Topic: Veganism and vegetarianism in the U.S. (2024)

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Vegan and vegetarian products are not exclusively for those who follow these diets. For instance, meat substitutes producers target meat consumers with products that imitate the original taste and texture of meat products. The United States is one of the most developed markets for vegan and vegetarian meat substitutes. While the global per-capita consumption is only just beginning to take off, the U.S. consumption of meat substitutes is far ahead of the global average. In the vegan food products market, meat substitutes, despite the attention given to them in the press, are only the second biggest item. The U.S. market for milk substitutes is 1.27 billion U.S. dollars larger than the one for meat substitutes.

Vegans and vegetarians

In the United States, roughly five percent of the population is vegetarian. This is about the same level as in other Western countries such as Germany. This does not include the number of pescetarians, who add fish to an otherwise vegetarian diet. About four percent of the U.S. population follows a vegan diet. It is noteworthy that the number of vegans is so small, that surveys have a hard time clearly showing how many vegans there are. Even slight deviations can result in the share of vegans being halved or doubled. Among younger consumers, both veganism and vegetarianism are more widespread than among older consumers.

Consumer motivations

Animal welfare influences the purchase decisions of Americans. Close to half of U.S. consumers stated that if a food product is produced with animal welfare in mind, it influences their purchase decision. However, the leading reason to follow any diet or eating pattern in the U.S. is the protection of one's health. Health benefits are also the leading reason for consumers to eat meat substitutes. Vegetarians, whether former or current, also name this more often than other reasons as an explanation of why they are or were following a vegetarian diet. Among those who are not vegetarians, health benefits are seen as the most compelling reason to become vegetarian.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.

Published by Statista Research Department, Dec 18, 2023

Key insights

Meat substitute market size in the U.S.: 2.33bn USD

Detailed statistics

Meat substitute revenue in North America 2018-2028, by country

Milk substitute market size in the U.S.: 3.6bn USD

Detailed statistics

Milk substitute market revenue in the U.S. 2018-2028

Share of U.S. consumers that follow a meat-free diet: 14%

Detailed statistics

Share of consumers who follow a meat-free diet worldwide in 2023, by select country

Get more insights

Editor’s Picks Current statistics on this topic

Plant-based Food

Global meat substitutes market revenue 2018-2028

Plant-based Food

Dollar sales of plant-based foods market U.S. 2022, by category

Plant-based Food

Global market value of the leading alternative protein firms 2021

Further recommended statistics

Global overview

Premium Statistic Global meat substitutes market revenue 2018-2028
Global meat substitutes market revenue 2018-2028
Market revenue of plant-based meat worldwide from 2018 to 2028 (in billion U.S. dollars)
Premium Statistic Meat substitute revenue worldwide 2023, by country
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Premium Statistic Milk substitute revenue worldwide 2023, by country
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Premium Statistic Share of vegans worldwide in 2023, by select country
Share of vegans worldwide in 2023, by select country
Share of vegans in select countries worldwide in 2023
Premium Statistic Share of vegetarians worldwide in 2023, by select country
Share of vegetarians worldwide in 2023, by select country
Share of vegetarians in select countries worldwide in 2023

U.S. market overview

Premium Statistic Dollar sales of plant-based foods market U.S. 2018-2022
Dollar sales of plant-based foods market U.S. 2018-2022
Value of the plant-based foods market in the United States from 2018 to 2022 (in billion U.S. dollars)
Premium Statistic Dollar sales of plant-based foods market U.S. 2022, by category
Dollar sales of plant-based foods market U.S. 2022, by category
Sales value of the plant-based foods market in the United States in 2022, by category (in million U.S. dollars)
Premium Statistic Plant-based foods market dollar sales growth U.S. 2022, by category
Plant-based foods market dollar sales growth U.S. 2022, by category
Sales value growth of the plant-based foods market in the United States in 2022, by leading category
Premium Statistic U.S. plant-based vs. total food retail sales growth 2019 to 2022
U.S. plant-based vs. total food retail sales growth 2019 to 2022
Sales value growth of plant-based and total food retail in the United States from 2019 to 2022
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Meat alternatives

