Going vegan is a sign of men hitting midlife crisis, according to new research.
The study of 3,000 people by Bupa Health Clinics, says hitting the start of a new decade - like 40 or 50 - can drive people into crisis, inspiring them to make big health changes like ditching alcohol, signing up for sporting events, or going for a full health MOT - though 25 percent relapsed within 12 months. Around five percent maintained the changed for eight years or more.
Nearly a quarter (24 percent) of respondents in Bupa's survey reacted to their midlife crisis by going vegan. This is the wording used by Bupa itself, which did not differentiate between a plant-based diet and moral veganism.
French chef - and owner of Gauthier Soho - Alex Gauthier is one of the men who ditched animal products as a result of his midlife crisis. Speaking about his experience, the traditionally-trained French chef said he used to cook a lot of meat, fish, and dishes like foie gras.
"Until the day I realized it wasn't for me anymore," he added. "I'm trying to rethink my entire food knowledge and re-write all the rules of cooking and eating with a vegan perspective.
"It's really exciting, and a bit of a midlife crisis I guess. Some people buy a brand new Harley Davidson. I didn't do that - I just went vegan."
Jake Williams, Lifestyle Health Adviser at Bupa Health Clinics: "Entering a new decade is one of many triggers that can prompt us to think about our health.
"In our clinics, we often see customers coming in for a general health check shortly before, or after turning, an age ending with a zero.
"While taking stock of our health is something to be embraced and encouraged, it's important we don't ignore our health for the other nine years."