Plant-based retail market overview

The plant-based food industry is evolving

The U.S. plant-based food industry has grown and evolved substantially over the past decade. According to data collected from SPINS, plant-based food sales in the U.S. retail market totalled $3.9 billion in 2017, the year we first started tracking sales data. In 2025, the plant-based retail market was double that size, totaling $7.9 billion.

Innovation and investment have driven growth

Substantial growth in the plant-based food market over the past decade has been driven by products that appeal to mainstream consumers by seeking to replicate the taste, texture, and functionality of conventional animal products. Companies from startups to large food manufacturers have generated that growth through innovation and in plant-based categories. Consumers can now choose from a broad range of plant-based meat, seafood, egg, and dairy products that offer the same experience as conventional options, with new offerings continually entering the market. Many plant-based categories now make up notable shares of their respective overall categories.

Understanding sales trends is a key element of tracking the industry’s progress toward widespread consumer adoption of plant-based foods at the scale needed to realize their real-world environmental, public health, and animal welfare advantages. Every year, GFI tracks key metrics as part of our ongoing work to develop the roadmap for a more sustainable, secure, and just protein supply.

Shifting market dynamics

While progress continues, recent years have been characterized by a more challenging market environment. After a period of rapid growth in the U.S. plant-based retail market from 2019 to 2021, sales moderated in 2022 and declined after 2023, though certain categories experienced growth in 2024 and 2025. In recent years, the plant-based market has been impacted by evolving consumer expectations around taste, price, and health, among other factors. Higher prices and elevated inflation have led to cautious consumer spending, creating headwinds for plant-based categories, which are typically priced at significant premiums compared to their conventional counterparts. Consumers continue to say that gaps in price and taste of plant-based products relative to conventional counterparts are key barriers to choosing these options. The industry still has room to close the gaps on taste and price and to provide a compelling value proposition to consumers, which often centers around health.

Emerging opportunities

Despite recent challenges, the market opportunity for plant-based products remains clear. Continued progress on taste and affordability, alongside broader, more compelling messaging about the benefits of incorporating more plant-based foods into diets, can drive greater consumption among existing consumers and attract new consumers. A growing consumer focus on health and interest in nutrients like protein and fiber provides an opportunity for plant-based products to deliver a unique value proposition. This underscores the opportunity brands and retailers have to improve product and value, while the industry works together to communicate the benefits of plant-based foods.

Note: The data used in this report, unless otherwise noted, is based on SPINS plant-based positioned and/or labeled vegan attribution, with the additional inclusion of plant-based private-label products. Due to the nature of these categories, the presented data may not align with standard SPINS categories. Read more about our methodology. We’ve summarized highlights from the data to help characterize the U.S. retail plant-based food industry. We cover both the plant-based food market as a whole and key plant-based categories like meat and milk.

As a nonprofit—not a trade association or member organization—our research is only possible thanks to our generous donors. If you appreciate what you learn here, please consider supporting our work in conducting research, sharing insights, and engaging with the private sector to catalyze innovation and investment in alternative proteins.

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Plant-based foods are a $7.9 billion market in U.S. retail

Insights released by GFI based on retail sales data commissioned from SPINS show that the 2025 U.S. retail plant-based food market was worth $7.9 billion. Plant-based unit sales were down 3 percent from 2024 and dollars were down 2 percent, both smaller declines than those experienced from 2023 to 2024.

An aerial view of three plates of plant-based food featuring plant-based breaded chicken, a plant-based burger, french fries, and corn on the cob

Summarizing plant-based food market sales data

Plant-based milk and plant-based meat and seafood remain the largest plant-based categories. Performance varied across the multiple categories tracked in this dataset in 2025.

Sales of the largest plant-based categories—plant-based milk and plant-based-meat and seafood—declined in dollar and unit sales in 2025, although certain subcategories and formats grew, as highlighted in the following sections.
Several other plant-based categories experienced dollar and unit sales growth, including: creamer; yogurt; bars; ready-to-drink beverages; tofu, tempeh, and seitan; and baked goods and other desserts.

