Plant-based grocery spending is shifting—here’s what people are actually buying now

Plant-based grocery spending is experiencing a shift, with some categories cooling while others see significant growth. In 2023, plant-based grocery sales reached approximately US $29 billion, showing a 34% increase over four years. While the pace of growth is moderating, the consumer base is widening, with 66% of Gen Z and millennial shoppers planning to spend more on plant-based meat and dairy in the future.

Non-dairy milk remains a staple in the plant-based market, generating US $18.7 billion in global sales in 2023. While growth in this category has slowed, sub-segments are evolving to meet consumer demands. Meat alternatives are recalibrating after a period of meteoric rise, with some categories plateauing while others, like chicken-style nuggets and seafood analogues, continue to gain share. Overall, the future of plant-based grocery spending lies in products that balance affordability, taste, and health benefits.