A Quarter of Americans Are Limiting Meat – But Plant Proteins Still Don’t Do It for Them

A quarter of Americans are reducing their meat intake, with women, baby boomers, and low-income individuals leading the trend. However, enthusiasm for plant-based alternatives remains low, with only 19% intentionally choosing animal-free dishes when dining out. The focus is more on reducing meat consumption rather than complete replacement, with many opting for meat dishes mixed with plants.

Research shows that Americans prioritize animal proteins over plant-based options, with poultry, dairy, and eggs being the most consumed sources of protein. Plant-based meats are much lower on the list, with only 23% of Americans consuming products like the Impossible Burger. Familiarity and taste are key factors influencing consumers' decisions to choose plant-based options, suggesting a need for more education and appealing plant-forward options in restaurants. To increase plant-forward ordering, restaurants can highlight familiar flavors, offer samples, and provide value-driven strategies to make plant-based options more appealing to consumers.