This table shows dollar and unit sales changes from 2024-2025 for plant-based categories ordered by 2025 dollar sales.

The total retail food and beverage category remained relatively stable in 2025. Unit sales were flat, and dollar sales grew 3 percent, driven by price increases. Conventional meat and seafood unit sales grew only 1 percent, while dollar sales grew 5 percent. Conventional milk unit sales were down 1 percent, and dollar sales were up 2 percent. Several other conventional categories experienced growth, with protein liquids and powders and yogurt leading the way.

Outlook: consumer signals and opportunities

While U.S. retail sales of plant-based foods were down slightly in 2025, it’s clear consumers remain interested in these products. The number of households purchasing plant-based foods–and doing so more than once–remained steady in 2025, according to SPINS. GFI research suggests that a majority of U.S. consumers are open to plant-based meat and dairy.

However, it’s clear that making progress on taste and price and communicating a compelling value proposition is critical to reach these consumers. The market opportunity is significant, and could even expand with current buyers. For example, the average plant-based meat-buying household purchased the category about once a month in 2025; doubling that to twice a month could unlock roughly $1 billion in additional annual sales.

Improving taste: Consumers continue to cite taste as the top factor that would motivate them to purchase a new plant-based meat product, making taste a key lever for retaining and attracting new buyers. Comparing sensory performance to market share for plant-based dairy categories clearly shows that better taste drives better sales. While several plant-based products have performed well in recent sensory tests, the average product still lags conventional counterparts. More innovation and investment are needed to close this gap.
Reducing price gaps: Lower consumer confidence and tariff impacts led to increased consumer concern about spending and challenging pricing dynamics for several plant- and animal-based categories in 2025. While price increases and instability for conventional proteins like beef and eggs have helped reduce price gaps at times, plant-based categories are still priced at a significant premium compared to conventional counterparts in most cases. Consumers who don’t buy plant-based meat cite price as a top barrier, along with taste. Plant-based brands and retailers must make progress on reducing plant-based prices to close gaps.
Reinforcing health: Most consumers who are open to plant-based meat are at least partially motivated by health reasons, although their health goals and the way they look at plant-based meat to support them are diverse. Health is also a top motivator for consumers to choose plant-based milk and other plant-based categories. Today’s plant-based consumer is more health-conscious and spends more on products they see as healthy, which includes plant-based meat. However, opportunities remain to improve product perceptions (for example, with messaging around the protein and fiber benefits).
Enhancing messaging: Today’s plant-based meat and dairy products have already achieved mainstream reach beyond vegetarians and vegans, evidenced by the vast majority of plant-based food-buying households also buying conventional products. However, some consumers say they don’t see a reason to purchase plant-based meat products, or they never think about them. A minority of those surveyed report seeing or hearing much about them recently. This underscores the need for broader and more compelling messaging as well as product availability in retail and foodservice to reach open consumers and keep them coming back.

Overview

According to SPINS, in 2025, total plant-based food dollar sales declined 2 percent and units declined 2 percent, lower declines than last year. Six in 10 U.S. households purchased plant-based foods, and 78 percent of those purchased more than once, similar to the prior year. For comparison, the total food and beverage category was relatively stable in 2025, with dollar growth driven by price increases rather than by unit growth.

This table highlights key 2025 retail sales metrics and purchase dynamics for total plant-based foods.

Distribution losses appeared to drive sales declines in the plant-based foods market. However, both dollar and unit velocities were up overall in both the conventional multi-outlet (MULO) and natural channels, a possible indication of improved assortments. In the conventional multi-outlet (MULO), dollar velocity increased 4 percent, and unit velocity was up 3 percent. In the natural channel, dollar velocity climbed 3 percent, and unit velocity increased 2 percent.

Plant-based food dollar and unit sales in u. S. Retail declined between 2023 and 2025.

