The U.S. vegan food market is valued at approximately USD 10.5 to 11 billion as of 2023, with the meat-free segment accounting for USD 1.4 to 2.33 billion and dairy alternatives reaching USD 2.6 to 2.8 billion. The market is projected to grow significantly, with a compound annual growth rate (CAGR) of 12%, through 2030.
Our figures are based on analysis from four different market research reports. As the figures across the four reports are all quite similar, we are reasonably confident in our estimate of the market size and growth rates. A detailed description of our analysis methods are below.
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Market Size and Growth Trends
The size of the vegan population in the U.S. is significant, and it’s growing fast. According to the latest data, approximately 9.8 to 10 million Americans identify as vegan in 2023, representing 12.27% of the population. This marks a noticeable rise compared to the 290,000 Americans who followed vegan diets in 2004.
Growth trend: The vegan population has been growing steadily at a rate of 10.15% to 14.3% annually.
Projections by 2030: By 2030, the vegan population is expected to surpass 12 million people (10-14% of the U.S. population), indicating continuous upward trends as plant-based lifestyles become more popular and accessible.
This rise reflects a deeper cultural shift, where more Americans are reconsidering the ethical and environmental impact of their food choices.
Vegan Food Market in the U.S.
The vegan food industry is thriving, with substantial growth across various categories:
- Total market value: In 2023, the vegan food market is valued at approximately $10.5 billion to $11 billion, showing a clear upward trend.
- Growth trend: The market is expanding by 6% to 14.3% annually.
Meat-Free Market
- 2023 market size: $1.4 billion to $2.33 billion
The meat-free segment has grown significantly, as more Americans opt for plant-based meat alternatives like Beyond Meat and Impossible Foods.
Dairy Alternatives Market
- 2023 market size: $2.6 billion to $2.8 billion
Plant-based dairy alternatives, such as almond, oat, and soy milk, continue to dominate consumer choices. The demand for dairy-free products is only expected to rise in the coming years.
Distribution Channels
The distribution of vegan products is split across both online and in-store sales, with the following highlights:
- Online sales: A growing share of vegan product sales is moving online, as more consumers shop from e-commerce platforms.
- On-site sales: Despite the rise in online shopping, over 80% of vegan food purchases still occur in traditional grocery stores and supermarkets. This shows the importance of brick-and-mortar retailers in the accessibility of vegan options.
US Vegan Restaurant Statistics
Although it may have seemed impossible just 10 years ago, vegan restaurants and takeaways are now performing exceedingly well across the US and the rest of the world.
The restaurant industry is evolving to cater to vegan consumers. As of 2023:
- Over 30,000 vegan and vegan-friendly restaurants are listed on platforms like HappyCow.
- Vegan options are expanding rapidly in both fast food chains and upscale dining establishments. The vegan restaurant sector continues to grow, reflecting broader shifts in consumer preferences.
Consumer Insights
Health as a Primary Driver
- For most consumers, the primary motivation to adopt a vegan diet is health. Plant-based diets are associated with lower cholesterol, better heart health, and overall well-being.
Environmental and Ethical Concerns
- A significant portion of consumers are motivated by concerns for the environment and animal welfare. Reducing carbon footprints and avoiding animal cruelty are common reasons why consumers transition to veganism.
Growth of Flexitarianism
- The rise of flexitarianism—a diet that focuses on reducing meat consumption without fully eliminating it—has contributed to the growth of plant-based product consumption. This demographic often serves as an entry point to a fully vegan lifestyle.
Variables Influencing Veganism’s Growth
Regional and Geographic Distribution
- Veganism tends to be more prevalent in urban areas, with cities like New York, Los Angeles, and Portland leading the trend. In contrast, rural areas have lower adoption rates, partially due to limited access to vegan products.
Socioeconomic Factors
- Income levels play a critical role in access to vegan products. Higher-income households are more likely to afford premium plant-based alternatives, whereas lower-income communities, especially those in food deserts, may struggle to access fresh produce and vegan-friendly options.
Challenges and Criticisms of Veganism
Despite its growth, veganism faces criticisms, particularly around issues such as:
- Higher costs: Vegan products often come at a premium, making the lifestyle inaccessible for some.
- Food deserts: Limited access to fresh produce and plant-based foods in certain areas restricts adoption.
- Nutritional concerns: Critics argue that without proper planning, a vegan diet can lead to nutrient deficiencies.
