria Tuominen.

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Boys eat a lot of meat. A large part of the phenomenon comes from social media and gym hobbies, but I think boys are also pickier than girls.