If you’re selling to the carnivore or ketovore community, let’s make one thing clear: you’re not dealing with typical customers. These aren’t people who casually pick up the latest health trend. The majority of carnivores and ketovores have been through the wringer, having tried countless other diets with little to no success. They’ve struggled with everything from weight gain to chronic illness, and for many of them, switching to this diet wasn’t just a choice — it was a leap of faith.
And yet, they’re not followers. They’re researchers. They don’t blindly accept the claims thrown at them by big food companies. Instead, they spend hours educating themselves, diving deep into studies, questioning the status quo, and ultimately deciding to take control of their health.
That means as a business owner, you can’t just throw a “grass-fed” label on your product and hope for the best. You need to understand who these people are, why they chose this diet, and what they care about most. Only then can you truly market your products in a way that resonates.
Let’s take a closer look at what carnivore and ketovore customers really want — and how you can meet their evolving needs.
1. Who Are Carnivore and Ketovore Customers?
A Leap of Faith — Grounded in Research
Imagine someone who’s spent years suffering from debilitating chronic pain or autoimmune conditions. They’ve tried everything: veganism, paleo, keto, supplements, exercise programs — the works. And yet, none of it truly worked. Now picture this person taking the bold step to start a carnivore or ketovore diet — a diet that goes against everything mainstream health advice tells them.
That’s who you’re dealing with.
Most carnivores and ketovores came to this way of eating after trying every other option. For some, it was the only thing that finally allowed them to manage their autoimmune diseases. For others, it brought clarity, lifted depression, and got rid of nagging, chronic ailments. This makes them incredibly open-minded, but also inquisitive. They don’t just follow fads — they’ve studied their way into this lifestyle.
They’ll research your product, too. They’ll ask tough questions: Where is this meat sourced from? Are there fillers in this sausage? What are the long-term health benefits of your jerky versus something made at home?
Marketing Takeaway: Your customer wants transparency. Tell them everything about your product: where it comes from, what it contains, and why it’s good for them. Don’t shy away from sharing the science behind the benefits of your products. If they trust you, they’ll reward you with loyalty.
2. Health-Driven, Not Trend-Driven
It’s About Healing, Not Just Losing Weight
Let’s get one thing straight: the carnivore diet is not just about fat loss. Sure, many people who come to the carnivore or ketovore lifestyle are looking to shed pounds, but for the majority, it’s about healing. Whether it’s mental health, autoimmune issues, or chronic inflammation, these people have seen other methods fail, and they’ve turned to carnivore for something deeper: relief and recovery.
Carnivores who have been on the diet for a while see rapid improvements in their health. Their joint pain disappears, their energy levels rise, and their mental clarity sharpens. So when they buy a product, they’re not just looking at calories or macros — they’re looking at the long-term health benefits.
For example, when they buy bacon or sausages, they aren’t just scanning for high protein content. They’re searching for something more — products free from preservatives, chemicals, and additives. As they continue with the diet, they tend to evolve into what we call “clean eaters,” seeking out products with only the purest ingredients: meat, fat, and salt.
Marketing Takeaway: Highlight the health benefits. Don’t just focus on fat loss or fitness. If your product is free of additives, say so. If it’s preservative-free, lead with that. Remember, the people you’re marketing to aren’t interested in quick fixes — they’re in it for long-term health.
3. Community Is Everything
Helping Newcomers Thrive
One of the most beautiful things about the carnivore and ketovore community is how open and helpful they are. It’s a tight-knit group that genuinely wants to see others succeed. This is not an elitist club, and it’s not about shaming people into following the “one right way.” Instead, experienced carnivores are always ready to share their knowledge, tips, and experiences with newcomers.
Why? Because they’ve been there. They know the struggles of switching to a diet that society often views as extreme. They know the confusion of trying to figure out what foods work best and how to adjust to this lifestyle. When someone new comes along, the community rallies around them to help — whether it’s managing the “keto flu” or recommending their favorite bacon source.
Marketing Takeaway: As a business, you have an incredible opportunity to become a trusted resource. Create content that educates and supports your customers. Blog posts, FAQs, and social media guides are fantastic tools to help newcomers adjust to the diet while showcasing your products as solutions to their everyday needs. When you position yourself as a partner in their journey, you build trust that lasts.
4. The Science Behind the Diet Matters
These Customers Don’t Fall for Fads
Carnivores and ketovores are among the most scientifically engaged eaters out there. They don’t care about marketing gimmicks or trendy buzzwords like “low-fat” or “superfood.” If you’re trying to sell to this audience, you better know your science. These customers are acutely aware of the nutritional benefits of meat, animal fats, and the importance of cutting out processed foods.