Buyer demographics

Certain demographics are more likely to purchase plant-based products than others. Similar to the previous year, compared to the average household, plant-based households in 2025 were more likely to be:

Young millennials/couples: Those aged 35-44 overindex on plant-based food spend
Affluent households: Households with incomes over $100K have a higher propensity to purchase plant-based categories
Highly educated: Post-college-educated households overindex on plant-based foods spend

Price gap

Despite price fluctuations and increases across several conventional categories, most plant-based categories were still priced more than double their conventional counterparts on a per-pound, per-gallon, or per-dozen basis in 2025.

The plant-based meat gap decreased slightly in 2025, largely driven by increases in conventional beef prices. Plant-based milk and eggs still carry over twice the price premium versus conventional options. Bringing down the prices of plant-based foods will be critical for these products to effectively compete with conventional foods.

This graphic shows that plant-based categories are at a significant price premium relative to their conventional counterparts.

Purchase dynamics

Six in 10 consumers purchased plant-based foods in 2025, similar to 2024.

More than half of U.S. households purchased plant-based products in 2025. A total of 60% of U.S. households purchased plant-based foods, and 78% of those households were repeat purchasers.
Plant-based milk has the highest household penetration and repeat among plant-based categories. Plant-based milk was purchased by 38% of U.S. households in 2025, with 75% buying more than once. Plant-based creamer (14%), meat and seafood (11%), and butter (10%) also achieved double-digit household penetration. Plant-based creamer and meat and seafood had the next highest repeat buyer rates, both over 60%.
Households that purchased both plant-based and conventional meat spent more on food. A total of 96% of households that purchased plant-based meat also purchased animal-based meat. These households spent on average 20% more on food purchases in 2025 than the average household, making them a high-value target for retailers.
Households tend to buy multiple plant-based categories. For example, 60% of plant-based meat and seafood buying households also bought plant-based milk in 2025, compared to 38% of total households.

This graphic shows that 60 percent of households purchased plant-based foods in 2025. Plant-based milk had the highest penetration and repeat buyer rate.

This table highlights key 2025 retail sales metrics for plant-based meat and seafood. The category totaled $1 billion with dollar and unit sales declines in 2025.

Category sales

Plant-based meat and seafood sales

Sales declines continued in 2025 for plant-based meat and seafood. However, there were pockets of growth and clear opportunities to engage consumers.

Growth in shreds, chunks, and strips: The shreds, chunks, and strips format experienced 8 percent growth in unit sales (14 percent growth in the natural channel), driven by strong performance across several top brands and products. These products are viewed as a form of whole muscle meats, which are among the most popular animal-based meat cuts and have traditionally been underrepresented among plant-based meat and seafood products.
Proliferation of flavored products: Plant-based meat and seafood products with added flavors (Asian, Mexican, spicy) were among the fastest-selling within the category in 2025, reflecting consumer interest in bold flavor profiles. These products may appeal to consumers by providing a familiar and craveworthy taste reference while countering potential taste concerns or uncertainty, as well as offering convenience.
Products turning faster in the natural channel: In addition to a higher share of the total category, plant-based meat and seafood dollar velocity improved 3 percent, and unit velocity improved 1 percent in the natural channel. Notably, almost half (48 percent) of plant-based meat and seafood sales in the natural channel came from the refrigerated section, where category velocities tend to be higher, versus 28 percent in the total market.
Opportunities to attract and retain more households. In 2025, 11 percent of households purchased in the category, down from a high of 20 percent in 2021. Notably, repeat purchase rates have stayed relatively flat. This signals that loyal shoppers maintained purchases while sales declines were driven by households leaving the category. Reengaging these households is a clear opportunity.
Growth potential in increasing purchase frequency among existing buyers. The average household bought plant-based meat and seafood about once a month (11.7 units per year) in 2025; doubling that to twice a month could unlock roughly $1 billion in additional sales.

Plant-based meat and seafood dollar and unit sales in u. S. Retail declined by 17 percent and 21 percent, respectively, between 2023 and 2025, with $1 billion in dollar sales and 173 million units sold in 2025.