Premium Statistic Meat substitute revenue in North America 2018-2028, by country
Meat substitute revenue in North America 2018-2028, by country
Meat substitute revenue in North America from 2018 to 2028, by country (in million U.S dollars)
Premium Statistic Revenue growth of meat substitutes in the U.S. 2020-2029
Revenue growth of meat substitutes in the U.S. 2020-2029
Revenue growth of the meat substitutes market in the United States from 2020 to 2029
Premium Statistic Volume of meat substitutes in the U.S. 2018-2028
Volume of meat substitutes in the U.S. 2018-2028
Volume of the meat substitutes market in the United States from 2018 to 2028 (in million kilograms)
Premium Statistic Per-capita consumption of meat substitutes in the U.S. 2018-2028
Per-capita consumption of meat substitutes in the U.S. 2018-2028
Per-capita consumption of meat substitutes in the United States from 2018 to 2028 (in kilograms)
Premium Statistic Consumers' most important reasons for eating meat substitutes in the U.S. in 2021
Consumers' most important reasons for eating meat substitutes in the U.S. in 2021
Consumers' most important reasons for eating meat substitutes in the United States in 2021
Premium Statistic Types of plant-based protein tried by consumers in the last year in the U.S. in 2021
Types of plant-based protein tried by consumers in the last year in the U.S. in 2021
Types of plant-based protein tried by consumers during the last year in the United States in 2021
Basic Statistic Most well-known meat substitute brands in the United States 2023
Most well-known meat substitute brands in the United States 2023
Leading meat substitute brands ranked by brand awareness in the United States in 2023
Premium Statistic Popularity of meat substitute brands in the United States in 2022
Popularity of meat substitute brands in the United States in 2022
When it comes to meat substitutes, which of the following brands do you like?

Milk alternatives

Premium Statistic Milk substitute market revenue in the U.S. 2018-2028
Milk substitute market revenue in the U.S. 2018-2028
Revenue of the milk substitute market in the United States from 2018 to 2028 (in million U.S. dollars)
Premium Statistic Revenue growth of milk substitutes in the U.S. 2020-2029
Revenue growth of milk substitutes in the U.S. 2020-2029
Revenue growth of the milk substitutes market in the United States from 2020 to 2029
Premium Statistic Volume of milk substitutes in the U.S. 2018-2028
Volume of milk substitutes in the U.S. 2018-2028
Volume of the milk substitutes market in the United States from 2018 to 2028 (in million kilograms)
Premium Statistic Per-capita consumption of milk substitutes in the U.S. 2018-2028
Per-capita consumption of milk substitutes in the U.S. 2018-2028
Per-capita consumption of milk substitutes in the United States from 2018 to 2028 (in kilograms)
Premium Statistic Milk substitute sales in the United States by category 2021
Milk substitute sales in the United States by category 2021
Sales value of milk substitutes in the United States in mid 2021, by category (in million U.S. dollars)
Basic Statistic Most well-known milk alternatives brands in the United States 2023
Most well-known milk alternatives brands in the United States 2023
Leading milk alternatives brands ranked by brand awareness in the United States in 2023
Premium Statistic Purchasers of plant-based milk products in the U.S. 2021, by brand
Purchasers of plant-based milk products in the U.S. 2021, by brand
Most purchased plant-based milk brands in the United States in 2021*
Premium Statistic Brand awareness of plant-based milk alternatives among consumers in the U.S. 2021
Brand awareness of plant-based milk alternatives among consumers in the U.S. 2021
Brand awareness of selected leading plant-based brands of milk alternatives among consumers in the United States in 2021*

Veganism and vegetarianism

Premium Statistic Diets and nutrition in the U.S. 2024
Diets and nutrition in the U.S. 2024
Diets and nutrition in the U.S. as of March 2024
Premium Statistic U.S.: Eating habits by gender in 2023
U.S.: Eating habits by gender in 2023
Types of diets followed by adults in the United States in 2023, by gender
Premium Statistic Share of vegetarians in the United States in 2022, by age
Share of vegetarians in the United States in 2022, by age
Do you consider yourself to be a vegetarian?
Premium Statistic Share of vegans in the U.S. 2022, by age group
Share of vegans in the U.S. 2022, by age group
Do you follow vegan nutrition rules?
Premium Statistic Former and current vegetarians' reasons for following this diet in the U.S. 2023
Former and current vegetarians' reasons for following this diet in the U.S. 2023
Which of the following are reasons why you personally were or are a vegetarian?
Premium Statistic Compelling reasons for a vegetarian diet U.S. 2023, by reason
Compelling reasons for a vegetarian diet U.S. 2023, by reason
Which, if any, of the following reasons do you personally find compelling in terms of reasons why you might consider becoming a vegetarian?
Premium Statistic Perception of ethicalness of veganism and vegetarianism in the U.S. in 2021, by diet
Perception of ethicalness of veganism and vegetarianism in the U.S. in 2021, by diet
Perception of ethicalness of veganism and vegetarianism in the United States in 2021, by diet