New Data Maps Where Plant-Based Demand Is Strongest Across the US

The US retail sales of plant-based foods remained steady at $7.9 billion in 2025, showcasing consistent growth from the $3.3 billion recorded in 2018. The Midwest saw the most significant dollar growth, with the South leading as the largest regional market, especially in plant-based milk sales. The West showed the highest household penetration and loyalty rates for plant-based foods.

Flexitarians, who purchase both plant-based and conventional meat, make up a large portion of plant-based food shoppers and are considered the primary growth audience. However, there is a structural gap in sourcing ingredients domestically. The Plant Based Foods Institute is working on sustainable sourcing initiatives to bridge this gap, emphasizing the benefits of a thriving domestic plant-based sector for consumers, farmers, and the overall food system.