7%A small group of highly engaged households are driving the plant-based category. In 2022, 7% of households purchasing meat, plant-based and/or conventional, accounted for 82% of all plant-based meat sales, underscoring the dollar opportunity of engaging additional shoppers.
70%Increasing sales of the medium-volume plant-based meat purchasing households to match the purchase rate of the highest-volume would result in a 70% larger plant-based meat category by dollar sales.
3 in 4Approximately three-quarters of U.S. consumers report having never tried plant-based meat or eaten it no more than a few times. This presents a long runway of opportunities to engage more consumers.

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.

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