Is Veganism Losing Its Popularity? What the Numbers Reveal About Then vs. Now

A few years ago, it seemed like plant-based eating was on an unstoppable rise. Fast-food chains rolled out meatless burgers, grocery stores filled shelves with dairy-free cheeses and oat milks, and documentaries convinced plenty of viewers to rethink what was on their plates.

More recently, the headlines have shifted. Stories about falling sales and struggling brands have led many people to wonder whether the vegan movement has faded, but the data tells a more complicated story than a simple rise and fall.

How Many Americans Are Actually Vegan

Gallup has asked Americans about their eating preferences for decades. In 2012, 2 percent of U.S. adults said they were vegan, and that number rose to 3 percent in 2018.

By 2023, it had slipped back to just 1 percent. The share of people who identified as vegetarian also edged down, from 5 percent in 2018 to 4 percent, compared with 6 percent in surveys from around the turn of the century.

The Numbers Were Always Small

It’s worth keeping those figures in perspective. Even at its peak in Gallup’s surveys, veganism remained a small minority diet in the United States.

Because the numbers are so small, slight changes can look dramatic in headlines. Gallup itself noted that vegan and vegetarian eating preferences have generally stayed fairly stable over time.

Plant-Based Meat Sales Have Dropped

The clearest sign of cooling interest shows up in the meat alternative aisle. According to SPINS data analyzed by the Good Food Institute, U.S. retail sales of plant-based meat and seafood fell 7 percent in 2024 to about $1.2 billion.

The decline continued in 2025, with sales dropping another 10 percent to roughly $1 billion and unit sales falling 11 percent. Refrigerated plant-based burgers, once the star of the category, saw especially steep drops.

Why Shoppers Are Pulling Back

Price is a major factor. The Good Food Institute has noted that many plant-based products cost two to four times as much as their conventional counterparts per pound or gallon.

Taste and texture also play a role, since some shoppers tried meat alternatives once and didn’t come back. Growing concern about ultra-processed foods has made some consumers skeptical of products with long ingredient lists.

Plant-Based Milk Is Holding Strong

Not every plant-based category is struggling. Plant-based milk generated about $2.7 billion in U.S. retail sales in 2025, accounting for roughly 13 percent of all retail milk sales.

Around 40 percent of U.S. households buy plant-based milk, compared with about 13 percent for plant-based meat. Oat, almond, and soy milks have become everyday staples for many people who still eat meat and dairy.

Some Categories Are Still Growing

Even as plant-based meat declined, a few areas grew. Plant-based protein bars, ready-to-drink beverages, baked goods, and yogurt all saw sales increases in 2025.

Products like shreds, chunks, and strips also gained ground. These formats can be used in tacos, stir-fries, and bowls, offering more flexibility than traditional veggie burgers.

Most Buyers Aren’t Vegan

One of the most revealing findings is who’s actually buying plant-based foods. Research from the Good Food Institute found that the vast majority of Americans who purchase plant-based meat alternatives are neither vegan nor vegetarian.

That means plant-based eating has largely become something people dip in and out of. Many shoppers simply want to eat less meat without giving it up completely.

Flexitarian Eating Is on the Rise

Many people now describe themselves as flexitarian, meaning they eat mostly plant-based meals while still enjoying meat or dairy at times. This approach feels more realistic for many households than strict veganism.

Gallup has found that Americans who cut back on meat often cite health and environmental reasons. Those changes don’t always lead to a formal vegan or vegetarian label, but they still shift what people eat.

Global Interest Looks Different

Outside the United States, the picture is more positive. According to Euromonitor data cited by the Good Food Institute, global retail sales of plant-based meat and seafood rose 8 percent in 2025 to about $6.6 billion.

Europe has been a particularly strong market. That suggests the slowdown in the U.S. doesn’t necessarily reflect a worldwide decline.

Veganuary Keeps Growing

Veganuary, the campaign encouraging people to try vegan eating for the month of January, has grown dramatically since its early years. It recorded about 12,800 official sign-ups in 2015 and more than 500,000 by 2021.

The organization estimated that around 30 million people worldwide took part in 2026, based on surveys in several countries. That figure uses a different counting method than earlier sign-up totals, but it shows strong interest in trying plant-based eating, even temporarily.

So, Is Veganism Fading?

Strict veganism in the U.S. appears to have dipped slightly, and plant-based meat sales have clearly cooled. But interest in plant-based eating hasn’t disappeared, it has evolved.

Today, many people mix plant-based meals into their routines rather than committing to a fully vegan lifestyle. For the food industry, that shift means focusing less on imitating meat and more on simple, affordable, and flavorful plant-based options.