*SPINS does not report non-UPC animal-based meat counter sales, only UPC packaged meat sales. To calculate the plant-based meat and seafood share of the total meat category, GFI develops dollar and unit volume assumptions for non-UPC animal-based meat counter sales and adds them to the SPINS UPC animal-based meat sales.

Segment: Storage

Segment insights: Refrigerated vs. frozen vs. shelf-stable

Plant-based meat and seafood products in the frozen department make up 70 percent of total category dollar sales, followed by refrigerated at 28 percent and shelf-stable at 2 percent.

In 2025, the share of plant-based meat and seafood dollar sales in the frozen department grew to 70 percent, up from 66 percent in 2023. Refrigerated accounted for 28 percent of sales, down from 31 percent in 2023, and shelf-stable remained at 2 percent.

The shift to frozen may be less effective for the category. Research has shown that consumers prefer to see plant-based meat located near conventional meat (typically refrigerated), and product velocities tend to be highest in the refrigerated section. Plant-based options being merchandised near conventional meat helps with top-of-mind awareness and product comparison. Additionally, according to Mintel, consumers who prefer to purchase refrigerated plant-based options see them as easier to cook, higher quality, and tastier, all attributes on which plant-based meat often has perception gaps in general.
Refrigerated distribution experienced gains in the natural channel. While refrigerated distribution was down 11% in the conventional multi-outlet (MULO) channel, it was up 2% in the natural channel in 2025. This may be one factor contributing to velocity increases for plant-based meat in the natural channel in 2025. Several factors appear to be driving the shift from refrigerated to frozen.
- Retailers may be shifting products to the frozen department to extend shelf life, reduce effort associated with shelving products that are shipped frozen, and/or consolidate store sets.
- Notable product launches and line extensions in recent years have occurred in the frozen aisle, including steaks, nuggets, and cutlets, while new activity in the refrigerated aisle is relatively limited.
- It should be noted that the segment classification in the SPINS dataset may not always reflect where a given product is merchandised in the store (for example, a frozen product could be sold in the refrigerated department). Some of the apparent changes in the relative sizes of the refrigerated and frozen segments may be driven by these discrepancies.

Segment: Formats

Segment insights: Plant-based meat and seafood formats

The top five formats in the plant-based meat and seafood category are patties; nuggets, tenders, and wings; grounds; hot dogs, brats, and sausages; and breakfast links and patties.

In 2025, plant-based patties continued to be the largest plant-based meat and seafood product type, followed by (2) nuggets, tenders, and wings, (3) grounds, (4) hot dogs, brats, and sausages, and (5) breakfast links and patties. Each of these categories had over $1million in annual sales, and together these five segments made up nearly 80 percent of all plant-based meat and seafood dollar sales. The shreds, chunks, and strips format experienced 10 percent growth in dollar sales, driven by strong performance across several top brands and products.

Additionally, several plant-based meat and seafood formats have shares of their respective subcategories that are notably higher than the overall plant-based meat and seafood category average. Based on 2024 data, we estimated that plant-based patties held a 6-7 percent share of total retail packaged meat patty dollar sales, compared to the less than 2 percent share plant-based meat and seafood held of overall retail packaged meat dollar sales. Plant-based breakfast links and patties held a roughly 3-4 percent dollar share, and plant-based nuggets, tenders, and wings held a roughly 2-3 percent share of their respective packaged meat subcategories.

Segment: Types

Segment insights: Animal types

This chart shows that the plant-based meat and seafood category consists primarily of beef, chicken, and pork alternatives.

Plant-based beef remained the largest animal-type subcategory by dollar sales in 2025, followed by plant-based chicken and pork. Sales were down by similar amounts across the top animal types. Both analog products (like plant-based beef, chicken, and pork) and plant-forward products (like black bean burgers) experienced sales declines. Analog products continue to account for 91 percent of dollar sales in the plant-based meat and seafood category.

