The Latest Figures on the USA's Vegan Population
Determining the precise percentage of the USA population that is vegan is challenging due to conflicting reports and methodological differences in surveys. However, one of the most frequently cited sources is the Gallup poll, which offers a longitudinal perspective. A July 2023 Gallup survey found that only 1% of Americans self-identify as vegan, a decrease from 3% in 2018 and 2% in 2012. While seemingly low, this figure needs to be contextualized with other data points that indicate growing interest in plant-based lifestyles, even among those who do not label themselves as vegan.
Why the Numbers Don't Tell the Whole Story
The 1% figure represents only those who strictly identify as vegan. It does not account for the much larger group of individuals who are reducing their consumption of animal products. The Good Food Institute, an alt-protein think tank, found that 93% of Americans who buy plant-based meat alternatives are not vegetarian or vegan. This suggests a significant consumer base of 'flexitarians' or 'plant-curious' individuals, who are driving the substantial growth in the plant-based food market, with sales reaching $8 billion in 2022. This nuance is often lost in broad population statistics.
Vegan Demographic Breakdown
Recent surveys highlight interesting demographic trends within the vegan and vegetarian populations, suggesting that the movement's profile is shifting.
- Income: Contrary to the common perception that veganism is a lifestyle for higher-income individuals, Gallup's 2023 poll showed that lower-income Americans were three times more likely to identify as vegan (3%) compared to middle- and upper-income groups (1%).
- Gender: According to the same Gallup survey, more men (2%) identified as vegan than women (1%). This is a notable shift from historical data that often showed higher rates among women.
- Ethnicity: People of color (2% vegan) were more likely to identify as vegan than non-Hispanic white consumers (1%). This suggests a growing diversity within the plant-based community.
- Age: Younger people tend to show higher rates of interest and adoption. A 2023 survey referenced by Sentient Media found that around 5% of Millennials and Gen Z maintain vegan diets, compared to smaller percentages in older generations.
Comparison of Vegan vs. Plant-Based Market Trends
The gap between self-identified vegans and plant-based consumer habits is a critical market trend. The following table compares data from two distinct angles: identity and consumer behavior.
| Metric | Self-Identified Vegans (e.g., Gallup Poll) | Broader Plant-Based Market (e.g., GFI, PBFA) |
|---|---|---|
| Measurement Focus | Individual dietary identity via surveys | Consumer purchasing behavior in retail |
| Reported Figure | 1% of the U.S. population (2023) | $8.1 billion in retail sales (2023) |
| Growth Indicator | Reported low in 2023, down from 2018 peak | Growing at three times the rate of total food sales |
| Key Consumer | Primarily low-income, people of color, some liberal demographics | Flexitarians, non-vegans, curious consumers (93% of plant-based meat buyers are not vegan/vegetarian) |
| Significance | Reflects core ideology and identity | Reveals broader adoption and market penetration |
Factors Influencing the Vegan Population Figures
Several factors contribute to the fluctuation and difficulty in measuring the precise what percentage of the USA population is vegan number:
- Cost of living: Economic pressures and inflation can affect dietary choices, potentially making plant-based foods seem less accessible despite a wider variety of options.
- Definition of 'Vegan': Survey responses depend on individual interpretation. Some people may consider themselves vegan even if they occasionally consume animal products, a phenomenon noted in academic research.
- Sampling and Methodology: Different polling organizations use different methodologies, sample sizes, and question wording, leading to varied results. For instance, different polls in 2023 reported anywhere from 1% to 4% of Americans as vegan.
- Conflicting Trends: The decline in self-identification contrasts sharply with the massive growth and market interest in plant-based products. This suggests many are exploring the lifestyle without fully committing to the label.
Conclusion
While recent data from sources like the 2023 Gallup poll suggest that what percentage of the USA population is vegan might be as low as 1% based on self-identification, this figure is misleading. It overlooks a crucial trend: a widespread, incremental shift in American eating habits. The booming plant-based food market is driven not by a small core of self-identified vegans, but by a large number of flexitarians and curious consumers. This broader movement, motivated by health, environment, and ethics, indicates that while strict vegan identity may fluctuate, the underlying consumer demand for plant-based options continues to grow. For a deeper understanding of the plant-based market's growth, see the insights provided by The Good Food Institute.
Growth of the Plant-Based Market vs. Strict Veganism
The contrast between the stagnant or declining number of self-identified vegans and the explosion of the plant-based market highlights a fundamental shift in consumer behavior. Rather than a small, dedicated group, a large segment of the population is embracing vegan products as part of a broader, more flexible approach to their diet. This market growth indicates that the philosophical or ethical commitment of strict veganism is less common than the pragmatic, incremental adoption of plant-based foods for health or environmental reasons. The challenge for brands is to appeal to both the committed vegan and the casual flexitarian, leveraging the widespread interest rather than focusing solely on the smaller core demographic.
What do vegan statistics mean?
The statistics on veganism in the USA offer a snapshot, but interpreting them requires acknowledging the different motivations behind plant-based eating. The ethical and lifestyle commitment of a 'true' vegan is not the same as a 'plant-based curious' consumer buying Beyond Burgers. Polls measuring identity capture the former, while market data on sales reflects the latter. Together, they paint a more complete picture of the landscape, revealing that the influence of veganism is far greater than the number of people who strictly adhere to it as a defined identity.
Key market takeaways for businesses
For food manufacturers and restaurants, the takeaway is clear: the opportunity lies with the vast majority of non-vegan consumers who are willing to try or regularly consume plant-based products. Product innovation, affordability, and improved taste are key to capturing this market. Focusing solely on the small vegan population misses the larger, more lucrative flexitarian market. Understanding the difference between these two groups is critical for any brand hoping to succeed in the plant-based space.
Future of veganism in the USA
The future of veganism in the USA will likely see the continued expansion of plant-based options in the mainstream, driven by flexitarian consumers seeking to reduce their animal product consumption. While the percentage of self-identified vegans may remain in the low single digits, the societal impact and market presence of plant-based foods will continue to grow significantly. This evolution from a niche lifestyle to a mainstream dietary choice represents the most significant shift in the movement's trajectory.
