New Study Reveals 9.6 Million Americans Are Vegan Now, A 300% Increase!

A new study has revealed that the number of Americans following plant-based diets is up nearly 9.6 million over the last 15 years. This is a 300% increase and nearly 3 percent of the population in the United States.

Using an interactive map the research shows which states have the most vegans and we’ll have a link to it at the end of this article.

Ipsos Retail Performance who conducted the study has revealed the sheer scope and magnitude at which a plant-based vegan diet has spread across the country.

Using a 15 year period to research within the study showed that those following plant-based diets increased from just 290,000 people 15 years ago to more than 9.7 million people today.

The data which stretches between 2004-2019 is illustrated on their interactive map and timeline which the findings show:

• The most consistently ‘vegan’ state is Oregon, achieving the highest search value for 12 years out of 15. This is followed by Vermont, Washington, and California.

• The state which is most reluctant to seek out vegan trends (and therefore the biggest meat-eaters) is Mississippi, followed by South Dakota, Alabama and North Dakota.

• Political leanings correlate with how vegan each state is, with the top 10 biggest vegan states all largely Democrat voters, and the 10 lowest vegan states all largely Republican.

• The states seeing the biggest change in attitudes include Nevada (38 point increase in vegan searches) and New Hampshire (31 point decrease in vegan searches).

Throughout the period covered in the research, the North Eastern and West Coast states showed the earliest interest in veganism. 

More states followed suit in 2013, where there was a significant increase in interest-driven by high profile awareness driven by celebrities and the increased availability of meat alternative products in stores and restaurants.

Commenting on the map, Kelly Fairchild, a global business development manager from Ipsos Retail Performance said:

“Plant-based diets are fast becoming mainstream, but the change hasn’t been a steady one. Recent years have seen rapid adoption of vegan diets and more meat-free products making their way onto shelves. As the dialog around veganism shifts from one of animal welfare, to wider concerns around climate change and personal health, we are seeing more and more people adopt this once minority dietary preference.”

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The full timeline and interactive map is available at the following link: https://www.ipsos-retailperformance.com/en/vegan-trends/