The top-selling plant-based meat and seafood animal types account for shares of their respective subcategories that are notably higher than the overall plant-based meat and seafood category share. Based on 2024 data, we estimated that plant-based chicken, beef, and pork products each held a roughly 2-3 percent dollar share of their respective retail packaged meat categories, compared to the less than 2 percent share plant-based meat and seafood held of overall retail packaged meat dollar sales.

This table highlights key 2025 retail sales metrics for plant-based milk. Dollar sales declined 2 percent to $2. 7 billion, while unit sales declined 5 percent to 684 million units. The household penetration rate was 38 percent, and the repeat rate was 75 percent.

Category sales

Plant-based milk sales

Plant-based milk remains a sizable category at $2.7 billion, with dollar sales down 2 percent and unit sales down 5 percent in 2025. Average retail prices increased 2 percent, which may have contributed to unit declines. Conventional milk dollar sales increased 2 percent, while unit sales decreased almost 1 percent.

Four in ten U.S. households purchased plant-based milk in 2025. Household penetration at 38% and repeat rate at 75% remain steady.
Plant-based milk is a significant part of the overall milk category. Plant-based milk made up about 13% of the total milk category dollar sales in 2025 and about 12% of unit sales. In the natural channel, plant-based milk held a 30 percent share of total milk dollars.
Half of the top plant-based milk brands experienced growth in 2025. Among the top ten plant-based milk brands ranked by dollar sales in 2025, five grew. These brands accounted for 29% of plant-based milk dollar sales and collectively grew 12% in dollar sales.
Larger households with young children have higher than average spend in the plant-based milk category. Households of 5+ with kids under five years of age over-index on plant-based milk spend.
Plant-based milk buyers are likely to buy conventional milk as well as other plant-based categories. For example, 91% of plant-based milk-buying households also buy conventional milk. In addition, 25% of plant-based milk-buying households also purchase plant-based creamer (compared to 14% among all households), and 19% also purchase plant-based meat and seafood (compared to 11% among all households).

These two line graphs show that between 2023 and 2025, plant-based milk dollar sales in u. S. Retail decreased by 7 percent, and unit sales decreased by 9 percent.

Segment: Ingredients

Segment insights: Plant-based milk ingredient base

This graphic shows the top six ingredient bases for plant-based milk, from most to least popular: almond, oat, soy, coconut, a blend, and rice.

The plant-based milk category continues to be dominated by almond, oat, and soy milks.

Almond milk is the largest segment of the plant-based milk category. Almond milk accounted for 49% of 2025 unit sales, declining slightly from prior years.
Oat milk unit share is about a fifth of the category. Oak milk is the second major segment, accounting for 21% of unit share.
Soy milk holds an 8% unit share of the category. Soy milk continued to maintain its position as the third biggest segment in plant-based milks with 4% dollar growth and flat unit growth in 2025.
Coconut milk continued to grow. Coconut milk accounted for 7% of the unit share and grew 23% in unit sales and 27% in dollar sales in 2025.

Segment: Flavor

Segment insights: Flavor

Among branded products, plain/unflavored plant-based milks accounted for over 55 percent of the dollar share in 2025, followed by vanilla at 21 percent. Chocolate held third place at just 3 percent, followed by a proliferation of unique flavors, including fruit-forward, pumpkin spice, and eggnog. Plain/unflavored products outperformed the total plant-based milk category slightly in 2025, experiencing 1 percent dollar growth.

Segment: Storage

Segment insights: Storage

Refrigerated plant-based milk continued to dominate the category, representing 88 percent of plant-based milk dollar sales and 87 percent of plant-based unit sales. Refrigerated plant-based milk is consistently shelved adjacent to animal-based milk and benefits from this merchandising strategy. Co-location has helped plant-based milk achieve almost 40 percent household penetration and double-digit market share of total milk dollar sales.

Creamer

The plant-based creamer category experienced dollar and unit growth in 2025 after declining in 2024.

