Meat Still Reigns in the US, But 14% of Gen Z Are Opting for Plant-Based Diets

While meat and fish remain central to most American diets, a growing segment of younger consumers is embracing plant-based alternatives.

A recent survey by Statista found that 14% of Gen Z adults (born between 1995 and 2012) now identify as either vegan or vegetarian, marking a notable shift in eating habits among the younger generation.

However, the same survey revealed that the proportion of plant-based followers decreases significantly with age. Only 3% of adults born between 1965 and 1979 follow a vegetarian diet, and even fewer (2%) are vegan.

Among Baby Boomers, these numbers shrink further, with just 2% identifying as vegetarian and 1% as vegan.

The Rise of Flexitarianism Across Generations

Although strict veganism and vegetarianism are still relatively rare, the trend of flexitarianism—where individuals reduce meat consumption without eliminating it entirely—is gaining ground.

Between 7% and 15% of survey respondents across different generations reported adopting a more flexible approach to their diets.

This growing interest in reducing meat intake has led many companies to explore hybrid meat products that blend animal and plant-based ingredients. According to Statista, 74% of US consumers expressed interest in these blended options.

Challenges Facing the Plant-Based Meat Market

Despite the rising interest in plant-based diets, meat remains dominant in the US. In 2021, plant-based meat substitutes generated $1.3 billion in sales—a fraction of the $160 billion spent on fresh and processed meat.

Several factors contribute to this discrepancy, including the price difference between conventional meat and its plant-based counterparts. Additionally, the cultural and political debates surrounding plant-based meats have further complicated their acceptance.

Health Concerns and Misconceptions About Plant-Based Meats

Critics often label plant-based meats as “ultra-processed,” questioning their nutritional value. However, food scientist Anthony Warner contends that such concerns are frequently exaggerated.

He emphasizes that food processing is vital for feeding modern societies, and not all processed foods should be deemed unhealthy.

Future Outlook: A Growing Yet Niche Market

While the plant-based meat market remains niche, growth is expected. Market research firm Arizton projects that the US plant-based meat market will expand to $5.25 billion by 2029, with pea protein-based products anticipated to lead the category’s growth.

For now, meat and fish continue to dominate American plates, but the rise of plant-based diets—especially among younger generations—hints at a slow yet steady shift in dietary habits.

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