Turkey Submarine Sandwich

©Only Plant Based!/ Unreal Deli

Studies & Numbers

US Consumers Are Choosing Vegan Over Keto, While 56% Want More Verified Vegan Cosmetics

Two new studies have revealed that US consumers are increasingly turning towards vegan diets and cruelty-free cosmetics. Research by Chef’s Pencil found that veganism has become more popular than ketogenic diets, which previously topped the rankings for four consecutive years. Two more plant-forward diets — vegetarian and Mediterranean — also made the top ten, according to Google Trends data from 2022. However, there are wide discrepancies between regions, with veganism most popular in coastal states and keto diets still in the lead in many inland areas. The most vegan-friendly states are Oregon, Hawaii, New York, New Jersey, and California. Demand for vegan cosmetics Meanwhile, a survey by The Vegan Society has examined demand for ethical cosmetics in the US, along with consumers’ understanding of the …


Veylinx hot dog labels

© Veylinx

Studies & Numbers

Call This “Meatless” Rather Than a “Vegan” Hot Dog to Increase Demand by 16%

Recently published research reveals some curious results in relation to the consumer behaviour of North Americans purchasing plant based foods; including the fact that the term “meatless” when used to label a hot dog increases demand significantly. Impact of labelling The study addressed the hot dog category and found that labelling the hot dog as “meatless” instead of “vegan” boosts demand by 16%. The term “meatless” created the greatest demand among the participants, followed by “veggie,” “plant-based,” “animal-free,” and lastly “vegan.”  Further key findings include Cultivated meat is the preferred alternative for burgers, jerky, nuggets and filet mignon. Plant-based with meatlike properties drives the greatest demand for bacon and lasagne. Microalgae is favored for sushi. Shoppers are also willing to pay extra for plant-based lasagne …


Woman with healthy food shopping spinach Tastewise


Studies & Numbers

New Acosta Report Reveals 40% of US Consumers Buy Plant-Based Meat and Dairy 

New research from Acosta shows that 40% of shoppers in the US now purchase plant-based meat and alt dairy products. With consumers’ pursuit of a healthy lifestyle as a key purchase driver, the report confirms growing consumer interest in plant-based meat and alt dairy purchases. Figures from the study show that 60% of consumers are purchasing plant-based products several times a month, while 77% surveyed are buying plant-based foods at traditional grocery stores, with only 20% buying online. Acosta, the US sales and marketing solutions provider, has revealed the figures in its latest research report; “Plant-Based Eating: Trend or Fad?” The report revealed a strong loyalty trend within the segment, with 64% of plant-based buyers purchasing within this category at least several times a month, …


Plant-based meat products in Sprouts Farmers Market in Atlanta, GA

Sprouts Farmers Market in Atlanta, GA; Image courtesy Jennifer Stojkovic, VWS

Market & Trends

American Packaged Goods to Skyrocket Past $1.3 Trillion Following Plant-Based Demand

Demand for plant-based foods is driving a huge growth in the CPG market in the USA, according to the Food Institute, citing a study that says Millennial and Gen-Z purchasers of plant-based products are primary drivers of this sector. “We saw this with low fat, low carb and gluten-free. Now it’s the plant-based products’ turn” The study predicts the US market for packaged foods will reach $1.376 trillion by 2028 and states that the ” growing trend of plant-based and organic foods is driving the market. With the rising health consciousness, consumers are gradually shifting toward healthy food and drink alternatives”. Research conducted at the end of 2020 found that 51% of regular meat-eaters were planning to either moderate or eliminate meat from their diet …


Daring Foods

© Daring Foods

Studies & Numbers

The Results Are In: Americans Want Plant-Based Chicken to Be Called Chicken

A survey by the International Food Information Council (IFIC), reveals some interesting findings about American consumers. When presented with an image that resembled a chicken tender, consumers preferred descriptors including the word “chicken”, despite knowing that the product did not contain any animal meat. In terms of preferred name for the vegan product: 45% ranked “plant-based chicken” in their top-three terms, followed by “meatless chicken” (42%), “vegan chicken” (32%), “plant-based strips” (29%) and “vegetarian chicken” (29%). The study, “Consumption Trends, Preferred Names and Perceptions of Plant-Based Meat Alternatives”, was carried out between August 2020 and August 2021, amongst 1,001 US adults between the ages of 18-80 that have a role in the food decision-making and/or food shopping in their household. Encouragingly, the study found that …


© Joshua Resnick - stock.adobe.com

Studies & Numbers

Plant-Based Meat Now Worth $1.4Bn in US as Interest Surges 1320% in Restaurants

A new report by AI-powered food intelligence solution Tastewise, examining alt-meat trends in the US, finds that alt-meat is now mentioned 1320% more frequently on restaurant menus than before the pandemic and that plant-based meat is now valued at $1.4 billion. New York most vegan city The report compiled data from 880,000 restaurants and delivery menus to provide insights into the growth of the industry, revealing that consumers are most likely to find vegan meat in New York City, where it appears on 10.29% of menus. This is followed by LA, where 7.9% of restaurants serve plant-based meat. By state, Oregon has the most restaurants offering alt-meat dishes, but the number of vegan restaurants in New Jersey is soaring by 56% YoY as New Yorkers …


© Vaceslav Romanov - stock.adobe.com

Studies & Numbers

Americans Are Discovering Vegetables For the First Time Due to the Pandemic

Nearly seven in ten Americans have “discovered” vegetables in recent times, with many sampling leafy greens and one in five trying cauliflower for the first time in their lives. According to the survey of 2,000 US consumers, three-quarters describe themselves as recently reformed veggie lovers, with 39% of respondents citing their time in quarantine for their discovery of vegetables.



©Beyond Meat


USA: Research Suggests the Start of a “Dietary Revolution” Focused on Alternative Protein

FMCG Gurus have revealed to us that their research indicates what they call the beginning of a dietary revolution in the US, one focused on alternative protein sources. American consumers, increasingly concerned over their health, are tempted by the increased availability of meat substitutes in fast food outlets amid a mass move away from meat.


© Comugnero Silvana - stock.adobe.com


The Average American Consumer is an Omnivore Interested in Plantbased Protein

Nielsen has released new data related to the rise of meat alternatives in consumer packaged goods (CPG), and demonstrating that today’s American consumer is, on average, an omnivore, but they’re playing the field when it comes to exploring meat alternatives in their search for dietary protein. In fact, protein-seeking consumers are more likely than ever to consider all the options available to them.”


Courtesy of Hitchcock Farms

Top Stories

Survey Reveals 2/3 of Americans Unable to Identify Fruit and Vegetables

Family-owned produce grower and shipper, Hitchcock Farms, conducted a survey of 3,725 Americans to test their fruit and veg knowledge. Respondents were provided images of everyday fruit and vegetables, and were asked to identify them. The survey revealed that two-thirds of respondents didn’t know that pineapples grow from the ground, and a quarter did not know that a kumquat is even a fruit, with 12.5% believing it to be a yoga position.