Top Vegan Food Trends in America
Keep an eye out for the following vegan foods to increase drastically in popularity over the coming year:
The 5:2 Veg Diet
While it’s not a 100% vegan approach, the growth of Americans implementing five days of vegetables only and just two days a week where they consume meat is a happy statistic
Much research over recent years has revealed that the Veganuary movement, an annual challenge that promotes and aims to educate consumers about veganism by encouraging people to cut out meat-based products for the first month of the year, sees many people sticking to their new diets for the remaining 11.
Vegan Chocolate
The concept of vegan chocolate is certainly not a new one, but there hasn’t been much of a variety for us to choose from over the years. This is already changing and is set to do so even more in the near future, with highlights including Cocomels, Hu, Nutiva®, Panda Chocolate, and Raaka.
Vegan Eggs
Not only are vegan eggs now available, but they’re also far better for the environment than those laid by chickens! For example, JUST has a mung bean, plant-based egg option that needs 83% less land and as much as 98% less water to produce. And the process additionally emits 93% less carbon dioxide than farming our fine feathered friends does.
Vegan eggs are incredibly versatile and you can take advantage of their cholesterol-free advantages in a range of different dishes, including eggs benedict, egg salad sandwiches, omelettes, quiche, and scrambled egg.
Last year, the Bay Area-based brand JUST reported its acquisition of multiple global partnerships in not only North America but East Asia, Europe, and Latin America as well. The firm partnered with Sodexo, the worldwide food service company, in February 2021. This corporation serves 13 000 locations across the United States, including canteens in many colleges and workplaces.
Better Vegan Fast Food Options
Impossible Foods and Beyond Meat are now available in thousands of locations across the United States of America, including Fatburger and Taco Bell. The fact that people following plant-based diets don’t have to do without, or settle for much less desirable items, anymore is certainly going to affect how many people adopt veganism.
Improvements in Plant-Based Meats
As much as American vegans have fully embraced the increase in the availability of great-tasting plant-based meat recently, many have raised concerns about this product as well. This is because this option is not as healthy as it can be due to high oil, salt, and saturated fat contents.
But Forbes has reported that the industry is aware of these issues and is at work resolving them. The results are pretty good so far, with items like vegan nuggets from Nowadays and a burger featuring 35% less fat from Beyond Meat hitting our stores across the country.
A Rise In Mycoprotiens
Mycoproteins are fibrins made from fungus that occur naturally. These are then fermented and can be turned into a scrumptious substance with a thick, malleable consistency and a texture much like meat.
The rich nutritional profile mycoproteins boast means we’ll be seeing much more of them this year and the fact that producing them doesn’t cost an arm and a leg and does not wreak havoc on the environment are the cherries on top.
Potato Milk
Along with being baked, boiled, mashed, fried, and even turned into vodka, potatoes are on the rise in terms of their milk-producing capabilities, too. Potato milk is low in saturated fat and sugar and gets made using a patented method wherein the vegetables and rapeseed oil are blended and emulsified. Look out for it in coffee shops across the USA soon!
Conclusion
The vegan movement in the U.S. is gaining unprecedented momentum. With millions of Americans already committed to a vegan lifestyle, and many more reducing their meat and dairy consumption, the growth projections are clear. The plant-based food market is expanding rapidly, supported by shifts in consumer behavior driven by health, ethics, and environmental concerns.
References and Data Sources
To gain a complete understanding of the global vegan market in US, we’ve analyzed data from different market research reports. Our top picks are below.
| Veganism in US | Statista | Media Market US | Good Food Institute | Strategic Market Research | Overall |
| Market Size (how many vegans) |
9.8m (2023)% | 10m ppl in 2019, 2% of Americans |
9.6m (2022) | 9.7m Americans 2023 | 10m ppl |
| Growth Trend No Vegans | 14.30% | 8.20% | 14.30% | 12% | 12.27% |
| Vegan Food Statistics Total (2023) | N/A | $7 billion (2020)- $10.5billion (2023calculated) |
$8.1 billion (2023) | $11 billion(2023) | $9.87 billion |
| Growth Trend Market Size | 14.30% | 6% | 12% | 10.15% | |
| Meet free market | $2.33 billion (2023) | $1.4 billion (2020) | $1.4 billion (2023) | $1.7 billion | |
| Dairy Alternatives Market Size | $2.7 billion(2023) | $2.5 billion (2020) | $2.6 billion (2023) | $2.8 billion | $2.7 billion |
Understanding the market’s direction can be challenging based on these estimates. However, we are reasonably confident in our projections. We encourage you to critically assess the data and consider various perspectives to form your own insights into the future of the vegan market in US
Nathan has always been captivated by numbers and patterns. With a Master’s degree in Statistics, he’s honed his skills to decipher complex data sets and discern market trends.
Over the past decade, Nathan has worked with various firms compiling and analyzing industry spending figures to forecast market movements.