"If I Didn't Do Sports, I Would Definitely Eat Less Meat"-Physical Activity: Enemy or Ally for Healthier Food...

Background: Plant-based diets have been widely recommended as sustainable, ethical, and health-conscious alternatives. However, their adoption remains limited due to nutritional and cultural concerns, which may be reinforced in contexts associated with masculinity. This study aimed to explore (a) whether physical activity represents a barrier to plant-based food choices, and (b) whether beliefs about plant-based diets differ between sedentary and physically active individuals. Methods: A mixed-methods study was conducted, combining focus groups and survey data. Twenty-six Italian volunteers were divided into four groups: (I) physically active omnivores; (II) sedentary omnivores; (III) physically active veg*ans; and (IV) sedentary veg*ans. The discussions focused on protein-rich foods (animal-based vs. plant-based) and addressed nutritional concerns related to athletic performance, as well as attitudes toward plant-based proteins and veg*an individuals. Results: Omnivores-particularly active ones-favored animal-based proteins, perceiving them as more palatable, nutritious, and better suited for physical performance, a view often reinforced by coaches. This group also emphasized sensory pleasure as a barrier to adopting plant-based alternatives. It addressed masculinity-related themes more frequently; moreover, while veg*an participants were more inclined to seek professional advice to ensure a balanced diet, omnivores referred to the traditional Mediterranean diet as their primary source of nutritional guidance. This factor may further hinder openness to plant-based choices. Conclusions: The findings highlight stronger stigma among physically active individuals and suggest the need for interventions that replace the current narrative of plant-based diets as a restrictive or dietetic alternative with one that frames it as compatible with strength, vitality, and overall well-being.