Plant-based creamer is the third largest plant-based category after milk and meat and seafood. Fueled by consumer familiarity and usage in beverage applications, plant-based creamer rebounded in 2025.
Plant-based creamer’s market share of total creamer was 7% in 2024. This was the second-highest share rate among plant-based categories, behind plant-based milk. Category share was more than three times as high in the natural channel.
Conventional creamer grew in 2025. While plant-based creamer grew 2% in dollar and unit sales, conventional creamer grew 4% in dollar sales and 2% in unit sales, underscoring the continued innovation happening across the category.
A total of 14% of households purchased plant-based creamer in 2025. Additionally, 65% of these households were repeat purchasers, the second-highest repeat rate for plant-based categories, following plant-based milk.

These two line graphs show that plant-based creamer dollar and unit sales decreased from 2023 to 2024 and then increased from 2024 to 2025.

Yogurt

Plant-based yogurt continued to perform well in 2025 with 7 percent dollar sales and 1 percent unit sales growth.

Yogurt was a strong category overall in 2025. Both plant and animal-based yogurt dollar and unit sales grew in 2025, indicating strong momentum in the yogurt category due in part to protein and gut health benefits. Plant-based dollar sales were up 7% and unit sales 1%, while conventional yogurt saw 15% dollar sales and 7% unit sales increases.
Plant-based yogurt prices increased in 2025. Though plant-based yogurt prices rose 6% in 2025 (comparable to conventional yogurt price increases), unit sales grew.
A total of 7% of households purchased plant-based yogurt. Household penetration increased slightly from 2024, with 57% repeat purchasers.
Plant-based yogurt appeals to millennials and Gen X. Both millennials and Gen X households overindex on plant-based yogurt spend versus the average household.
High overlap between plant-based dairy purchasing. As many as 40% of plant-based yogurt-buying households also buy plant-based creamer (compared to 14% of households overall), while 75% of plant-based yogurt-buying households also buy plant-based milk (compared to 38% of households overall).

These two line graphs show that u. S. Retail plant-based yogurt dollar sales increased from 2023 to 2025 and unit sales were down from 2023 to 2024 and up from 2024 to 2025.

Ice cream and frozen

Ice cream and frozen novelty

The plant-based ice cream and frozen novelty category experienced declining dollar and unit sales in 2025, continuing trends from 2024.

Unit sales declines were comparable to dollar sales losses. Plant-based ice cream and frozen novelty prices held steady in 2025.
Plant-based ice cream and frozen novelties were purchased by 9% of U.S. households in 2025. A total of 52% of those households repurchased the category.
The conventional ice cream and frozen novelty category remained flat. Bifurcation may be impacting category dynamics as some consumers seek healthier frozen desserts while others crave traditional ice cream.

These two line graphs show that plant-based ice cream and frozen novelty dollar and unit sales in u. S. Retail decreased from 2023 to 2025.

Butter

Plant-based butter experienced dollar and unit sales declines in 2024.

Dollar and unit sales of plant-based butter were down by similar amounts. Dollar sales were down 4% while unit sales were down 3%.
Plant-based butter garnered 5% of total butter and margarine share. Mainstream butter and margarine dollar and unit sales were flat to last year, and plant-based share of the total category was relatively unchanged.
Plant-based butter experienced distribution gains. Distribution for plant-based butter was up 6% in the conventional multi-outlet (MULO) channel and 7% in the natural channel from 2024.
Plant-based butter was purchased by 10%of households, up 1 percentage point from 9% in 2024. Repeat rates were down from 55% in 2024 to 48% in 2025, indicating more consumers tried plant-based butter but did not repurchase.

These two graphs show that plant-based butter dollar and unit sales in u. S. Retail decreased from 2023 to 2025.

Cheese

Dollar and unit sales declined for plant-based cheese.

