This is only a glimpse of the data available to CivicScience clients. Discover more data.
Protein intake has long been a focus of the American diet, but that doesn’t mean it all has to be meat. CivicScience data suggest vegetarianism and veganism have gained traction in the last decade, with 19% of U.S. adults currently identifying as either vegetarian or vegan, up from 11% in 2015. With this growth comes an additional rise in options for plant-based meat alternatives.
Gone are the days when tofu and tempeh were the only plant-based meat alternatives. Today, plant-based burgers, sausages, and chicken are common sights in a well-stocked grocery store.
Of course, interest in a product does not always translate into usage. To understand the current state of plant-based meats–and the consumers seeking them out in 2025–CivicScience has the most up-to-date insights.
As fresh data show, 36% of Americans have tried plant-based meats, while 10% intend to do so–figures that are roughly on par with last year. Interest in these products skews younger, with Gen Z twice as likely as Gen X and more than three times as likely as Baby Boomers to express interest in trying meat alternatives.
Let Us Know: In general, how do you feel about plant-based meats?
Who’s Interested in Trying Plant-Based Meats and How Can They Be Reached?
Those who intend to try plant-based meats display several distinctive consumer behaviors compared to those who are uninterested in trying plant-based alternatives:
- Plant-based meat intenders are twice as likely to work out at the gym at least ‘several times per month’ as those who are uninterested.
- Intenders are more likely to already use grocery delivery and are three times as likely to plan on trying grocery delivery, compared to those not interested in plant-based meat.
- Nearly three-quarters of those who intend to try plant-based meats use video (e.g., online, social, streaming, TV) to learn about products and make purchasing decisions, compared to roughly half of those who are uninterested in plant-based meats.
- Those who intend to try plant-based meats are nearly twice as likely as those who are uninterested to have felt a strong sense of fear in the past week. Given that fear often correlates with spending and switching behavior, it’s worth noting how these feelings play out in the grocery cart and beyond.
What’s on the Grill This Summer
Among grillers, hamburgers are the top choice for what Americans will be grilling this summer, followed by chicken and steak. Plant-based meats have a lot of ground to make up to compete with all other grilling options, with a similar percentage who planned to cook with it in 2023. Gen Z, aged 18-29, is showing the greatest likelihood of grilling this summer. Its non-meat counterpart in vegetables, meanwhile, is able to hold its own on grills, suggesting a possible avenue to explore for plant-based brands.
Cast Your Vote: What do you prefer for grilling
What Consumers Really Think of Plant-Based Meats
With plant-based meats struggling to gain a stronger foothold on American grills this summer compared to traditional meat, additional data suggests that there is room for education and awareness on the impact of plant-based meats. More than three in ten respondents said they are not aware of the health and environmental pros and cons. Meanwhile, another 30% believe that plant-based meats are not better for their health or the environment. While positive beliefs about plant-based meats skew toward plant-based meat’s base of younger consumers, brands may be wise to consider new ways of reaching the other demographics to expand demand.
To better understand consumer hesitation around plant-based meats, the data reveals potential deterrents. Excluding those who simply prefer traditional meat, the largest percentage of respondents (27%) said they are ‘just not interested in plant-based products.’ Other key barriers include a dislike of the taste or texture, followed by the cost and skepticism toward potential health benefits.
Use This Data: CivicScience clients use real-time data like this to quickly spot attitudinal roadblocks and adapt their strategies in the moment as they shift.
While interest in plant-based meats holds steady this year, the data highlight the very real challenges plant-based meat alternatives are facing in today’s uncertain market. From increasing awareness on pros and cons to reaching older consumers, companies in this sphere have options for how they choose to expand their reach and get more plant-based products to the American table.
