U.S. household shopper insights for plant-based meat

Unlocking the potential of plant-based meat in U.S. retail

Over the past decade, plant-based meat has evolved from a niche collection of items to a significant category in U.S. retail, attracting not only vegetarians and vegans but also mainstream, meat-eating consumers. Despite doubling in sales from $682 million in 2017 to $1.24 billion in 2023, the category has faced challenges in converting occasional buyers into loyal customers. While a dedicated group of consumers continues to drive sales, there’s a substantial opportunity to engage the 85 percent of U.S. households that don’t currently purchase plant-based meat.

This report dives into the demographics, purchasing habits, motivations, and barriers of U.S. plant-based meat shoppers. Download the full report for an in-depth analysis of the market potential and strategies to expand this growing category.