Dollar and unit sales of plant-based cheese were down by similar amounts. Dollar sales were down 10%, while unit sales were down 8%. Average retail prices were down 2%.
Plant-based cheese’s dollar share of the total cheese market remained at roughly 1%. Plant-based cheese share was several times higher in the natural channel.
Household penetration of plant-based cheese is 4%. About half of those buyers (52%) purchased the category more than once, on par with plant-based butter and ice cream and frozen novelties.
Animal-based cheese is the second largest mainstream category after meat and seafood. This indicates there may be an opportunity for plant-based cheese to reach a significant market size if consumer needs around taste and texture, as well as price and other benefits, are met.

These two line graphs show that from 2023 to 2025, plant-based cheese dollar and unit sales in u. S. Retail declined, with a higher rate of decline from 2024 to 2025.

Ready-to-drink beverages

Ready-to-drink plant-based beverages experienced double-digit sales and unit growth in 2025, building on 3 percent growth in 2024. Distribution growth contributed to sales gains as well as consumer demand for convenient, ready-to-drink beverages such as coffee and tea drinks.

Spreads

Cream cheese, sour cream, and dips

Plant-based cream cheese, sour cream, and dips saw sales declines in 2025.

Eggs

The plant-based egg category encompasses a range of products, including liquid, folded, and hard-boiled egg substitutes as well as powdered egg replacements. Liquid plant-based eggs account for the majority of dollar sales in the category.

The plant-based egg category experienced dollar sales growth in 2025, coupled with unit sales declines as prices increased.

Plant-based eggs remain a nascent category. Just 1% of households purchased these products in 2025, with 41% repurchasing the category.
Households purchasing plant-based eggs are most inclined to purchase other plant-based categories. For example, 60% of these households also purchased plant-based meat and seafood (compared to 11% of households overall), 74% purchased plant-based milk (compared to 38% of households overall), and 51% purchased plant-based cheese (compared to 4% of households overall).
Plant-based and conventional egg prices increased. Average retail prices increased by about 8% in 2025 (conventional egg prices rose about 6% in 2025). While the average price gap for plant-based eggs across 2025 was not significantly different from 2024, fluctuations in the price (and availability) of conventional eggs due to highly pathogenic avian influenza (HPAI) led to lower price gaps and higher plant-based egg sales early in the year.

These two line graphs show that plant-based eggs dollar sales increased while unit sales in u. S. Retail decreased from 2023 to 2025.

Plant-based meals

The plant-based meals category saw continued dollar and unit sales declines in 2025, fueled by distribution losses.

Protein liquids and powders

Plant-based protein liquids and powders

Plant-based protein liquids and powders growth has leveled off after strong unit and dollar sales growth in 2024, driven by gains in both distribution and velocity. In the natural channel, this category made up an impressive 35 percent of all protein liquids and powders sales, the highest natural channel share of any plant-based category we track.

Protein bars

Plant-based bars

Plant-based bars experienced strong dollar and unit sales increases in 2025, accounting for the highest dollar sales growth of any tracked plant-based category at 16 percent. Similar to ready-to-drink beverages, these products meet consumer demand for convenient plant-based products.

The two line graphs show that plant-based protein bars dollar and unit sales in u. S. Retail increased between 2023 and 2025, with sharper increases from 2024 to 2025.

Tofu, tempeh, and seitan

The tofu, tempeh, and seitan category began to level off in 2025 after relatively strong growth in 2024. Both dollar and unit sales grew while prices held steady over the last three years.

Baked goods and other desserts

Plant-based baked goods and other desserts remained a growing category in 2025, with further unit and dollar sales increases.

Note: The plant-based baked goods and other desserts category was constructed by compiling vegan-coded items held within the SPINS’ shelf stable Baked Goods subcategory, as well as plant-based positioned frozen and refrigerated pies, baked goods, pastries, doughs, and other desserts.

Condiments and dressings

Plant-based condiments and dressings continued to experience sales declines in 2025.

The two graphs show that plant-based condiments and dressing dollar and unit sales in u. S. Retail decreased between 2023 and 2025.

About the data

Unless otherwise cited, all data and figures presented in this report are from GFI’s analysis of data from SPINS.