On top of that, they’re also aware of the broader political and corporate influences that have demonized red meat for years. Many in this community believe that major food companies and even some researchers have downplayed the benefits of red meat to push highly processed, addictive, and profitable alternatives.
They’ve seen through the smoke and mirrors and now prefer to trust businesses that align with their values. These customers want to see real data and solid evidence. If you can back up your claims with science, you’ll win them over.
Marketing Takeaway: Be transparent, and if possible, back your products with data. Don’t shy away from scientific language or health claims, but be prepared to support them with real evidence. You might also want to partner with doctors or experts in the field to build your credibility further. The more knowledgeable your customer base, the more they’ll appreciate your depth of understanding.
5. Simplicity and Purity Are Priorities
The Cleaner, The Better
The longer someone follows the carnivore or ketovore diet, the more selective they become with their food choices. Early on, many carnivores may still consume processed meats, but as they become more knowledgeable, they seek out products that are as close to nature as possible. For them, cleaner is better.
They’ll start to look for sausages made without fillers, bacon cured without nitrates, and jerky with minimal seasoning. The “less is more” philosophy dominates their buying decisions, and they value companies that respect that simplicity.
Marketing Takeaway: If your product is free of preservatives or made with minimal ingredients, make that your headline. “Just meat, fat, and salt” should be something you shout from the rooftops. The carnivore community wants to trust that what they’re consuming is as pure as possible, and they’ll reward transparency with loyalty.
6. A Growing Trend Towards Sustainability
Supporting Local, Grass-Fed, and Regenerative Farming
As carnivores and ketovores become more established in the diet, they don’t just focus on their own health — they start thinking about the health of the planet. Increasingly, followers of this diet are advocates for regenerative agriculture, grass-fed farming, and ethical sourcing.
They want to support businesses that align with their values of sustainability. Many prefer to buy from small, local farms that use responsible farming practices. Whether it’s grass-fed beef, pasture-raised pork, or regeneratively farmed meats, this community is passionate about the ethics of their food.
Marketing Takeaway: If your business partners with local farmers or practices sustainable agriculture, this is a huge selling point. Highlight your commitment to ethical sourcing. Transparency in how animals are raised and where they come from will build trust with your audience. Sharing the story behind your products can create an emotional connection that drives long-term loyalty.
7. Looking for Innovation and Customization
Carnivore Snacks, Organ Meats, and Nose-to-Tail Eating
While the carnivore diet may seem restrictive, the truth is that this community embraces innovation. As followers dive deeper into the diet, they seek new ways to get the most nutrients from their food. Nose-to-tail eating, where nothing goes to waste and organ meats are prized, is becoming a growing trend. Products like liver pâté, bone broths, and tallow-based snacks are in high demand.
Additionally, carnivores and ketovores are always on the lookout for convenient, clean snack options. As more people adopt the diet, the demand for products like jerky, pork rinds, and high-fat snacks tailored to ketovores is on the rise.
Marketing Takeaway: Stay ahead of the curve by offering innovative, nutrient-dense products. Carnivores and ketovores are open to trying new things, especially when it comes to convenience without sacrificing quality. Consider expanding your product line to include organ meats, bone broths, or snacks that are not only easy to consume but also packed with the essential nutrients they value. Offering customization options, like build-your-own meat boxes or sourcing specific cuts, will also resonate with those seeking personalized solutions for their lifestyle.
Final Thoughts: How to Win Over Carnivore and Ketovore Customers
Selling to the carnivore and ketovore community requires more than just good marketing — it requires a deep understanding of their values and the unique journey they’re on. These customers are health-driven, informed, and passionate about the long-term benefits of their lifestyle. They want transparency, simplicity, and a strong connection to the source of their food. They’re also incredibly loyal to brands that align with their values and help them continue their health journey.
To win them over, you need to:
- Be Transparent: Clearly communicate what’s in your products, where they come from, and why they’re better.
- Focus on Health Benefits: Highlight how your products support healing, energy, mental clarity, and long-term well-being, not just weight loss.
- Emphasize Simplicity: Lead with the purity of your ingredients, and make it easy for customers to trust what they’re consuming.
- Support Education: Create content that helps newcomers and experienced carnivores alike understand the benefits of your products.
- Showcase Sustainability: If you work with local or regenerative farms, tell that story — it’s something the community deeply values.
- Innovate: Keep up with trends in organ meats, bone broths, raw milk and other nutrient-dense foods. Offering unique and customized solutions will set you apart.
This is more than a niche market — it’s a movement. The carnivore and ketovore community is growing, and as more people discover the health benefits, the demand for high-quality, clean, and sustainable products will only increase. If you position your brand as a trusted partner in their journey, you’ll build a customer base that’s loyal, engaged, and eager to share your products with others.
So, ask yourself: Is your business ready to meet the evolving needs of this unique and fast-growing community?
