60% of US Households Buy Plant-Based Products – Here’s How Each Region Performs

A recent report from the Plant Based Foods Association and Plant Based Foods Institute reveals that 60% of households in the US purchased plant-based food in 2025, with the South leading in overall spending and the West having the highest household penetration. Sales of vegan food reached $7.9 billion last year, showing steady growth in the market. High-growth categories include ready-to-drink beverages, baked goods, and dairy-free creamers.

The West region was noted as the "benchmark market" for plant-based foods, with the highest household penetration rate and repeat purchase rates. In comparison, the Northeast showed loyalty in purchasing vegan cheese, while the Midwest was the fastest-growing region for plant-based products. The report highlights the evolving consumer demand for plant-based foods and the opportunities for growth in the market nationwide.