Point-of-sale data

To size the U.S. retail market for plant-based foods, GFI and PBFA commissioned retail sales data from the market research firm SPINS. The firm built the dataset by first pulling in all products with the SPINS “plant-based positioned” product attribute. The dataset was further edited by adding plant-based private-label products. Inherently plant-based foods, such as chickpeas and kale, are not included. Due to the custom nature of these categories, the retail data presented may not align with standard SPINS categories. Additionally, SPINS pulled in relevant mainstream subcategories (excluding plant-based positioned products) in order to create the “Conventional” categories discussed. Finally, the total food and beverage category was pulled, bringing in all grocery, frozen, and refrigerated edible items across the retail grocery landscape, as well as protein powders and bars. SPINS obtained the data over the 52-week, 104-week, and 156-week periods ending November 30, 2025, from the SPINS Natural Expanded Channel and SPINS Conventional Multi-Outlet and Convenience Channels (powered by Circana).

SPINS defines these channels as follows:

Conventional Multi-Outlet (MULO) Channel: More than 110,000 retail locations (powered by Circana) that cover the Grocery Outlet (stores with $2 million+ annual ACV), the Drug Outlet (chains and independent stores, excluding Rx sales), and selected retailers across Mass Merchandisers (e.g., Walmart, Target), Club (e.g., Sam’s Club), Dollar, all Military, and Amazon F3 (Fresh, Prime Now, Go).
Natural Expanded Channel: More than 2,500 full-format stores with over $2 million in annual sales and 30% or more of UPC-coded sales from the Health & Wellness Industry (HWI) and 15% or more from the Natural Product Industry (NPI) Product Universes.
Convenience Channel: More than 150,000 convenience locations (powered by Circana) that are less than 5,000 square feet, have extended hours, stock at least 500 SKUs, and provide a mix of grocery items like beverages, snacks, confections, and tobacco.

This is generally considered the broadest available view of retail food sales, although not all retailers are represented. Some companies do not report their scan data to Circana but are represented via projections. Please note that this study’s methodology has changed compared to that used in previous reporting by GFI. We do not recommend comparing data released in prior years to the data included here.

Consumer panel data

To understand consumer purchasing dynamics and demographics, GFI and PBFA also commissioned consumer panel data from SPINS. The process for pulling the panel data was separate from that for the POS data, which may result in minor category differences. SPINS combines Circana Scan Panel with proprietary Product Intelligence to provide a unique view into shopper incrementality, loyalty, cross-purchase, demographics, and more. SPINS obtained the data over the 52-week, 104-week, 156-week, and 208-week periods ending November 30, 2025, from all U.S. outlets.

About SPINS

SPINS connects shopper values to product innovation by combining POS data across conventional, e-commerce, and natural channels with deep product knowledge. By translating product data into attributes, we ensure retailers, brands, and their partners know just as much about the products they create, stock, and sell as the shoppers who buy them. These attributes create a common language that promotes collaboration and growth across the ecosystem.

Meet the authors

Eleni K. Chalmers

SENIOR CATEGORY ANALYST

Eleni K. Chalmers is responsible for analysis of retail and foodservice market data to identify actionable insights to support GFI’s work and educate the alternative protein industry.

Areas of expertise: consumer insights, food innovation, market analytics, food science

View Eleni K. Chalmers

Jody Kirchner

ASSOCIATE DIRECTOR OF MARKET INSIGHTS

Jody Kirchner leads GFI’s market and consumer insights team, delivering data-driven analysis to educate industry leaders and key stakeholders on the opportunities around alternative proteins.

Areas of expertise: consumer insights, market research & analysis, growth strategy, innovation, food industry

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Taylor Leet-Otley

SENIOR CONSUMER RESEARCH LEAD

Taylor Leet-Otley oversees GFI’s consumer research, keeping the organization and the industry in touch with consumers’ needs & beliefs in the fast-moving alternative protein category.

Areas of Expertise: Consumer insights, market strategy, branding & marketing

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